Web Design For ROI

These slides are from the 05/22/08 webcast:

Web Design for ROI: How Design Impacts the Bottom Line

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Contact usaquent.com877 227 8368

Web Design for ROI:How Design Impacts Effectiveness

Lance LovedayCEO

Sandra NiehausVP User Experience, Creative Director

More info & resources at:

www.WebDesignForROI.com

The Business Case for Design

The Business Case for Design

Conversion Optimization

The Business Case for Design

Conversion Optimization

Real World Examples

The Business Case for Design

Conversion Optimization

Real World Examples

Tools & Resources

The Business Case for Design

Fragmentation of Media –and Attention

Fragmentation of Media –and Attention

Fragmentation of Media –and Attention

TV Hurting

The Web - Now a Mass Medium

Advertisers Haven’t Caught Up

Influenceon Retail

of all retail sales are expected to be influenced by or made on the Internet by 2012

43%

Forrester: “The Web’s Impact on In-Store Sales: US Cross-Channel Sales Forecast, 2006 to 20012” and U.S. Dept. of Commerce

Influenceon B2B

of businesses use the Internet to research and findpotential vendors.

* Enquiro: “Business to Business Survey 2007.”

83%

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The Impact of Design on Credibility

of web users admit making judgments about the credibility of an organization based on the design of its web site.

Source: Fogg, B.J., Stanford Guidelines for Web Credibility, Persuasive Technology Lab. Stanford University, 2002 (revised November 2003)

75%

The Impact of Appearance on Trust

Source: eMarketer, 2006

of U.S. online shoppers agree that they will distrust a site that doesn’t have a professional appearance.

68%

How Quickly Are You Judged?

Conversion Optimization

Marketing + Conversion OptimizationDirect Traffic Organic Search Paid Search Email Campaigns Banner Ads Etc.

Marketing + Conversion OptimizationDirect Traffic Organic Search Paid Search Email Campaigns Banner Ads Etc.

Marketing + Conversion OptimizationDirect Traffic Organic Search Paid Search Email Campaigns Banner Ads Etc.

Marketing + Conversion OptimizationDirect Traffic Organic Search Paid Search Email Campaigns Banner Ads Etc.

Marketing + Conversion OptimizationDirect Traffic Organic Search Paid Search Email Campaigns Banner Ads Etc.

Marketing + Conversion OptimizationDirect Traffic Organic Search Paid Search Email Campaigns Banner Ads Etc.

Marketing + Conversion OptimizationDirect Traffic Organic Search Paid Search Email Campaigns Banner Ads Etc.

Marketing + Conversion OptimizationDirect Traffic Organic Search Paid Search Email Campaigns Banner Ads Etc.

Marketing + Conversion OptimizationDirect Traffic Organic Search Paid Search Email Campaigns Banner Ads Etc.

Marketing + Conversion OptimizationDirect Traffic Organic Search Paid Search Email Campaigns Banner Ads Etc.

Marketing + Conversion OptimizationDirect Traffic Organic Search Paid Search Email Campaigns Banner Ads Etc.

Marketing + Conversion OptimizationDirect Traffic Organic Search Paid Search Email Campaigns Banner Ads Etc.

What Conversion Optimization

Can Do for You

The median conversion increase is 40% - 60%

increase in conversion rate (on average)

25% - 400%

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OK, but is a smaller increase

worth the effort?

36

$24M annual salesIncrease conversions from 2.0% to 2.1%

= $1.2M incremental revenue

=1,100% increase in annual ROI

Better web sites make more money

What Does All This Mean For YOU?

Job Security

It’s all about using the right leverage...

40

...in the right places

How Design Attention is Allocated

How It Is

How Design Attention is Allocated

How It Is How It Should Be (based on ROI)

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Real World Examples

44

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Landing Pages

Landing Pages = Visitors’ First Impression of You

Use Consistent Imagery and MessagingBanner ad:

Landing page:

Banner Ad

Landing Page(where’s the offer?)

Provide What You Promised

Case Study –Home Page as Landing Page

New Landing Page with Segmenting Options

Result: 1500% increase in leads

New Landing Page with Segmenting Options

Case Study: Before

Case Study: After

Case Study: After

Result: 600% increase in conversion rate

Case Study: Before

Case Study: After

Case Study: After

Result: 200% increase in leads, no quality decrease

Some Landing Page Design Guidelines

• Separate from site – Focus attention• Extension of ad – Use consistent imagery & messaging• Fewer, more meaningful graphics• Compelling copy• Clear call to action• Fewer form fields (within reason)• Clear, prioritized buttons• Personalize when possible• Segmentation options

Shopping Cart / Checkout

Pop Quiz

What is the average shopping cart abandonment rate across all industries (US)?

A.28%B.59%C.46%D.34%

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62

National average, across all industriesSource: MarketingSherpa E-Commerce study, 2006

Why Do We Abandon Shopping Carts?

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Or just can’t figure out what to click next?

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Buttons that all look the same

65

Prioritized & differentiated

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Prioritized & differentiated

Case Study: Before

Case Study: After

Before

After

Before

After

Before

After

Result: 20% reduction to cart abandonment rate

After

Single-Page Checkout

You Know Single-Page Checkout Works When…

Some Shopping Cart / Checkout Process Design Guidelines

• Progress indicator• Thumbnail images displayed in cart• Automatic formatting of fields• Clear & helpful error messages• Prioritized buttons with clear wording• Providing all info about purchase – shipping, return info, etc.• Single-screen checkout

AVOID• Short time-out periods• Requiring ‘registration’ as a separate step

Conversion Optimization –

Tools & Techniques to Get There

Analytics

Make meaning

out of metrics

Usability Testing

Site Effectiveness Reviews

A/B Testing

A/B Testing

Multivariate TestingCompare multiple images…

…and multiple headlines

Multivariate Testing

Agency-focused tool for multivariate testing

Some Tool Vendors

• Usability Testing Software– Morae - www.techsmith.com/morae.asp

• Analytics Tools:– Google Analytics – www.google.com/analytics– Omniture – www.omniture.com– WebTrends – www.webtrends.com– CoreMetrics – www.coremetrics.com

• Multivariate Testing Tools:– Google Website Optimizer - http://services.google.com/websiteoptimizer/– OptiMost – www.optimost.com– Offermatica – www.offermatica.com– WideMile – www.widemile.com

Learn more at:www.WebDesignForROI.com

Learn more at:www.WebDesignForROI.com

You’ll receive:• A cool book to give your team, boss, or client• Humorous quotes and pithy writing• The business case for conversion optimization• Motivating case studies• Concrete design guidelines to test• Clear examples from a wide variety of sites• Clear “how to” technique and tool descriptions

“My advice? Read, review, implement and measure. The results will be worthwhile.-- Kelly Goto, Principal and Founder, gotomedia

"Most design books are about making your web site pretty. Others are about understanding the technical aspects. Web Design for ROI is the rare book that focuses on your web site doing what you want it to: make you money." -- Bryan Eisenberg, bestselling author of Call to Action

"Filled with practical design tips proven to increase conversion rates and improve your online results."-- Jeff Hackett, SVP, Online Sales, Wachovia

90

Read “Web Design for ROI”

Learn more at:www.WebDesignForROI.com

Learn more at:www.WebDesignForROI.com

You’ll receive:• A cool book to give your team, boss, or client• Humorous quotes and pithy writing• The business case for conversion optimization• Motivating case studies• Concrete design guidelines to test• Clear examples from a wide variety of sites• Clear “how to” technique and tool descriptions

“My advice? Read, review, implement and measure. The results will be worthwhile.-- Kelly Goto, Principal and Founder, gotomedia

"Most design books are about making your web site pretty. Others are about understanding the technical aspects. Web Design for ROI is the rare book that focuses on your web site doing what you want it to: make you money." -- Bryan Eisenberg, bestselling author of Call to Action

"Filled with practical design tips proven to increase conversion rates and improve your online results."-- Jeff Hackett, SVP, Online Sales, Wachovia

91

Read “Web Design for ROI”

Questions?

Thank You!

lance@closed-loop-marketing.com

sandra@closed-loop-marketing.com