2009 Philly Search Camp Usability Conversions

Usability and Conversions

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Copyright 2009 Cre8pc.com Search Camp Philly 2009

Kim Krause Berg (aka “CRE8PC”)


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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!


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“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

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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 -

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Searchability > Findability > Usability


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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!


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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


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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


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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


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http://twitter.com/kim_cre8pc

http://www.facebook.com/cre8pc

Business

2009 Philly Search Camp Usability Conversions