Blogging for reflective learning: Best practices and worst mistakes
5 worst website mistakes - 5 best website recommendations
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Five worst website mistakes
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13Years
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25%
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Smallerbrands
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We deliver 2.5 customers a second
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12
What you going to get in the next 20 mins
Website Conversion >> Media
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PROBLEM
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How do we increase online sales effectively?
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SOLUTION
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Spend more money on Media
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Turn more clicks into customers
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Improve website conversion
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Why increase satisfaction?
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$
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2007 2011
Website facet Mean SD Mean SD
Search Quality 2.3 0.57 2.2 0.59
Ease Of Use 1.9 0.36 2.5 0.53Information Quality 2.4 1.52 3.1 0.64
Information Relevancy 2.6 0.93 2.1 0.85
Page Load Speed 4.1 0.69 3.3 0.51
Visual Appeal 2.8 0.91 3.6 0.77
Trustworthiness 2.9 0.42 3.7 0.64
Satisfaction 3.2 0.50 3.8 0.69Loyalty 3.7 1.01 2.7 0.83Referral Likelihood 2.7 0.17 3.5 0.82
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How are you gathering user feedback on your site?
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Behavioural Psychology is often common sense
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On the page Web Site tactics
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Trust
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Brand Social proof
Recognition
Visual appeal
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Price guarantee Brand
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1/3 of the work force is over 50, gives customers trust
Brand
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Australia’s most trusted brand
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$7.2B in revenue for FY2011
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Peer to peer selling relies on trust
Brand
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Peer to peer selling relies on trust
Brand
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Q1 2012 revenue $3.3B
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Designed for customers not for brands
Social proof
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Designed for customers not for brands
Social proof
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$400K in sales in August 2012
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Delivers more sales for Dell than Facebook
Social proof
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957,056 visitors in August 2012
(more traffic than Catch of the Day)
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Recognition
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Used technology to measure the results
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Control Page B1 Variant B2
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Control Page B1 Variant B2
50% increase in conversion
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How can you improve trust for your business?
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Visual appeal
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Which person would you trust?
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Or…
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Winner of 2012 ORIA’s
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How do your customers rate your site’s visual appeal?
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Brand Social proof
Recognition
Visual appeal
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Page load Performance
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40% of customers will abandon any site that takes longer than 3 seconds to load.
For every 1 second of load time, conversion drops by 7%
Customers expect your website to load in less than 2 seconds
For every 1 second of load time, user satisfaction drops by 16%
http://www.linkedin.com/in/jcolman
http://www.webpagetest.org/
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What would you do if your page load speed was twice as
long as your competitors?
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How do we improve page load speed?
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Free tool measures page load speed
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Displays tracking tags from Ad Servers & Networks
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iFrame container tags can take ¼ of a second
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Universal container tag
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Asynchronous Tag loading is the future
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Ease of use
Navigation
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Converts 3x higher than our average fashion site
(we deliver $8M fashion sales per annum)
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What tests are you undertaking to improve
navigation?
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Information quality
Content
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Googlebot cannot index content behind the paywall
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1.24% conversion rate
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PROBLEM
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Improve click volumes to key report
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Improve sales from key reports
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16.44% of total visits
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First click free, allows Googlebot to index your content
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16.44% of total visits
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0
5,000
10,000
15,000
20,000
25,000
30,000
Jul-
10
Aug-1
0
Sep-1
0
Oct
-10
Nov-
10
Dec
-10
Jan-1
1
Feb-1
1
Mar
-11
Apr-
11
May
-11
Jun-1
1
Jul-
11
Aug-1
1
Sep-1
1
Oct
-11
Nov-
11
Dec
-11
Jan-1
2
Feb-1
2
Mar
-12
Apr-
12
May
-12
Jun-1
2
Jul-
12SEO visits increased 200% YoY
Date of first click free launch
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0
5,000
10,000
15,000
20,000
25,000
30,000
Jul-
10
Aug-1
0
Sep-1
0
Oct
-10
Nov-
10
Dec
-10
Jan-1
1
Feb-1
1
Mar
-11
Apr-
11
May
-11
Jun-1
1
Jul-
11
Aug-1
1
Sep-1
1
Oct
-11
Nov-
11
Dec
-11
Jan-1
2
Feb-1
2
Mar
-12
Apr-
12
May
-12
Jun-1
2
Jul-
12
0
20
40
60
80
100
120
140
Jul-10
Aug-
10
Sep-
10
Oct
-10
Nov-
10
Dec
-10
Jan-
11
Feb-
11
Mar
-11
Apr-
11
May
-11
Jun-
11
Jul-11
Aug-
11
Sep-
11
Oct
-11
Nov-
11
Dec
-11
Jan-
12
Feb-
12
Mar
-12
Apr-
12
May
-12
Jun-
12
Jul-12
Date of first click free launch
Conversions increased by 200% YoY
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Information relevancy
Content
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Discovery
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Analytics
Survey Eye Tracking
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Analytics
Survey Eye Tracking
Insight
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1.24% conversion rate
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14,000 page views per month
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40% bounce rate
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Eye tracking survey
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Call to actions are being ignored
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Below the fold
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Banner blindness
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Created ABn Test with 3 different variables
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98% certain to beat the control
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50% increase in conversion
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How do you optimise customer conversion on your site?
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http://www.comscore.com/Press_Events/Press_Releases/2011/2/comScore_Publishes_White_Paper_on_the_Impact_of_Cookie_Deletion_on_Website_Audience_Measurement_in_Australia
Last click cookie wins
36+% of Australian Internet users delete their third-party cookies in a month comScore report (2011)
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171
Media
>> Media
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CAN’T BE MEASURED
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How can you attribute online sales to Offline Ads?
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PROBLEM
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7.1 million Auto Club members in Australia
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CAN NOW BE MEASURED
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CAN NOW BE MEASURED
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Number of coupon sales per month 501Value of coupon sales per month $100K
Monthly cost saving $10K
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111M TV viewers in USA
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What are you doing to measure offline?
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Five worst website mistakes
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Hard to find information
Slow download speed
Slow response to emails
Bad quality information
Unattractive design
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Five recommendations to improve websites
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Add feedback buttons to every page
Test test test using objectivity
Improve trust wherever possible
Improve page load speed: Use tag managementBegin to measure offline Ad performance online