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Paul Rouke talks about why every business with a customer facing website, whether retail or not, should take usability seriously if they want to improve their bottom line
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Manchester Digital’s Usability: What’s The Use?
“Improving your bottom line (especially in a recession!)”
by Paul RoukeUser Experience Director at PRWD
28th January 2009
What I’ll be talking about
Customer facing websites
(getting more enquiries and sales)
Topics
Some key questions to ask yourself
Key business areas that apply
Case study – increasing revenue per employee
A quick survey for you
Some key questions to ask yourself
Do you know how well your website performs for your
business?
Are you fully confident you aren’t wasting some of your money on marketing?
Are you envious of what your larger competitors do online?
If you sell online, are enough people buying from you?
Some good news
usability improvementsapply to every size of
business
Areas you should be looking at
What can usability improve?
The financial impact of improving a low e-commerce conversion rate of 1.5%(a real life retailer who we are currently pitching to)
Current online sales per year £2.5million
Current conversion rate 1.5%
Minimum guaranteed conversion rate from PRWD 2.25%
Projected online sales per year* £3.75million
Projected value of new sales per year* £1.25million
*Based upon the site maintaining existing traffic levels
Case study: increasing revenue-per-employee
Problem Actions Results ROI
In-efficient sales and marketing strategy
traditional modern
Problem Actions Results ROI
Analysis
Measure& refine
Design
Build
Business analysis
Customer analysis
Prospect analysis
Challenge current thinking
ie. “we won’t get enquiries for £5,000 machines”
Paper sketches through to final visuals
User testing
Focus on “what are prospects looking for”
Online promotion of products from £30 to £7,500
100% accountability for online channel
Web analytics integration
Testing of different versions
Measure conversion rates from Google Adwords
Identify new market opportunities
Continually
improve & refine UCD
Problem Actions Results ROI
Over 1st two years of working together...
Problem Actions Results ROI
How do you give your visitors what they want?
A quick survey
Online enquiry forms (key principles)
Keep it simple!
Only ask for the minimum info required!
People are busy, they don’t have time for big forms
Which form will visitors most use?
Which form do visitors most use?
14% 86%
How well do these enquiries convert into sales?
How well do these enquiries convert into sales?
17%
How well do these enquiries convert into sales?
17% 55%
Only once you
fully understand your visitors wants and needs can you fully exploit the potential of usability
The good news!
No matter what you have…e-commerce sites
business websites
information portals
marketing campaigns
internal systems…
Usability can and does
improve your bottom line!
> this presentation> case studies > further information> plus leave your comments
all available at:
www.prwd.co.uk/events
Thankyou for listening to “Improving your bottom line”by Paul Rouke
Office: 0161 918 6729Mobile: 07739 745 126
Web: www.prwd.co.uk
Email: paulrouke@prwd.co.uk
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