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Reload

Business

Group

Reload Consulting

Reload Consulting

HOLLY MIDDLETON

SAHLIA PAINTER

Today, we are going to talk about…

Website Usability

Common Challenges & Performance

Indicators

Branding & Messaging

Site & Information Structure

Traffic Conversion

Zero Moment of Truth

Zero Moment of TruthNew addition to the Consumer Mental Model Marketers have lived by up until very recently.

Zero Moment of Truth

Website UsabilityWebsite’s ease of use

Effective selection and presentation of content

Clear and logical flow of information

Website navigation and easily identifiable ‘next steps’

Appropriate placement of interactive and visual items to aid user experience

Complements demand capturing marketing efforts

Common Challenges & Indicators for Improving Usability

Performance MetricsHigh bounce rate from the home or informational pagesShort average-time-on-site Low pages per visit Low enquiries/bookings/purchases/subscriptionsShopping cart abandonment

Website is not in line with the business’ vision or brand

When maximising your website’s performance, it’s important to start by setting smart objectives

• SpecificS• MeasurableM• AttainableA• RealisticR• Time BoundT

Website Usability

Branding & Messaging

Site & Information

Structure

Traffic Conversion

Branding & MessagingDelivers the business’ message clearly

Confirms your credibility and alleviates perceived risk

Connects your target prospects

Motivates the buyer

Your Brand

Product/Service

Value

Customer Service

Price

TrustGraphic Design

Name

Logo

Colours

Quality Content

Branding & Messaging

Know your market

Promote customer value propositions

Stay on brand

Be consistent across channels

‘Know Your Market’Beard Care ProductsBrand Messages – masculine, alternative, youthful, counter culture, pride

‘Know Your Market’Beard Care ProductsBrand Messages – masculine, alternative, youthful, counter culture, pride

‘Stay On Brand’ Luxury Travel Brand Messages – High level of customer service, superior tours and accommodation, classy, luxurious experiences.

‘Stay On Brand’Luxury Travel Brand Messages – High level of customer service, superior tours and accommodation, classy, luxurious experiences.

‘Promote Customer Value Propositions’ Mid-range Bedding & Manchester RetailersBrand Messages – Quality, affordable, chic, house proud, latest trends

‘Promote Customer Value Propositions’ Mid-range Bedding & Manchester RetailersBrand Messages – Quality, affordable, chic, house proud, latest trends

‘Promote Customer Value Propositions’ Large Retail ChainsBrand Messages – Value for Money, Quality,

‘Be consistent across channels’

Ensure the branding look, feel and messaging is consist across marketing campaigns, channels and devices.

Site & Information Structure

Information Architecture

How information is structured and presented

Aids navigation of the site

The right information at the right time

Uncertainty to certainty through the use of information

Context

UsersContentIA

Site & Information Structure

Provide the information visitors are looking for

Make it easy for visitors to find what they are looking for

Assure visitors they're in the right place

Make sure visitors know what their options are and let them take various kinds of action

‘Provide the information visitors are looking for’Website Path To Conversion

Relevance

Upon arriving on the site, is it easy to see exactly what the business offers.

Key information on service/product type must be evident from the home page.

‘Provide the information visitors are looking for’Website Path To Conversion

Relevance

Upon arriving on the site, is it easy to see exactly what the business offers.

Key information on service/product type must be evident from the home page.

Value

Do you offer the service/product they are looking for?

Does your information help the user determine what they need/ how do you deliver your service?

‘Provide the information visitors are looking for’Website Path To Conversion

Relevance

Upon arriving on the site, is it easy to see exactly what the business offers.

Key information on service/product type must be evident from the home page.

Value

Do you offer the service/product they are looking for?

Does your information help the user determine what they need/ how do you deliver your service?

Compare

Why should the visitor choose you?

Comparative components of price and product/service information are clear.

‘Provide the information visitors are looking for’Website Path To Conversion

Relevance

Upon arriving on the site, is it easy to see exactly what the business offers.

Key information on service/product type must be evident from the home page.

Value

Do you offer the service/product they are looking for?

Does your information help the user determine what they need/ how do you deliver your service?

Compare

Why should the visitor choose you?

Comparative components of price and product/service information are clear.

Credibility

Are you clearly a legitimate and quality focused business?

What are the experiences of others? Product reviews, advice articles, User generated content etc.

‘Provide the information visitors are looking for’Website Path To Conversion

Relevance

Upon arriving on the site, is it easy to see exactly what the business offers.

Key information on service/product type must be evident from the home page.

Value

Do you offer the service/product they are looking for?

Does your information help the user determine what they need/ how do you deliver your service?

Compare

Why should the visitor choose you?

Comparative components of price and product/service information are clear.

Credibility

Are you clearly a legitimate and quality focused business?

What are the experiences of others? Product reviews, advice articles, User generated content etc.

Action

Minimal friction between arriving at the site, obtaining information and taking action.

Easy access to actions

‘Make it easy for visitors to find what they are looking for’

‘Make it easy for visitors to find what they are looking for’

‘Assure visitors they're in the right place’

‘Make sure visitors know what their options are and let them take various kinds of action’

Traffic ConversionDependent on objectives

Practices that aid visitors reach the desired action

Conversion Optimisation relies on ongoing data capture

Traffic Conversion

Defined

Objectives

Call to Action

s

Ease of Action

Logical Purcha

se Proces

s

‘Defined Objectives’

‘Call To Actions’

‘Call To Actions’

‘Call To Actions’

‘Call To Actions’

‘Call To Actions’

Size does matter – CTAs should be larger than other elements

‘Call To Actions’

Size does matter – CTAs should be larger than other elements

Don’t hide your CTAs

‘Call To Actions’

Size does matter – CTAs should be larger than other elements

Don’t hide your CTAs

Use space to draw the eye

‘Call To Actions’

Size does matter – CTAs should be larger than other elements

Don’t hide your CTAs

Communicate the value and reasons behind their CTA response

‘Ease of Action’

Hard Action

Soft Actions

‘Ease of Action’

Hard Action

Soft Actions

‘Optimise Purchase Process’Make it obvious when something’s been added to the cart

‘Optimise Purchase Process’Display cart contents clearly with the ability to control

‘Optimise Purchase Process’Present upsells based on similar products

‘Optimise Purchase Process’Reduce prominence of Coupon Code Requests

Got a Coupon Code?

‘Optimise Purchase Process’

Clear Call to action to complete the transaction. E.g. “pay securely now”, “Proceed to Purchase”, “Order now”

Highlight added extras – shipping, easy returns

Increase cart expiry dates and retarget

Provide options to sign up or checkout without an account

Incentivise sign up

Ask for credit card details last

Ongoing Conversion OptimisationA/B Split & MultivariateTesting

Heat Mapping

User Interaction Recordings

Ongoing Conversion Optimisation

2 – 3 Times Better Performance

A/B Split & MultivariateTesting

Heat Mapping

User Interaction Recordings

Ongoing Conversion Optimisation

2 – 3 Times Better Performance

A/B Split & MultivariateTesting

Heat Mapping

User Interaction Recordings

Understand your objectives and the motivations of your customersEnsure your website is on brand, consistent and customer focusedStructure your site and information with the aim of moving visitors from uncertainty to certaintyMake it as easy as possible for visitors to find what they are looking for and to understand the next stepsTo convert traffic - define clear site objectives, easily identifiable call to actions, ensure ease of action and optimise ‘next step’ and upsell processes.If visitors are exiting without converting, it’s not the end of the world! Every potential customer will be at different stages of the path to purchase.

Key Takeaways

Questions?

Now to get started..

Thanks for Listening!

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