User experience and SEO: Is your website losing you customers? Chelmsford City Showcase
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Transcript of User experience and SEO: Is your website losing you customers? Chelmsford City Showcase
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Search Engine Optimisation (SEO) and User Experience: Is your website losing
you customers?
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Ian MillerSearch Director
Barnie MillsHead of Design
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What the next hour is about
• Engaging users to increase site conversion
• Quite a lot of common sense
• Some tools to check the results
• Hopefully, a way to remember everything…
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Choose an appropriate venue
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Where are they coming from?
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Where are they coming from?
Source Medium
Google organic/cpc/referral
Bing organic/cpc
Facebook referral
Google shopping cpc
Yahoo organic/referral
Outlook direct
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What do we know about them?
Metrics - numbers Dimensions - things
Visits Landing page
Page views Keyword
Goal completion rate % Browser
Revenue Source
Bounce rate % Medium
Average time on site City
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Don’t make assumptions
• What is ‘bounce rate’?
• Spending time on site doesn’t always equate to value
• Segment traffic
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Non-paid Search Traffic
Paid Search Traffic
Direct Traffic
Referral Traffic
Visits
49,389
% of total: 43.21%(114,299)
38,756
% of total: 33.91%(114,299)
9,613
% of total: 8.41%(114,299)
16,427
% of total: 14.37%(114,299)
Pages/Visit
2.84
Site Avg: 2.62(8.22%)
2.25
Site Avg: 2.62(-14.17%)
2.71
Site Avg: 2.62(3.58%)
2.79Site Avg: 2.62
(86.45%)
% New Visits
77.63%
Site Avg: 76.66%(1.14%)
78.55%
Site Avg: 76.66%(2.46%)
76.30%
Site Avg: 76.66%(1.14%)
70.12%
Site Avg: 75.66%(-8.53%)
Bounce Rate
55.34%
Site Avg: 58.56%(-6.49%)
64.96%
Site Avg: 58.56%(10.92%)
57.73%
Site Avg: 58.56%(1-.41%)
53.64%
Site Avg: 58.56%(-8.39%)
Avg. Visit Duration
00:02:23
Site Avg: 00:02:29(-4.47%)
00:02:26
Site Avg: 00:02:29(-2.01%)
00:02:31
Site Avg: 00:02:29(1.13%)
00:02:55
Site Avg: 00:02:29(17.09%)
Which is more valuable?
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Non-paid Search Traffic
Paid Search Traffic
Direct Traffic
Referral Traffic
Visits
49,389
% of total: 43.21%(114,299)
38,756
% of total: 33.91%(114,299)
9,613
% of total: 8.41%(114,299)
16,427
% of total: 14.37%(114,299)
Goal Conversion Rate
9.69%
Site Avg: 17.62%(-45.02%)
18.14%
Site Avg: 17.62%(2.94%)
39.22%
Site Avg: 17.62%(122.54%)
27.64%
Site Avg: 17.62%(56.86%)
Goal Results Page
(Conversion Rate)
9.69%
Site Avg: 17.62%(-45.02%)
18.14%
Site Avg: 17.62%(2.94%)
39.22%
Site Avg: 17.62%(122.54%)
27.64%
Site Avg: 17.62%(56.96%)
Per Visit Goal
Conversion Rate
£0.00
Site Avg: £0.00(0.00%)
£0.00
Site Avg: £0.00(0.00%)
£0.00
Site Avg: £0.00(0.00%)
£0.00
Site Avg: £0.00(0.00%)
Do you still agree?
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The homepage(Like arranging to meet under the clock at Waterloo)
• Easy to offer a wide range of options
• Expectation is not as clearly defined
• Harder to plan in advance
Image by Elliott Brown “ell-r-brown” (Flickr)
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Landing pages(Like arranging to meet at the cinema)
• Expectation is more clearly defined
• We can plan in advance
Photo: ScypaxPictures, www.flickr.com
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I want one of these!(They’re fancy!)
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Make sure you turn up on time
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Page loadWe could have failed before we’ve started
Every second loading = 0.65 increase in bounce rate!
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Mobile devicesThe pre-date bandwidth traffic jam!
• Consider image use
• What is really important?
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Mobile isn’t going to go awayYou can’t just ignore it!
Over half of Britainowns a smartphone
(Ofcom)
20% of adultsown a tablet
(Mobile OperatorsAssociation and YouGov)
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Make a good first impression3Stand 26 | @craftedmedia
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First impressions count online
One in five visitors leave websites in
5seconds
The average time spent on a
webpage is
25seconds
On average visitors onlyread around
20%of content
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The 5 second rule?
• Am I in the right place?
• Am I interested?
• Do I trust you?
• What next?
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A quick 5 second example…
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www.wiggle.co.uk
• What 3 activities does the site cater for?
• Name three advertised USPs
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Passing the 5 second test
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Dress appropriately
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Mobile devices
• How will your content display?
• How will the user interact?
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Which device should I target?
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40+ Android devices launched in 2012…
We no longer know the page size!
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Responsive web design
A single siteto maintain
A single setof analytics
Google recommends
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Image is everything
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We provide blue sky technical solutions...
SIGN UP No, I have no idea what you’re on about
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Clear calls to action PRESS
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(I also flash and play the themefrom The Apprentice every 30 seconds)
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For bespoke digitalmarketing call Crafted today
01473 213 222
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Looks are only skin deepLanguage is important
Learn More
About what? It’s a bit vague
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Looks are only skin deepLanguage is important
Try ‘Blind Date’ Free60 second sign up
What have I got to lose? And it only takes a minute!
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However, for most
of us having a clear,
concise call-to-action
isn’t enough…
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Build trust, build the relationship4
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The art of conversation
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Content should…
• Build trust
• Build empathy
• Build desire
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Don’t just talk about yourself
• Consider related subjects
• Be interesting
• Be relevant
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Social proof
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Trust marks
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Design patternsDon’t re-invent the wheel
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Beware the anti-pattern!The awkward handshake of user experience
• Don’t re-invent the wheel
• Be consistent
• Avoid the awkward handshake!
• darkpatterns.org
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Beware the dark side!When design patterns turn bad
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Image: http://darkpatterns.org/
library/trick_questions/
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Value your customers, it’s easier to lose trust than to gain it!
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Old fashioned customer serviceIt goes a long way
• Keep your promises
• Make your customers feel valued
• Keep the human touch
• Just be nice!
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Beyond first conversion
New visitors
Returning visitors
Visits
90,670
% of total: 73.15%(123.945)
38,756
% of total: 26.85%(123.945)
Revenue
£31,281.16
% of total: 49.22%(£63,548.66)
£32,267.50
% of total: 50.78%(£63,548.66)
Transactions
942
% of total: 52.63%(1,790)
848
% of total: 47.37%(1,790)
Average Value
£33.21
Site Avg. £35.50(-6.46%)
£38.05
Site Avg. £35.50(7.18%)
Ecommerce
Conversion Rate
1.04%
Site Avg. 1.44%(-28.06%)
2.55%
Site Avg. 1.44%(76.46%)
Per Visit Value
£0.35
Site Avg. £0.51(-32.71%)
£.0.97
Site Avg. £0.51(89.13%)
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Keep in touch5Stand 26 | @craftedmedia
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Newsletters
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Welcome to the club
• Know your customer
• Target them more efficiently
• Increase customer value
• Member offers/promotions
• Faster payment
• Make them feel ‘special’
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There is no silver bullet!
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Testing Assumptions
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Testing toolkit
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Conversion rate Blind Date
1. Choose an appropriate venue
2. Turn up on time
3. Make a good first impression
4. Build trust, build the relationship
5. Keep in touch
Thank you…
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