Why Design is Critical for ConversionWilliam Cotter

Net Affinity?

Conversion Centered

Design

3-5 Sec’s to Grab Visitors Attention

Only 3% of Site Visitors will Convert

What You Will Learn Today Make the Most of Your Visitors Attention

Increase Site Conversion

What We Will Cover

What is Design

Stages to a Purchasing Decision

Important Role of Landing Pages

Digging Deeper into Conversion

Optimal Design Guide for Conversion

Where Visitors Abandon the Conversion Process

Tips to Reduce Abandonment for Better Conversion

What is Design?Drawing to Show the Form and Function

Look and FeelArousing Visual Senses, Emotion Connection.

Site Usability Relates to the Working of a Site, Engagement.

Form

Function

Visitors Perspective

Does This Site Match my Needs Right Now

Does it Fulfill my Aspirations & Desires.

Can I navigate the site easily.

Find the information I want, make a booking.

Form

Function

Challenges for Client & Agency

Imagery, Branding, Copy, Composition

Clarity of Direction, One Voice.

Navigation, User flow, Guiding Visitor to Action

Devices, Browsers, Changing Technologies.

Form

Function

Tools to Measure Form & Function

Heat, Confetti & Scroll Maps e.g. Crazyegg

Visitor Recordings e.g. Inspectlet, Clicktale

Form

Function

Eye Tracking StudiesPut your most valuable content above the foldThe left side of your page is importantPeople read big, bold headlinesBlocks of information are bestYou need a lot of white spacePictures of people are goodGet rid of banners

Source: http://www.quicksprout.com/2014/04/16/8-powerful-takeaways-from-eye-tracking-studies/

Stages in Making a Purchasing Decision

Four different media tools to create awareness, interest, desire and action

Text, Graphics, Images and Sound – that’s it.

Simplicity is Key

Users Don’t Read, They ScanUsers Are ImpatientUsers Don’t Make Optimal ChoicesUsers Follow Their IntuitionUsers Want to Have Control

Conversion is all About Attention

As Attention Ratio Goes Down, Conversion Rates Go Up.

Removing Available Options to Encourage Visitors

To Click on the Thing You Want Them To.

Key Point

Landing Pages are at the Heart of Conversion Centered Design:

one page, one purpose.Match Your Landing Page Headlines and Images with Your Ads to Get:

A Lower Cost per ClickA higher ad Position

A Better ROIHigher Conversion Rates

Home Page v Landing Page

57 : 1 1 : 1

Emotive Headline

Descriptive Sub Heading

Concise Copy & Bullets

Testimonials / Social Proof

Strong Call to Action

Prominent Button

Minimal (zero) Links

High Quality Imagery

Trust Signs

Source: http://www.brightpathdigital.co.uk/blog/marketing-strategy/12-tips-for-good-landing-page-design/

Attention Ratio Too Many Choices results in confusion and abandonment.

Conversion Coupling

Pre-click experience should match the post-click landing page.

ContextualMaintain a contextual flow i.e. “romantic getaway” the landing page should continue that conversation.

CongruenceEliminate negative words e.g. proximity of nightlife and bars when promoting family getaways.

Clarity Simple Design, use of White Space, Use Imagery to sells.

Credibility Boost consumer confidence with hotel reviews/ratings or testimonials

Source: Kissmetrics & Unbounce

When to Use Landing Pages

Paid Search Marketing

Paid Social Marketing

Email Marketing

Remarketing / Display Ads

Uncover Your Conversion Stats

Source e.g. organic, referrer, direct, paid, social

Device e.g. desktop, tablet, mobile

Mobile device – android v Apple

Location e.g. US, UK, Ireland

New v’s Returning

Key Point Dig Deeper for a Truer Picture

Demand for Responsive Design to Improve Users Experience on Multiple Screens.

Additional Help is at Hand...

Google Analytics - Demographics

Conversion Rate by Gender

Conversion Rate by Age Profile

Look to Build Persona’s & Personalise the ExperienceKey Point

Persona AdLanding

Page

Betterconversion

rate

Path for Better Conversion

Where Do They Abandon?

Source: Salescycle.com

21%When asked for payment details

26%When asked for personal details

53%When shown the

total price

Improve Conversion by Minimising Abandonment Conditions

Before AbandonmentClearly Display Total Price

Booking deposit – clearly state conditions

Reduce Number of form fields when requesting personal details

Confirm total price on payment page and Display Security Logos

Show Images of room and supporting text

Offer Price Guarantees

75% of first time visitors who abandon do so with the intent of returning again.

Source: Salescycle.com

43%Within week

13%Next Day

33%Same Day

11%After a Week

Improve Conversion by Remarketing

After AbandonmentAd Retargeting through google and affiliate networks

Email Recovery retargeting as part of the booking process

Breakdown of “time-to-purchase” Data30% purchase in less than 20 minutes50% purchase in 20 minutes to an hour60% purchase in 1 to 3 hours65% purchase in 3 to 12 hours72% purchase in 12-24 hours80% purchase in 3-7 days95% purchase in 1-2 weeks100% purchase in more than 2 weeks

Source: SeeWhy

Summary

Design – Form and Function

AIDA - Stages to a Purchasing Decision

Important Role of Landing Pages

Dug Deeper into Conversion

Optimal Design Guide for Conversion

Why Visitors Abandon the Conversion Process

Tips to Reduce Abandonment for Better Conversion