Usability & Design Mistakes that Kill Conversion
Lance Loveday, Closed Loop Marketing Larry Marine, Intuitive Design
Design'Mistakes'that'KILL$Conversions'
By'Larry'Marine'
Veteran'Conversion'Expert'
'@UXstrategy''#ConvCon'
What’s'Your'Conversion'Rate?'
• <'2%'• 2E3%'E'industry'average'• 5%'• 10%'• 15%'E'most'of'top'10'are'here'
• 20%'• 30%'• 40%'E'Schwann’s'
IntuiRve'Design©2011'''''@UXstrategy'''#ConvCon'
What’s'RealisRc?'
• If'not'10%,'then'something'is'terribly'wrong!''
• Most'sites'make'several'common'mistakes'– Strategic'– Usually'fatal'
IntuiRve'Design©2011'''''@UXstrategy'''#ConvCon'
Why'are'you'here?'
• Learn'how'to'idenRfy'fatal'mistakes'– Common'signs'
– Examples'
• Learn'how'to'avoid'these'mistakes'– Proven,'simple'ideas'
• Get'a'FREE'analysis'of'your'site''
IntuiRve'Design©2011'''''@UXstrategy'''#ConvCon'
Not'My'First'Rodeo'
• Classically'Trained'– CogniRve'Science'–'part'psych,'part'computer'science'
– Taught'by'the'best'–'Don'Norman,'the'Father'of'UX'
• 20+'years'of'market'dominaRng'successes'– Proflowers'–'one'of'the'highest'conversion'rates'– Vanguard'–'the'standard'in'financial'site'design'– Fedex'Office'PrinRng'–'replaced'brickEnEmortar'stores'
– 200+'projects'–'broad'range'of'repeated'success''
IntuiRve'Design©2011'''''@UXstrategy'''#ConvCon'
The'Usual'Suspects'
• “Selling”'the'customer'on'one'page'
• Wearing'your'underpants'on'the'outside'
• Fear'of'commitment'
IntuiRve'Design©2011'''''@UXstrategy'''#ConvCon'
Selling'on'One'Page'
• You'won’t'sell'the'user'from'the'landing'page'
• Common'Signs:''– “Buy'Now”'focus'on'the'home/landing'page'
– TesRmonials,'first'
– Selling'soluRons,'but'not'solving'their'problem'
• Guide'users'down'the'garden'path'– There’s'a'flow'you'MUST'follow'
IntuiRve'Design©2011'''''@UXstrategy'''#ConvCon'
The'Before$Picture'
Call to Action: too prominent
What problem are they solving?
IntuiRve'Design©2011'''''@UXstrategy'''#ConvCon'
Down'the'Garden'Path'
User%State%• Awareness%
• A,en-on%
• Desire%
• Ac-on%
IntuiRve'Design©2011'''''@UXstrategy'''#ConvCon'
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%
IntuiRve'Design©2011'''''@UXstrategy'''#ConvCon'
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'
IntuiRve'Design©2011'''''@UXstrategy'''#ConvCon'
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?'
IntuiRve'Design©2011'''''@UXstrategy'''#ConvCon'
What’s'Wrong'with'this'Picture?'
IntuiRve'Design©2011'''''@UXstrategy'''#ConvCon'
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'
IntuiRve'Design©2011'''''@UXstrategy'''#ConvCon'
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?'
IntuiRve'Design©2011'''''@UXstrategy'''#ConvCon'
Problem,'then'SoluRons'
IntuiRve'Design©2011'''''@UXstrategy'''#ConvCon'
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'
IntuiRve'Design©2011'''''@UXstrategy'''#ConvCon'
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'
IntuiRve'Design©2011'''''@UXstrategy'''#ConvCon'
Selecting an occasion is personal and engaging
Browsing engages users without commitment
Make'it'Personal'
Low commitment engagement and personalization
IntuiRve'Design©2011'''''@UXstrategy'''#ConvCon'
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!'
IntuiRve'Design©2011'''''@UXstrategy'''#ConvCon'
A'Concept'that'Works!'
IntuiRve'Design©2011'''''@UXstrategy'''#ConvCon'
Free'Analysis'
• Want'some'feedback'on'your'site?'
• Free'30'minute'analysis'
• Text:'(719)'229E4031'• Email:'[email protected]'
IntuiRve'Design©2011'''''@UXstrategy'''#ConvCon'