Why most websites fail and how you can make sure yours doesn't| Gareth Dunlop | Fathom
-
Upload
enterprise-ireland -
Category
Internet
-
view
494 -
download
0
Transcript of Why most websites fail and how you can make sure yours doesn't| Gareth Dunlop | Fathom
Why most websites fail and how you can make sure yours doesn’tGareth Dunlop 23.3.2016
1. Briefly about Fathom
We are a user experience consultancy who work with organisations and agencies to improve online performance.
We help our customers build exceptional integrated online experiences for their customers using analytics, direct user feedback and design best practice.
Trading since 2011, we have eight full time staff and four associates.
Performance through insight
Awards in the past 12 months
Website of the Year - UX DigitalPrinting.co.uk
Best practice website of the Year 48months.ie
Consultancy – UX (commended) Ulster Business School
UX Project of the Year 48months.ie (commended)
2. UX as a competitive advantage
11
550% increase in traffic to product pages
230% increase in warm inbound enquiries
conversion increase on mobile from
1.1% to
2.9%
3. What UX is and why it matters
3.1 A focus on the users view of the world
22
“If I had an hour to solve a problem I'd spend 55 minutes thinking about the problem and 5 minutes thinking about solutions.” Albert Einstein
23
“Hopefully most of our users don’t think about or notice us. They just use the service and get on with their lives.”
3.2 The pursuit of evidence
3.3 Moments of truth
FIRSTvisit
FIRSTuse
FREQUENTuse
3.4 Understanding core tasks
a task
focussed
approach
to design
how we view our websites
how our customers view our websites
how our customers view our websites
4. UX in action
We want more and warmer inbound enquiries!
UX planning for Big Red Cloud
1 Analytics Review
UX planning for Big Red Cloud
2 Competitive review
UX planning for Big Red Cloud
3 Personas
UX planning for Big Red Cloud
4 Customer input
UX planning for Big Red Cloud
5 Content audit
UX planning for Big Red Cloud
SupportBig Red Cloud support perceived to be excellent, based on direct
experience of support in most cases. The local angle enhances the
idea that support will be readily available. Customers want to know
they can talk to someone when they need it.Resistance pointsDo I need training for this? What kind of support is available? Will I be able to talk to a person?
Features vs benefitsSMEs have very simple requirements, it’s all about the software being
an easy and natural part of their workflow. They know this isn’t rocket
science. Products like Sage are ‘too big’ for most BRC customers.
They want to know that “it just works”.Resistance pointsDoes this fit my business? Is it simple enough for me to use? Am I buying more than I need?
Accountant approvedA concern, if not a huge one, during assessment of the product. Knowing the accountant approves of - and can access - the product removes friction and another potential obstacle from the route to trial.Resistance points• Will my accountant approve of this? • Can my accountant use what this produces?
• Is this product meant for accountants?
The cloudMost customers contacted still used a desktop or laptop. For those that understood the cloud, the advantage was storing data securely and remotely. The ability of others to access their account if required also resonates.Resistance points• What does ‘the cloud’ even mean? • Why should I care about it? • Why is it better?
Trial considerationThe sign up process itself presents more barriers to trial sign-up, more
opportunities for users to abandon the process. As such we need to address the
following common objections during the sign-up process.
PaymentTrial period
SecurityRequired information
Product considerationIn the consideration stage of the buying process customers look for reassurance that the product is suitable for them and their business.
Do I need to provide my payment details?How long does it last? Will it auto-convert?
6 Resistance map
UX planning for Big Red Cloud
Knowledge Centre
FAQ
How to videos
BRC API
Guides & glossariesContact Support
Live chat
Request a callbackEmail
Remote support
Pricing
About us
Contact us
Affiliates
7 Site structure
UX planning for Big Red Cloud Main primary CTALarge and prominently positioned
BenefitsKey benefits of joining BRC: Simple, secure, collaborative, accessible. Includes access to dedicated Benefits page.
SupportContent outlines support perks for members of BRC. Includes access to dedicated Support page.
PricingSection about the simple, transparent
8 Low fidelity wireframes
UX planning for Big Red Cloud
Primary NavigationBenefits, Support, Pricing, Primary CTA
Positioning StatementOnline accounting software for SMEs…
Introductory videoCentred around a Big Red Cloud customer
Main primary CTALarge and prominently positioned
Benefits
Key benefits of joining BRC: Simple,
secure, collaborative, accessible. Includes
access to dedicated Benefits page.
Footer
Access to remaining pages of the website
(about, blog, etc.) and social media
Support
Content outlines support perks for
members of BRC. Includes access to
dedicated Support page.
Pricing
Section about the simple, transparent
pricing plan. Includes access to dedicated
Pricing page.
Closing statement
Short sentence encouraging users to sign
up to BRC, accompanied by large CTA.
Primary CTASecondary CTA
Key
The objective of the homepage is to give users a solid understanding of what BRC
has to offer and encourage them to sign up for a free trial.
2
Homepage
CTA interaction
CTAs will be placed in key positions across
the website, including in the header and
above the fold on the homepage as shown,
left. The homepage will also feature an input
field for users to add their email address.
Registration form
Users will be taken to the registration form
after interacting with a CTA on the website.
Only required information is gathered here,
namely the email address and password.
Those users who typed an email address on
the homepage will see it displayed on the
registration form and will only be required to
type in their password and confirmation.
Add company
Users will be asked to add a company name
for the account that is being created. Note
that this step is optional and therefore can be
skipped. An explanation must also be added
here to ensure users understand why the
company name is being requested.
Access to Big Red Cloud
At this stage users are registered as trial
members on Big Red Cloud, where they may
start using the product.
default registration formpre-filled registration form
homepage registration CTA header/other CTA
optional registration step
Big Red Cloud
ActionKey
Input
9
Registration
UX planning for Big Red Cloud
Leading statement
Leading statement to focus on value for
money, upfront with cost of membership.
Perks of BRC pricing
Transparency (no added fees), secure
(details are safe), simple (one plan all
benefits), flexible (pay as you go).
Customer testimonial
Quote from customer about how BRC has
benefited them and their business.
Closing statement
Statement encouraging users to join and
large CTA.
Primary CTA
KeyThe objective of this page is to present the BRC pricing plan simply and clearly. We
remove any obstacles by providing them with a single option, and we outline the
benefits of the price plan (i.e. transparent, flexible…) rather than listing features.
7
Pricing
Primary CTA
KeyThe about page aims to humanise the product by presenting the team or showing
BRC’s journey. This will allow users to get a sense of how involved the people are, and
how determined they are to make life easier for SMEs.
Secondary navigation
Access to other areas of “About”: BRC
History, the team, sponsor for a day
Opening statement
General statement about BRC’s history.
Timeline
Highlight key points in BRC’s history.
8
About - history
UX planning for Big Red Cloud
9 High fidelity wireframes
UX planning for Big Red Cloud
UX planning for Big Red Cloud
UX planning for Big Red Cloud
10 Visual designs
UX planning for Big Red Cloud
UX planning for Big Red Cloud
the customer the customer will someone please think about the customer!
Gareth Dunlop CEO & Founder
www.fathom.pro [email protected]
@fathom_ux @dunlop71
+44 (28) 9099 2882
Thank you