website workout - design for conversion
DESCRIPTION
Slides from 5 minute presentation on tips for improving conversion rates - converting passive web visitors into active users, to help achieve website objectives. The notes for these slides are also on Slideshare: http://www.slideshare.net/cazazz/website-workout-notesTRANSCRIPT
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website(design tips for improving
visitor conversion rates)
www.credos.com.au
workout
Carolyn King
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Get motivated
• Fitter website = $$$• Small changes make a big difference• Set goals and track them• Improving conversion rates is quicker
and cheaper than SEO effort
1
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11000 visitors X 5% conversion = 50 sales
2000 visitors X 5% conversion = 100 sales
1000 visitors X 10% conversion = 100 sales
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Carrot or stick?
• quick/easy• right price• better than
alternatives• useful• rewarding• etc...
2 • problems/challenges• performance• costs or effort• risks & unknowns• procrastination• competition• etc...
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2Imperatives
Incentives
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Stand in their shoes, not yours
• address you (the user)• focus on needs & benefits
(not facts & features)• use emotions before logic• anticipate concerns• talk their language
3
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3 ...you
(not us)
benefits
emotions
It's about...
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Call them to action
• use active language (verbs, pronouns)• be bold (ask/command politely)• suggest urgency, instant gratification• draw attention (sparingly)• right time and place • have an action on every page
4
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4Sign up for a FREE trialSign up for a FREE trial
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Product brochure
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Submit
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Remove hurdles
• reduce distractions• less navigation, no dead ends• address reasons not to buy/act• provide reassurance at decision points• improve usability & accessibility
5
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5simplicity...
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5reassurance...
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5usability...
easy to find phone number
avoid low contrast like thismobile friendly
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Fitness round-upSet clear goals
Answer needs & provide incentives
Address the audience directly
Provide clear, inviting calls to action
Remove barriers to conversion
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Carolyn Kingemail [email protected] | web www.credos.com.au | twitter @CredosAssoc