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Day 2: Usability & Design Mistakes that Kill Conversion
1.
Usability & Design
Mistakes that Kill Conversion Lance Loveday, Closed Loop Marketing Larry Marine, Intuitive Design
2.
Design'Mistakes'that'KILL$
Conversions' By'Larry'Marine' Veteran'Conversion'Expert' ' @UXstrategy''#ConvCon'
3.
What’s'Your'Conversion'Rate?' •
<'2%' • 2E3%'E'industry'average' • 5%' • 10%' • 15%'E'most'of'top'10'are'here' • 20%' • 30%' • 40%'E'Schwann’s' IntuiRve'Design©2011'''''@UXstrategy'''#ConvCon'
4.
What’s'RealisRc?' • If'not'10%,'then'something'is'terribly'wrong!'
' • Most'sites'make'several'common'mistakes' – Strategic' – Usually'fatal' IntuiRve'Design©2011'''''@UXstrategy'''#ConvCon'
5.
Why'are'you'here?' • Learn'how'to'idenRfy'fatal'mistakes'
– Common'signs' – Examples' • Learn'how'to'avoid'these'mistakes' – Proven,'simple'ideas' • Get'a'FREE'analysis'of'your'site' ' IntuiRve'Design©2011'''''@UXstrategy'''#ConvCon'
6.
Not'My'First'Rodeo' • Classically'Trained'
– CogniRve'Science'–'part'psych,'part'computer'science' – Taught'by'the'best'–'Don'Norman,'the'Father'of'UX' • 20+'years'of'market'dominaRng'successes' – Proflowers'–'one'of'the'highest'conversion'rates' – Vanguard'–'the'standard'in'financial'site'design' – Fedex'Office'PrinRng'–'replaced'brickEnEmortar'stores' – 200+'projects'–'broad'range'of'repeated'success' ' IntuiRve'Design©2011'''''@UXstrategy'''#ConvCon'
7.
The'Usual'Suspects' • “Selling”'the'customer'on'one'page' • Wearing'your'underpants'on'the'outside' •
Fear'of'commitment' IntuiRve'Design©2011'''''@UXstrategy'''#ConvCon'
8.
Selling'on'One'Page' • You'won’t'sell'the'user'from'the'landing'page' • Common'Signs:''
– “Buy'Now”'focus'on'the'home/landing'page' – TesRmonials,'first' – Selling'soluRons,'but'not'solving'their'problem' • Guide'users'down'the'garden'path' – There’s'a'flow'you'MUST'follow' IntuiRve'Design©2011'''''@UXstrategy'''#ConvCon'
9.
The'Before$Picture' What problem are
they solving? Call to Action: too prominent IntuiRve'Design©2011'''''@UXstrategy'''#ConvCon'
10.
Down'the'Garden'Path' User%State%
• Awareness% • A,en-on% • Desire% • Ac-on% IntuiRve'Design©2011'''''@UXstrategy'''#ConvCon'
11.
Down'the'Garden'Path' User%State%
Transi-on%Trigger% • Awareness% ↓ Point%of%Pain% • A,en-on% ↓ What’s%in%it%for%me?% • Desire% ↓ Reason%to%Believe% • Ac-on% IntuiRve'Design©2011'''''@UXstrategy'''#ConvCon'
12.
TransiRon'Triggers' • Point'of'Pain'
– Resonate'with'their'perceived'problem' • Ask'quesRons'rather'than'make'statements' • What’s'In'It'For'Me'(WIIFM)' – Value'Prop:'How'can'you'solve'their'problem' • Reason'to'Believe' – TesRmonials,'hero'shots,'trust'marks,'etc.'' • They'want'to'believe,'so'don’t'scare'them'off' IntuiRve'Design©2011'''''@UXstrategy'''#ConvCon'
13.
Good'TransiRons' Point of Pain:
What’s right for my occasion? Another Point of Pain Value prop: organized by occasion – I know these are the right flowers Reason to believe: On Sale - note subdued call to action IntuiRve'Design©2011'''''@UXstrategy'''#ConvCon'
14.
Wearing'Your'Underpants…' • Is'your'site'organized'around'your'business?'
– ReflecRng'how'you'see'your'company/products?' • Common'signs:' – Product'secRons/categories' – Verbiage'focused'on'the'technology'or'business' – Requires'visiRng'lots'of'irrelevant'pages' • Organize'the'site'for'the'user’s'perspecRve ' '' IntuiRve'Design©2011'''''@UXstrategy'''#ConvCon'
15.
What’s'Wrong'with'this'Picture?'
IntuiRve'Design©2011'''''@UXstrategy'''#ConvCon'
16.
What’s'Wrong'with'this'Picture?' Where’s the Point
of Pain? Reason to Believe What’s in it for me? front and center. You want ME to figure out which of YOUR products will work for me? IntuiRve'Design©2011'''''@UXstrategy'''#ConvCon'
17.
BrochureWare' Requires the user to
do all the work IntuiRve'Design©2011'''''@UXstrategy'''#ConvCon'
18.
Organize'for'the'User' • IdenRfy'with'the'user’s'problem' • Organize'products'by'the'problems'they'solve' •
Example:'buying'an'SLR'camera' – Intended'use:'indoor,'outdoor,'acRon,'sRlls' • If'outdoor'acRon,'then'consider'this'lens' • don’t'forget'a'UV'filter' • extra'baqery?' IntuiRve'Design©2011'''''@UXstrategy'''#ConvCon'
19.
Problem,'then'SoluRons' Organized by what the
user knows Add vases and chocolates, later IntuiRve'Design©2011'''''@UXstrategy'''#ConvCon'
20.
Fear'of'Commitment' • Asking'for'a'commitment'
– Without'giving'something'valuable,'first' • Common'sign:' – Email'address'before'showing'them'anything' – Must'register'first'to'use'the'site' IntuiRve'Design©2011'''''@UXstrategy'''#ConvCon'
21.
Incrementally'Engage'the'User' • Incrementally'engage'your'users'
– Every'acRon'is'a'commitment,'even'just'a'click' – Low'commitment,'high'return' – PersonalizaRon'works'REALLY'well' • Incrementally'increase'the'commitment'level' – Click'for'an'abstract'of'a'white'paper' • Whet'their'appeRte' – Then'ask'for'an'email'address'to'see'the'rest'of'it' IntuiRve'Design©2011'''''@UXstrategy'''#ConvCon'
22.
Incremental'Engagement' Selecting an occasion
is personal and engaging Browsing engages users without commitment IntuiRve'Design©2011'''''@UXstrategy'''#ConvCon'
23.
Make'it'Personal'
Low commitment engagement and personalization IntuiRve'Design©2011'''''@UXstrategy'''#ConvCon'
24.
The'A+er$Picture' •
Resonate'with'the'Point'of'Pain' • Give'them'an'obvious'value'proposiRon' • Engage'them' • Make'it'personal' • Solve'their'damned'problem,'already!' IntuiRve'Design©2011'''''@UXstrategy'''#ConvCon'
25.
A'Concept'that'Works!'
IntuiRve'Design©2011'''''@UXstrategy'''#ConvCon'
26.
Free'Analysis' • Want'some'feedback'on'your'site?' • Free'30'minute'analysis' •
Text:'(719)'229E4031' • Email:'LMarine@IntuiRveDesign.com' IntuiRve'Design©2011'''''@UXstrategy'''#ConvCon'
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