why design is critical for conversion
TRANSCRIPT
3-5 Sec’s to Grab Visitors Attention
Only 3% of Site Visitors will Convert
What You Will Learn Today Make the Most of Your Visitors Attention
Increase Site Conversion
What We Will CoverWhat is Design Stages to a Purchasing DecisionImportant Role of Landing PagesDigging Deeper into ConversionOptimal Design Guide for ConversionWhere Visitors Abandon the Conversion ProcessTips to Reduce Abandonment for Better Conversion
What is Design?Drawing to Show the Form and Function
Look and FeelArousing Visual Senses, Emotion
Connection.
Site Usability Relates to the Working of a Site,
Engagement.
Form
Function
Visitors Perspective
Does This Site Match my Needs Right NowDoes it Fulfill my Aspirations & Desires.
Can I navigate the site easily. Find the information I want, make a booking.
Form
Function
Challenges for Client & Agency
Imagery, Branding, Copy, CompositionClarity of Direction, One Voice.
Navigation, User flow, Guiding Visitor to Action
Devices, Browsers, Changing Technologies.
Form
Function
Tools to Measure Form & Function
Heat, Confetti & Scroll Maps e.g. Crazyegg
Visitor Recordings e.g. Inspectlet, Clicktale
Form
Function
Eye Tracking StudiesPut your most valuable content above the foldThe left side of your page is importantPeople read big, bold headlinesBlocks of information are bestYou need a lot of white spacePictures of people are goodGet rid of banners
Source: http://www.quicksprout.com/2014/04/16/8-powerful-takeaways-from-eye-tracking-studies/
Four different media tools to create
awareness, interest, desire and action
Text, Graphics, Images and Sound – that’s it.
Simplicity is KeyUsers Don’t Read, They Scan Users Are Impatient Users Don’t Make Optimal ChoicesUsers Follow Their IntuitionUsers Want to Have Control
Conversion is all About Attention
As Attention Ratio Goes Down, Conversion Rates Go Up.
Removing Available Options to Encourage Visitors
To Click on the Thing You Want Them To.
Key Point
Landing Pages are at the Heart of Conversion
Centered Design:one page, one purpose.Match Your Landing Page Headlines and Images with Your Ads to Get:
A Lower Cost per ClickA higher ad Position
A Better ROIHigher Conversion Rates
Emotive HeadlineDescriptive Sub HeadingConcise Copy & BulletsTestimonials / Social ProofStrong Call to ActionProminent ButtonMinimal (zero) LinksHigh Quality ImageryTrust Signs
Source: http://www.brightpathdigital.co.uk/blog/marketing-strategy/12-tips-for-good-landing-page-design/
Attention Ratio Too Many Choices results in confusion and abandonment.
Conversion Coupling Pre-click experience should match the post-click landing page.
Contextual Maintain a contextual flow i.e. “romantic getaway” the landing page should continue that conversation.
Congruence Eliminate negative words e.g. proximity of nightlife and bars when promoting family getaways.
Clarity Simple Design, use of White Space, Use Imagery to sells.
Credibility Boost consumer confidence with hotel reviews/ratings or testimonials
Source: Kissmetrics & Unbounce
When to Use Landing Pages
Paid Search Marketing
Paid Social Marketing
Email Marketing
Remarketing / Display
Ads
Uncover Your Conversion Stats
Source e.g. organic, referrer, direct, paid, socialDevice e.g. desktop, tablet, mobile
Mobile device – android v AppleLocation e.g. US, UK, Ireland
New v’s Returning
Key Point Dig Deeper for a Truer Picture
Demand for Responsive Design to Improve Users Experience on Multiple Screens.
Additional Help is at Hand...
Google Analytics - Demographics
Conversion Rate by Gender
Conversion Rate by Age Profile
Look to Build Persona’s & Personalise the ExperienceKey Point
Where Do They Abandon?
Source: Salescycle.com
21%When asked for payment
details
26%When asked for personal
details
53%When shown
the total price
Improve Conversion by Minimising Abandonment Conditions
Before AbandonmentClearly Display Total PriceBooking deposit – clearly state conditionsReduce Number of form fields when requesting personal detailsConfirm total price on payment page and Display Security LogosShow Images of room and supporting textOffer Price Guarantees
75% of first time visitors who abandon do so with the intent of
returning again.
Source: Salescycle.com
43%
Within week
13%
Next Day
33%
Same Day
11%
After a Week
Improve Conversion by Remarketing
After AbandonmentAd Retargeting through google and affiliate networksEmail Recovery retargeting as part of the booking process
Breakdown of “time-to-purchase” Data30% purchase in less than 20 minutes50% purchase in 20 minutes to an hour60% purchase in 1 to 3 hours65% purchase in 3 to 12 hours72% purchase in 12-24 hours80% purchase in 3-7 days95% purchase in 1-2 weeks100% purchase in more than 2 weeksSource: SeeWhy
SummaryDesign – Form and FunctionAIDA - Stages to a Purchasing DecisionImportant Role of Landing PagesDug Deeper into ConversionOptimal Design Guide for ConversionWhy Visitors Abandon the Conversion ProcessTips to Reduce Abandonment for Better Conversion