:: WebBar - Web Marketing Group Barcelona :: http://www.webbar.es -- Min Ahmed's 7 minutes pitch about usability and conversion improvement at 3rd WebBar meetup in Barcelona, 17th of May 2010. http://We

1. Usability & Conversion: How to make your website sell more By Min Ahmed Amcats Limited UK

2. 2 basic happen on the web Get traffic Convert customers Usability & Conversion: How to make your website sell more Concentrate on SEO and Usability

3. Various Ways to get Traffic SEO mechanisms Value added content Increase in customer perception as measured by google Affiliate marketing Offline Digital marketing – emails, news letters

4. Concentrate on SEO 85% of users click on natural search Positioning Top 4 PPC = 7 – 10 in Nat Results (views) That means natural search yeilds 2 – 3 times better results Study by Enquiro et al

5. Visibility of Paid Search Results Increased risk Need to clearly define your PPC Strategy Tactical plan that is detailed Copy/Words Well Researched Tested

6. Visibility of natural search results Lower risk BUT – more effort Value added content Slower Build better usability Lower bounce rates

7. Converting Traffic Usability is not just user journey and better design Google pushes sites perceived by customers/users to be best in dealing with a “question”

8. Converting Traffic Model each page in the information architecture to precise user needs Users needs modelled to keywords Copy and content follow white hat techniques Build real estate on the following principles Google to you “Stay or Go” is 20 secs average Keep key tasks above the fold Do not use marketing fluff