Day 2: Usability & Design Mistakes that Kill Conversion

Usability & Design Mistakes that Kill Conversion

Lance Loveday, Closed Loop Marketing Larry Marine, Intuitive Design

Design'Mistakes'that'KILL$Conversions'

By'Larry'Marine'

Veteran'Conversion'Expert'

'@UXstrategy''#ConvCon'

What’s'Your'Conversion'Rate?'

•  <'2%'•  2E3%'E'industry'average'•  5%'•  10%'•  15%'E'most'of'top'10'are'here'

•  20%'•  30%'•  40%'E'Schwann’s'

IntuiRve'Design©2011'''''@UXstrategy'''#ConvCon'

What’s'RealisRc?'

•  If'not'10%,'then'something'is'terribly'wrong!''

•  Most'sites'make'several'common'mistakes'– Strategic'– Usually'fatal'


Why'are'you'here?'

•  Learn'how'to'idenRfy'fatal'mistakes'– Common'signs'

– Examples'

•  Learn'how'to'avoid'these'mistakes'– Proven,'simple'ideas'

•  Get'a'FREE'analysis'of'your'site''


Not'My'First'Rodeo'

•  Classically'Trained'–  CogniRve'Science'–'part'psych,'part'computer'science'

–  Taught'by'the'best'–'Don'Norman,'the'Father'of'UX'

•  20+'years'of'market'dominaRng'successes'–  Proflowers'–'one'of'the'highest'conversion'rates'–  Vanguard'–'the'standard'in'financial'site'design'–  Fedex'Office'PrinRng'–'replaced'brickEnEmortar'stores'

–  200+'projects'–'broad'range'of'repeated'success''


The'Usual'Suspects'

•  “Selling”'the'customer'on'one'page'

•  Wearing'your'underpants'on'the'outside'

•  Fear'of'commitment'


Selling'on'One'Page'

•  You'won’t'sell'the'user'from'the'landing'page'

•  Common'Signs:''– “Buy'Now”'focus'on'the'home/landing'page'

– TesRmonials,'first'

– Selling'soluRons,'but'not'solving'their'problem'

•  Guide'users'down'the'garden'path'– There’s'a'flow'you'MUST'follow'


The'Before$Picture'

Call to Action: too prominent

What problem are they solving?


Down'the'Garden'Path'

User%State%•  Awareness%

•  A,en-on%

•  Desire%

•  Ac-on%


Down'the'Garden'Path'

User%State%•  Awareness%

•  A,en-on%

•  Desire%

•  Ac-on%

Transi-on%Trigger%

↓  Point%of%Pain%

↓  What’s%in%it%for%me?%

↓  Reason%to%Believe%


TransiRon'Triggers'

•  Point'of'Pain'– Resonate'with'their'perceived'problem'

•  Ask'quesRons'rather'than'make'statements'

•  What’s'In'It'For'Me'(WIIFM)'– Value'Prop:'How'can'you'solve'their'problem'

•  Reason'to'Believe'– TesRmonials,'hero'shots,'trust'marks,'etc.''

•  They'want'to'believe,'so'don’t'scare'them'off'IntuiRve'Design©2011'''''@UXstrategy'''#ConvCon'

Good'TransiRons'


Another Point of Pain

Value prop: organized by occasion – I know these are the right flowers

Reason to believe: On Sale - note subdued call to action

Point of Pain: What’s right for my occasion?

Wearing'Your'Underpants…'

•  Is'your'site'organized'around'your'business?'– ReflecRng'how'you'see'your'company/products?'

•  Common'signs:'– Product'secRons/categories'– Verbiage'focused'on'the'technology'or'business'– Requires'visiRng'lots'of'irrelevant'pages'

•  Organize'the'site'for'the'user’s'perspecRve ''' IntuiRve'Design©2011'''''@UXstrategy'''#ConvCon'

What’s'Wrong'with'this'Picture?'


What’s'Wrong'with'this'Picture?'


Reason to Believe front and center.

Where’s the Point of Pain? What’s in it for me?

You want ME to figure out which of YOUR products will work for me?

BrochureWare'


Requires the user to do all the work

Organize'for'the'User'

•  IdenRfy'with'the'user’s'problem'

•  Organize'products'by'the'problems'they'solve'

•  Example:'buying'an'SLR'camera'–  Intended'use:'indoor,'outdoor,'acRon,'sRlls'

•  If'outdoor'acRon,'then'consider'this'lens'•  don’t'forget'a'UV'filter'•  extra'baqery?'


Problem,'then'SoluRons'


Organized by what the user knows

Add vases and chocolates, later

Fear'of'Commitment'

•  Asking'for'a'commitment'– Without'giving'something'valuable,'first'

•  Common'sign:'– Email'address'before'showing'them'anything'

– Must'register'first'to'use'the'site'


Incrementally'Engage'the'User'

•  Incrementally'engage'your'users'– Every'acRon'is'a'commitment,'even'just'a'click'

– Low'commitment,'high'return'

– PersonalizaRon'works'REALLY'well'

•  Incrementally'increase'the'commitment'level'– Click'for'an'abstract'of'a'white'paper'

• Whet'their'appeRte'

– Then'ask'for'an'email'address'to'see'the'rest'of'it'IntuiRve'Design©2011'''''@UXstrategy'''#ConvCon'

Incremental'Engagement'


Selecting an occasion is personal and engaging

Browsing engages users without commitment

Make'it'Personal'

Low commitment engagement and personalization


The'A+er$Picture'

•  Resonate'with'the'Point'of'Pain'•  Give'them'an'obvious'value'proposiRon'

•  Engage'them'

•  Make'it'personal'

•  Solve'their'damned'problem,'already!'


A'Concept'that'Works!'


Free'Analysis'

•  Want'some'feedback'on'your'site?'

•  Free'30'minute'analysis'

•  Text:'(719)'229E4031'•  Email:'[email protected]'


Technology

Day 2: Usability & Design Mistakes that Kill Conversion