Usability and Conversions
1
Copyright 2009 Cre8pc.com Search Camp Philly 2009
Kim Krause Berg (aka “CRE8PC”)
Copyright 2009 Cre8pc.com Search Camp Philly 2009
2
Web Site Usability and SEO ConsultantFounder:Cre8pc.comUsabilityEffect.comCre8asiteforums.comAkesana.com
Consultant, writer, columnist, SEO, Internet software QA testing, user manuals, requirements documentation, accessibility, usability, forums owner, instructor for
the SearchEngineCollege.com
Member of the Usability Professionals AssociationMember of the American Society for Information Science and Technology
(ASIS&T)
SEO and Usability – You Flirt!
Copyright 2009 Cre8pc.com Search Camp Philly 2009
3
“Natural Leather”, Brand
Steven Shake It (Natural Leather) - Fringe Boots; Read Steven Shake It product reviews, or select the Steven Shake It size, width, and color of the Steven ...www.zappos.com/n/p/dp/33633062/c/478.html
4
Copyright 2009 Cre8pc.com Search Camp Philly 2009
Brand, “Fringe”
Buy Frye Bella Fringe Pull-on Boots at the lowest price, guaranteed! ... Suede, leather sole, leather lined, stacked wood heel; Model number Bella Lo Flw ...www.overstock.com/Clothing...Fringe...Boots/.../product.html -
5
Copyright 2009 Cre8pc.com Search Camp Philly 2009
Searchability > Findability > Usability
Copyright 2009 Cre8pc.com Search Camp Philly 2009
6
Site owners expect the pattern to be1.being located in search engines2. to being visited
And then the logic seems to stop.
Meta and Title Tags are HOT!Follow up your search lead with page that meets
user expectations
Usability Foundation: Cut back at your own risk!
Copyright 2009 Cre8pc.com Search Camp Philly 2009
7
Requirements Gathering; WHO IS IT FOR?Web site guidelines; plan, site map, mock upEstablish tasks; create Information ArchitectureReview with consultant (“Will this work”)Design; select software; access performance needsContent; Persuasive writing; link labels; anchor textUser Interface; tasks; call to action, formsConversions; tied to UI, Content, IA, Human behaviorTEST TEST TESTSearch Engine and Social Media Marketing
Conversions
Copyright 2009 Cre8pc.com Search Camp Philly 2009
8
Your Unique Selling Proposition Placement of call to action prompts (call now, apply today, limited time
special…) Authenticity and Credibility Images Accessibility Mobile User generated feedback Social site links (Twitter, FB, Linkedin….) Clean navigation; easy to use navigation Readability (Font sizes and contrasts) Customer service; phone number visible, feedback, hours, payment
methods, no invasive forms, guarantees
Usability Conversions Tips
Copyright 2009 Cre8pc.com Search Camp Philly 2009
9
Be ready with next step in user task WHEN THEY’RE THINKING ABOUT TAKING IT
Don’t Make Me Think – consistent navigation, user instructions, easy to read buttons
Don’t Make Me Beg – location, show sales early, your hours? Samples? Instructions?
Don’t Make Me Get Lost – Confidence, trust
What’s in it for ME – Why do you want my phone number?
You Had Me at Hello – Repeat customers, incentives, finding things fast from the homepage, value prop on homepage
You Don’t Send Me Flowers Anymore – email lists, blog feeds, coupons, discounts, special accounts, Amazon!!!
http://www.usabilityeffect.com/freeresources.doc
Copyright 2009 Cre8pc.com Search Camp Philly 2009
10
http://twitter.com/kim_cre8pc
http://www.facebook.com/cre8pc