5 worst website mistakes - 5 best website recommendations
DESCRIPTION
This was presented at the iMedia 2012 brand summit in Austalia. If you would like to get the audio for this presentation, please share it on linkedin, twitter or facebook and I will add it. Improving Website Conversion for Profit - 3 local Case Studies with proven methodologies Chris Garner, Media Director - Affiliate and Search, dgmTRANSCRIPT
Five worst website mistakes
13Years
25%
Smallerbrands
We deliver 2.5 customers a second
12
What you going to get in the next 20 mins
Website Conversion >> Media
PROBLEM
How do we increase online sales effectively?
SOLUTION
Spend more money on Media
Turn more clicks into customers
Improve website conversion
Why increase satisfaction?
$
2007 2011
Website facet Mean SD Mean SD
Search Quality 2.3 0.57 2.2 0.59
Ease Of Use 1.9 0.36 2.5 0.53Information Quality 2.4 1.52 3.1 0.64
Information Relevancy 2.6 0.93 2.1 0.85
Page Load Speed 4.1 0.69 3.3 0.51
Visual Appeal 2.8 0.91 3.6 0.77
Trustworthiness 2.9 0.42 3.7 0.64
Satisfaction 3.2 0.50 3.8 0.69Loyalty 3.7 1.01 2.7 0.83Referral Likelihood 2.7 0.17 3.5 0.82
How are you gathering user feedback on your site?
Behavioural Psychology is often common sense
On the page Web Site tactics
Trust
Brand Social proof
Recognition
Visual appeal
Price guarantee Brand
1/3 of the work force is over 50, gives customers trust
Brand
Australia’s most trusted brand
$7.2B in revenue for FY2011
Peer to peer selling relies on trust
Brand
Peer to peer selling relies on trust
Brand
Q1 2012 revenue $3.3B
Designed for customers not for brands
Social proof
Designed for customers not for brands
Social proof
$400K in sales in August 2012
Delivers more sales for Dell than Facebook
Social proof
957,056 visitors in August 2012
(more traffic than Catch of the Day)
Recognition
Used technology to measure the results
Control Page B1 Variant B2
Control Page B1 Variant B2
50% increase in conversion
How can you improve trust for your business?
Visual appeal
Which person would you trust?
Or…
Winner of 2012 ORIA’s
How do your customers rate your site’s visual appeal?
Brand Social proof
Recognition
Visual appeal
Page load Performance
40% of customers will abandon any site that takes longer than 3 seconds to load.
For every 1 second of load time, conversion drops by 7%
Customers expect your website to load in less than 2 seconds
For every 1 second of load time, user satisfaction drops by 16%
http://www.linkedin.com/in/jcolman
http://www.webpagetest.org/
What would you do if your page load speed was twice as
long as your competitors?
How do we improve page load speed?
Free tool measures page load speed
Displays tracking tags from Ad Servers & Networks
iFrame container tags can take ¼ of a second
Universal container tag
Asynchronous Tag loading is the future
Ease of use
Navigation
Converts 3x higher than our average fashion site
(we deliver $8M fashion sales per annum)
What tests are you undertaking to improve
navigation?
Information quality
Content
Googlebot cannot index content behind the paywall
1.24% conversion rate
PROBLEM
Improve click volumes to key report
Improve sales from key reports
16.44% of total visits
First click free, allows Googlebot to index your content
16.44% of total visits
0
5,000
10,000
15,000
20,000
25,000
30,000
Jul-
10
Aug-1
0
Sep-1
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Oct
-10
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-10
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-11
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-11
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-11
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-11
Jan-1
2
Feb-1
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-12
Apr-
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May
-12
Jun-1
2
Jul-
12SEO visits increased 200% YoY
Date of first click free launch
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5,000
10,000
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30,000
Jul-
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-10
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-11
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-11
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11
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-11
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-12
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Jul-10
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-10
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-11
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-11
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-12
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Jul-12
Date of first click free launch
Conversions increased by 200% YoY
Information relevancy
Content
Discovery
Analytics
Survey Eye Tracking
Analytics
Survey Eye Tracking
Insight
1.24% conversion rate
14,000 page views per month
40% bounce rate
Eye tracking survey
Call to actions are being ignored
Below the fold
Banner blindness
Created ABn Test with 3 different variables
98% certain to beat the control
50% increase in conversion
How do you optimise customer conversion on your site?
http://www.comscore.com/Press_Events/Press_Releases/2011/2/comScore_Publishes_White_Paper_on_the_Impact_of_Cookie_Deletion_on_Website_Audience_Measurement_in_Australia
Last click cookie wins
36+% of Australian Internet users delete their third-party cookies in a month comScore report (2011)
171
Media
>> Media
CAN’T BE MEASURED
How can you attribute online sales to Offline Ads?
PROBLEM
7.1 million Auto Club members in Australia
CAN NOW BE MEASURED
CAN NOW BE MEASURED
Number of coupon sales per month 501Value of coupon sales per month $100K
Monthly cost saving $10K
111M TV viewers in USA
What are you doing to measure offline?
Five worst website mistakes
Hard to find information
Slow download speed
Slow response to emails
Bad quality information
Unattractive design
Five recommendations to improve websites
Add feedback buttons to every page
Test test test using objectivity
Improve trust wherever possible
Improve page load speed: Use tag managementBegin to measure offline Ad performance online