3 steps to improving your online performance
TRANSCRIPT
How-Do Conference Speeding Up In The Slowdown
“3 steps to improving your online performance”
by Paul RoukeUser Experience Director at PRWD
Web: www.prwd.co.ukBlog: www.paulrouke.co.uk
4th June 2009 @ Liverpool Science Park
My background
Joined 1st e-commerce team in 1999 in design and usability role
7 years experience focused on:
– improving conversion rates
– increasing average order values
– improving number of returning visitors
– converting offline shoppers to online shoppers
Where I work
A few clients we work with directly
A few clients we work with through agency partners
Improve performance of existing websites and applications
Design and build high performing websites/systems/applications
How I help businessesWebsite Evaluations Benchmarking
Analytics & Testing Training
What areas can businesses expect to improve?
online salesonline enquiriesreturn-on-investmentmarketing spend conversionrevenue-per-employee
Understandingvisitors
Measuringperformance
Testing &improving
Understandingvisitors
Measuringperformance
Testing &improving
What is gorilla user testing?
CheapEnlighteningMore natural environment
Delivers actionable results
How to do gorilla user testing
1.Specify key objectives (with a story)
2.Choose at least 5 people to take part
3.Tell them a story
4.Watch, listen and make notes
5.Collate, prioritise and plan changes
How do you give your visitors what they want?
Understanding Visitors – A case study
“Receiving and Converting More Sales Leads From Online Enquiry Forms”
Key Principles
Keep them simpleOnly ask for the minimum info requiredPeople are busy, they don’t have time for big forms
Online enquiry forms
Which form will visitors most use?
Which form do visitors most use?
14% 86%
How well do these enquiries convert into sales?
How well do these enquiries convert into sales?
17%
How well do these enquiries convert into sales?
17% 55%
Use basic user testing to better understand how visitors use your website
Understandingvisitors
Understandingvisitors
Measuringperformance
Testing &improving
Step 1 - Analytics
A couple of options include...
Step 2 – Plan resource
Who has analytics installed on their website?
Keep your hand raised if you use the data to make informed changes
Step 3 – Determine key goals
Online enquiry
Download a document
Application
Subscription
Purchase
Step 4 – Segment your traffic
Step 4 – Segment your traffic
Step 4 – Segment your traffic
Step 4 – Segment your traffic
Step 5 – Specify key journeys
Step 6 – Invest time and resource
One of my favorite quotes from Avinash Kaushik is his “10/90″ rule, which says:
“for sites with $100k to spend on analytics, they should invest $10k in software and invest $90k in great staff.”
http://www.kaushik.net/avinash/
Use analytics and segment your traffic to identify where key
potential customers struggle to complete their objectives
Measuringperformance
Understandingvisitors
Measuringperformance
Testing &improving
Testing - WhatTest variations of different page elements
Page componentsPage layout
Placement of specific items
Call to action - graphics or messages
Links - design, colour, size
Copy text
Headings/sub headings
Buttons - design, colour, size
FormsField layout on forms
Number of items on a form
Number of steps within a multi-step process
RetailersProduct page layout
Cross-sell or up-sell modules
Photo quality
Use of reviews
Use of videos
Product pricing
Special offers or promotions
Testing - Why
Testing - How
List of software and vendors courtesy of Craig Sullivan
Who has carried out split testing on their site?
Keep your hand raised if it proved worthwhile
Testing and improving – A case study
“Test location of enquiry form to determine which version visitors prefer”
Stage 1 – Decide what to test
Stage 2 – Run the test
Stage 3 – Examine results
Stage 4 – Implement
Stage 5 – Go back to stage 1
Why?
Testing isn’t just a one-off activity that will transform your website performance – it needs to be carried out continuously
Don’t ignore the full customer journey
Use split testing to make highly informed, continual improvements
to your online platforms
Testing &Improving
Understandingvisitors
Measuringperformance
Testing &improving
Watch 5 people use your website and
identify where it can be improved
Set up 1 visitor journey, segment your traffic, then watch how many drop out. Then decide if your website
can perform better
Carry out 1 split test then decide for
yourself if its worth it
Thankyou for listening to “3 steps to improving your online performance”by Paul Rouke
Office: 0161 918 6729Mobile: 07739 745 126
Web: www.prwd.co.ukBlog: www.paulrouke.co.uk
Email: [email protected]
Any questions...?