Download - User experience and SEO: Is your website losing you customers? Chelmsford City Showcase

Stand 26 | @craftedmedia

Search Engine Optimisation (SEO) and User Experience: Is your website losing

you customers?


Ian MillerSearch Director

Barnie MillsHead of Design


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…


Choose an appropriate venue


1


Where are they coming from?


Where are they coming from?

Source Medium

Google organic/cpc/referral

Bing organic/cpc

Facebook referral

Google shopping cpc

Yahoo organic/referral

Outlook direct


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


Don’t make assumptions

• What is ‘bounce rate’?

• Spending time on site doesn’t always equate to value

• Segment traffic


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?


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?


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)


Landing pages(Like arranging to meet at the cinema)

• Expectation is more clearly defined

• We can plan in advance

Photo: ScypaxPictures, www.flickr.com


I want one of these!(They’re fancy!)


Make sure you turn up on time


2


Page loadWe could have failed before we’ve started

Every second loading = 0.65 increase in bounce rate!


Mobile devicesThe pre-date bandwidth traffic jam!

• Consider image use

• What is really important?


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)


Make a good first impression3Stand 26 | @craftedmedia


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


The 5 second rule?

• Am I in the right place?

• Am I interested?

• Do I trust you?

• What next?


A quick 5 second example…



www.wiggle.co.uk

• What 3 activities does the site cater for?

• Name three advertised USPs


Passing the 5 second test



Dress appropriately


Mobile devices

• How will your content display?

• How will the user interact?



Which device should I target?


40+ Android devices launched in 2012…

We no longer know the page size!


Responsive web design

A single siteto maintain

A single setof analytics

Google recommends


Image is everything


We provide blue sky technical solutions...

SIGN UP No, I have no idea what you’re on about


Clear calls to action PRESS


(I also flash and play the themefrom The Apprentice every 30 seconds)


For bespoke digitalmarketing call Crafted today

01473 213 222


Looks are only skin deepLanguage is important

Learn More

About what? It’s a bit vague


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!


However, for most

of us having a clear,

concise call-to-action

isn’t enough…


Build trust, build the relationship4



The art of conversation


Content should…

• Build trust

• Build empathy

• Build desire


Don’t just talk about yourself

• Consider related subjects

• Be interesting

• Be relevant


Social proof


Trust marks


Design patternsDon’t re-invent the wheel


Beware the anti-pattern!The awkward handshake of user experience

• Don’t re-invent the wheel

• Be consistent

• Avoid the awkward handshake!

• darkpatterns.org


Beware the dark side!When design patterns turn bad


Image: http://darkpatterns.org/

library/trick_questions/


Value your customers, it’s easier to lose trust than to gain it!


Old fashioned customer serviceIt goes a long way

• Keep your promises

• Make your customers feel valued

• Keep the human touch

• Just be nice!


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%)


Keep in touch5Stand 26 | @craftedmedia


Newsletters


Welcome to the club

• Know your customer

• Target them more efficiently

• Increase customer value

• Member offers/promotions

• Faster payment

• Make them feel ‘special’


There is no silver bullet!



Testing Assumptions


Stand 26 | @craftedmedia40%Increase in conversion

Stand 26 | @craftedmedia55%Increase in conversion


Testing toolkit


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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