5 worst website mistakes - 5 best website recommendations

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Five worst website mistakes

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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, dgm

TRANSCRIPT

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Five worst website mistakes

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13Years

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25%

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Smallerbrands

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We deliver 2.5 customers a second

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12

What you going to get in the next 20 mins

Website Conversion >> Media

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PROBLEM

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How do we increase online sales effectively?

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SOLUTION

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Spend more money on Media

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Turn more clicks into customers

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Improve website conversion

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Why increase satisfaction?

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$

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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

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How are you gathering user feedback on your site?

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Behavioural Psychology is often common sense

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On the page Web Site tactics

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Trust

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Brand Social proof

Recognition

Visual appeal

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Price guarantee Brand

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1/3 of the work force is over 50, gives customers trust

Brand

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Australia’s most trusted brand

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$7.2B in revenue for FY2011

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Peer to peer selling relies on trust

Brand

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Peer to peer selling relies on trust

Brand

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Q1 2012 revenue $3.3B

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Designed for customers not for brands

Social proof

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Designed for customers not for brands

Social proof

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$400K in sales in August 2012

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Delivers more sales for Dell than Facebook

Social proof

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957,056 visitors in August 2012

(more traffic than Catch of the Day)

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Recognition

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Used technology to measure the results

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Control Page B1 Variant B2

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Control Page B1 Variant B2

50% increase in conversion

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How can you improve trust for your business?

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Visual appeal

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Which person would you trust?

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Or…

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Winner of 2012 ORIA’s

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How do your customers rate your site’s visual appeal?

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Brand Social proof

Recognition

Visual appeal

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Page load Performance

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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/

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What would you do if your page load speed was twice as

long as your competitors?

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How do we improve page load speed?

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Free tool measures page load speed

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Displays tracking tags from Ad Servers & Networks

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iFrame container tags can take ¼ of a second

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Universal container tag

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Asynchronous Tag loading is the future

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Ease of use

Navigation

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Converts 3x higher than our average fashion site

(we deliver $8M fashion sales per annum)

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What tests are you undertaking to improve

navigation?

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Information quality

Content

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Googlebot cannot index content behind the paywall

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1.24% conversion rate

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PROBLEM

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Improve click volumes to key report

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Improve sales from key reports

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16.44% of total visits

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First click free, allows Googlebot to index your content

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16.44% of total visits

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0

5,000

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Jul-

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12SEO visits increased 200% YoY

Date of first click free launch

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Date of first click free launch

Conversions increased by 200% YoY

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Information relevancy

Content

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Discovery

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Analytics

Survey Eye Tracking

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Analytics

Survey Eye Tracking

Insight

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1.24% conversion rate

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14,000 page views per month

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40% bounce rate

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Eye tracking survey

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Call to actions are being ignored

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Below the fold

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Banner blindness

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Created ABn Test with 3 different variables

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98% certain to beat the control

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50% increase in conversion

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How do you optimise customer conversion on your site?

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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)

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171

Media

>> Media

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CAN’T BE MEASURED

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How can you attribute online sales to Offline Ads?

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PROBLEM

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7.1 million Auto Club members in Australia

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CAN NOW BE MEASURED

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CAN NOW BE MEASURED

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Number of coupon sales per month 501Value of coupon sales per month $100K

Monthly cost saving $10K

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111M TV viewers in USA

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What are you doing to measure offline?

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Five worst website mistakes

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Hard to find information

Slow download speed

Slow response to emails

Bad quality information

Unattractive design

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Five recommendations to improve websites

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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