How-Do Conference Speeding Up In The Slowdown

“3 steps to improving your online performance”

by Paul RoukeUser Experience Director at PRWD

Web: www.prwd.co.ukBlog: www.paulrouke.co.uk

4th June 2009 @ Liverpool Science Park

My background

Joined 1st e-commerce team in 1999 in design and usability role

7 years experience focused on:

– improving conversion rates

– increasing average order values

– improving number of returning visitors

– converting offline shoppers to online shoppers

Where I work

A few clients we work with directly

A few clients we work with through agency partners

Improve performance of existing websites and applications

Design and build high performing websites/systems/applications

How I help businessesWebsite Evaluations Benchmarking

Analytics & Testing Training

What areas can businesses expect to improve?

online salesonline enquiriesreturn-on-investmentmarketing spend conversionrevenue-per-employee

Understandingvisitors

Measuringperformance

Testing &improving

Understandingvisitors

Measuringperformance

Testing &improving

What is gorilla user testing?

CheapEnlighteningMore natural environment

Delivers actionable results

How to do gorilla user testing

1.Specify key objectives (with a story)

2.Choose at least 5 people to take part

3.Tell them a story

4.Watch, listen and make notes

5.Collate, prioritise and plan changes

How do you give your visitors what they want?

Understanding Visitors – A case study

“Receiving and Converting More Sales Leads From Online Enquiry Forms”

Key Principles

Keep them simpleOnly ask for the minimum info requiredPeople are busy, they don’t have time for big forms

Online enquiry forms

Which form will visitors most use?

Which form do visitors most use?

14% 86%

How well do these enquiries convert into sales?

How well do these enquiries convert into sales?

17%

How well do these enquiries convert into sales?

17% 55%

Use basic user testing to better understand how visitors use your website

Understandingvisitors

Understandingvisitors

Measuringperformance

Testing &improving

Step 1 - Analytics

A couple of options include...

Step 2 – Plan resource

Who has analytics installed on their website?

Keep your hand raised if you use the data to make informed changes

Step 3 – Determine key goals

Online enquiry

Download a document

Application

Subscription

Purchase

Step 4 – Segment your traffic

Step 4 – Segment your traffic

Step 4 – Segment your traffic

Step 4 – Segment your traffic

Step 5 – Specify key journeys

Step 6 – Invest time and resource

One of my favorite quotes from Avinash Kaushik is his “10/90″ rule, which says:

“for sites with $100k to spend on analytics, they should invest $10k in software and invest $90k in great staff.”

http://www.kaushik.net/avinash/

Use analytics and segment your traffic to identify where key

potential customers struggle to complete their objectives

Measuringperformance

Understandingvisitors

Measuringperformance

Testing &improving

Testing - WhatTest variations of different page elements

Page componentsPage layout

Placement of specific items

Call to action - graphics or messages

Links - design, colour, size

Copy text

Headings/sub headings

Buttons - design, colour, size

FormsField layout on forms

Number of items on a form

Number of steps within a multi-step process

RetailersProduct page layout

Cross-sell or up-sell modules

Photo quality

Use of reviews

Use of videos

Product pricing

Special offers or promotions

Testing - Why

Testing - How

List of software and vendors courtesy of Craig Sullivan

Who has carried out split testing on their site?

Keep your hand raised if it proved worthwhile

Testing and improving – A case study

“Test location of enquiry form to determine which version visitors prefer”

Stage 1 – Decide what to test

Stage 2 – Run the test

Stage 3 – Examine results

Stage 4 – Implement

Stage 5 – Go back to stage 1

Why?

Testing isn’t just a one-off activity that will transform your website performance – it needs to be carried out continuously

Don’t ignore the full customer journey

Use split testing to make highly informed, continual improvements

to your online platforms

Testing &Improving

Understandingvisitors

Measuringperformance

Testing &improving

Watch 5 people use your website and

identify where it can be improved

Set up 1 visitor journey, segment your traffic, then watch how many drop out. Then decide if your website

can perform better

Carry out 1 split test then decide for

yourself if its worth it

Thankyou for listening to “3 steps to improving your online performance”by Paul Rouke

Office: 0161 918 6729Mobile: 07739 745 126

Web: www.prwd.co.ukBlog: www.paulrouke.co.uk

Email: paulrouke@prwd.co.uk

Any questions...?