High Performing Websites - Why Opinions are Bullsh*t

verbbrands.com Chris Donnelly

High Performing Websites:

Why Opinions are BullshitChris DonnellyFounder & MD Verb Brands

verbbrands.com

[email protected]

@donnelcs

http://verbbrands.com/


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What I’m Talking About Today

1. Why is a successful website important?

2. How do you build a successful website?

3. How to measure, analyse and evolve for better conversion?

Ask on the Panel:

1. Positioning and Unique Selling Point or Unique Value Proposition

2. SEO and the Myths



What I Do

Founder of VerbDigital Strategist and eCommerce Specialist

Worked with companies such as



What I Do

Founder of VerbDigital Strategist and eCommerce Specialist

Worked with companies such as

Who Am I?



Why is a Successful Website Important?Websites are the hub of digital customer acquisition



A Guide to your Inbound Strategy



What is a Successful Website?How to build a great website and how to optimise

It sounds so simple. But set goals. What is the point otherwise?

• My primary goal at Verb from my website is to convert visitors into enquiring

customers• My secondary goal is to convert visitors into email subscribers and regular

readers

• Third goal is to continue to position and evolve the brand (Non tangible)





What is Website Optimisation?

An act, process or methodology of making a website as fully

perfect, functional or effective as possible.



Types of Optimisation

• User Experience

• Lead Conversions

• Customer Acquisition

• Information Capture

• Customer Delight

• Conversion Rate Optimisation

• Search Engine Ranking



Usability Testing

The systematic observation under controlled conditions to determine

how well people can use the product.

Very important to recruit participants who are similar to your site user for

your usability testing.

Remote usability testing: leaner, quicker and cheaper than lab testing..

Lab testing is very worthwhile but expensive.





Wireframing & Prototyping

Where would you click to find VERB’s work?



Scannability - Z Pattern & Directing Usage



Design Testing



Conversion Rate Optimisation

You must have Goals.

You must optimise.



Conversion Rate OptimisationDefinition

Real-world implementation rather than offline / lab testing.

CRO is either A/B testing or full website deployment.

A/B testing

50% visitors see variation A

50% visitors see variation B

Variation A

Variation B

conversion

conversion

23%

11%



Prioritising a Test SequenceConversion bottlenecks are the usual reason for testing:

Customer



Web

site

Succ

ess

Time

Web

site

Succ

ess

Time

Evolutionary Site RedesignTraditional Site Redesign

Poor Performance

The Best Websites

Yours

5 year gaps between redesigns

5 year gaps between redesigns

Continuous DesignImprovement



The Right Method:

1. User and Market Research

2. Prototyping

3. User Testing

4. Design

5. Testing & Tweaking

6. Develop

7. Launch

8. CRO: AB Testing & Analtics Work





Key Takeaways

1. Website Optimisation is more than just search engine optimisation

2. Websites should attract, convert, close and delight customers

3. Less is more, simplicity is the key, make your pages simple to understand for users and easy to crawl for search engines

4. Quality Content is key and will keep users coming back

5. Websites are not static they are ever evolving Set and evolve your goals, AB Test, Do user meetings, ask for feedback!



High Performing Websites:

Why Opinions are Bulls**t

Chris DonnellyFounder & MD Verb Brands

verbbrands.com

[email protected]

@donnelcs

I’m always available for coffee or a beer to brainstorm and help where I can. Feel free to take a card or drop me an email.



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High Performing Websites - Why Opinions are Bullsh*t

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