effective web-design-2015
Post on 19-Jul-2015
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Emily Brackett President, Visible Logic www.visiblelogic.com Design+business blog: visiblelogic.com/blog
$
HARMINGHELPING OR
Is your web site
your business?Get Your Web Site Ready for 2015
Is Your Web Site Helping or Harming Your Business?
When you learn of a new product, service or business, do you check out its web site?
0
20
40
60
80
100
56%
31% 12% 1%
Almost Always
Usually
Sometimes Rarely
When you learn of a new product, service or business, do you check out its web site?
87%Check out the web site of a new product, service or business.
We all do it!
Is Your Web Site Helping or Harming Your Business?
When researching products and services the web site highly affects who I choose.
0
20
40
60
80
100
4% Never
41%
55%
Frequently
Sometimes
96%Admit that the web site highly affects which product or serviceI choose.
Is Your Web Site Helping or Harming Your Business?
I have left a web site because it was poorly designed or difficult to use.
0
20
40
60
80
100
47%
53%
Frequently
Sometimes
100%Everyone admitsto leaving a badweb site, don’t make it yours!
Is Your Web Site Helping or Harming Your Business?
Typical Sales Cycle
Visit site
Step 1.
Buy
Step 2.
Is Your Web Site Helping or Harming Your Business?
Typical Sales Cycle
Visit site
Step 1.
Buy
Step 2.X
Is Your Web Site Helping or Harming Your Business?
Micro ConversionsSign up for an e-newsletter
Request a catalog
Download a white paper
Take a survey
Request an estimate
Make a donation
Volunteer
Is Your Web Site Helping or Harming Your Business?
Typical Sales Cycle
Visit site
Step 1.
Buy
Step 4.
Sign up forE-newsletter
Step 2.
RequestEstimate
Step 3.
Is Your Web Site Helping or Harming Your Business?
Typical Sales Cycle
Visit site
Step 1.
Buy
Step 4.
Sign up forE-newsletter
Step 2.
RequestEstimate
Step 3.
Conversion(Needs a Call to Action)
Is Your Web Site Helping or Harming Your Business?
Visit site
Step 1.
Buy
Step 4.
Sign up forE-newsletter
Step 2.
RequestEstimate
Step 3.
Typical Sales Cycle
Is Your Web Site Helping or Harming Your Business?
Visit site
Step 1.
Buy
Step 4.
Sign up forE-newsletter
Step 2.
RequestEstimate
Step 3.
Conversion = 50%Rate
Typical Sales Cycle
Is Your Web Site Helping or Harming Your Business?
Visit site
Step 1.
Buy
Step 4.
Sign up forE-newsletter
Step 2.
RequestEstimate
Step 3.
Conversion = 15% Conversion = 50%Rate Rate
Typical Sales Cycle
Is Your Web Site Helping or Harming Your Business?
Visit site
Step 1.
Buy
Step 4.
Sign up forE-newsletter
Step 2.
RequestEstimate
Step 3.
Conversion = 2% Conversion = 15% Conversion = 50%Rate Rate Rate
Typical Sales Cycle
Is Your Web Site Helping or Harming Your Business?
Visit site
Step 1.
Buy
Step 4.
Sign up forE-newsletter
Step 2.
RequestEstimate
Step 3.
500 Conversion = 2% Conversion = 15% Conversion = 50%Rate Rate Rate
Typical Sales Cycle
Is Your Web Site Helping or Harming Your Business?
Visit site
Step 1.
Buy
Step 4.
Sign up forE-newsletter
Step 2.
RequestEstimate
Step 3.
500 10 1.5 .75
Typical Sales Cycle
500 Conversion = 2% Conversion = 15% Conversion = 50%Rate Rate Rate
Is Your Web Site Helping or Harming Your Business?
An exceptional web site will get me to take a second look at a company
0
20
40
60
80
100
40%
49%
Strongly Agree
Agree
10% Disagree
89%will take a second look at a company with an exceptional web site.
1% Strongly Disagree
Is Your Web Site Helping or Harming Your Business?
Visit site
Step 1.
Buy
Step 4.
Sign up forE-newsletter
Step 2.
RequestEstimate
Step 3.
500 Conversion = 10% Conversion = 15% Conversion = 50%Rate Rate Rate
500 50 7.5 3.75
Typical Sales Cycle
Is Your Web Site Helping or Harming Your Business?
Number 1 Guideline: Looks Matter
“People quickly evaluate a site by visual design alone. When designing your site, pay attention to layout, typography, images, consistency issues and more.”
“Design your site so it looks professional.”
— BJ Fogg, Ph.D Persuasive Technology Lab, Stanford University
Studies conducted in 1999 and 2002, 3000 participants from US & Europe
Is Your Web Site Helping or Harming Your Business?
Trust
A professional looking site gives confidence
96% A poorly designed site reflects negatively
95% A professional designed web site builds trust
88% An out of date site decreases trust
89% Agree Agree Agree Agree
Is Your Web Site Helping or Harming Your Business?
1 Navigation
“I can easily find what I’m looking for” is very important on a web site.95%
said:
Is Your Web Site Helping or Harming Your Business?
1 Navigation
0
20
40
60
80
100
88%
10% Very Important
Somewhat Important
98%Think it isimportant that “Navigation is easy to use & intuitive”
2% Neutral
Is Your Web Site Helping or Harming Your Business?
2 Fix Bad Links & Typos
0
20
40
60
80
100
91%Leave siteswith typosor link errors.
28%
63%
Frequently
Sometimes
9% Never
Is Your Web Site Helping or Harming Your Business?
3 No bad stock photos or clip art!
“Bad stock photos make you look cheap.”87%
agree:
Is Your Web Site Helping or Harming Your Business?
Be Consistent with Branding4
0
20
40
60
80
100
40%
41%
Very Important
Somewhat Important
13% Neutral
81%of respondentsthink yourweb designshould matchyour companybranding.
4% Not Very Important2% Not Important At All
Is Your Web Site Helping or Harming Your Business?
Keep Your Site Updated5
A professional looking site gives confidence
96% A poorly designed site reflects negatively
95% A professional designed web site builds trust
88% An out of date site decreases trust
89% Agree Agree Agree Agree
Blogs
News
Copyright
Is Your Web Site Helping or Harming Your Business?
0 10 20 30 40 50 60 70 80
Yes
No
80% 20%
Have you ever chosen one product, service or company over a competitor because it had a better web site?
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