5 worst website mistakes - 5 best website recommendations

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

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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

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