The Importance Of Usability For Customer Facing Websites

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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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2. Manchester DigitalsUsability: Whats The Use? Improving your bottom line (especially in a recession!) by Paul Rouke User Experience Director at PRWD 28 thJanuary 2009 3. What Ill be talking about

  • Customer facing websites
  • (getting more enquiries and sales)

4. Topics Somekey questionsto ask yourself Key business areasthat apply Case study increasing revenue per employee A quick survey for you 5. Some key questions to ask yourself 6. Do you know how well your websiteperformsfor your business? 7. Are youfully confidentyou arent wasting some of your money on marketing? 8. Are youenviousof what your larger competitors do online? 9. If you sell online,are enough people buying from you ? 10. Some good news usability improvements apply toeverysize of business 11. Areas you should be looking at 12. 13. What can usability improve? 14. 15. The financial impactof improving a lowe-commerce conversion rate of 1.5% (a real life retailer who we are currently pitching to) *Based upon the site maintaining existing traffic levels 2.25% Minimum guaranteed conversion rate from PRWD 1.25million Projected value of new sales per year* 3.75million Projected online sales per year* 1.5% Current conversion rate 2.5million Current online sales per year 16. Case study: increasing revenue-per-employee 17. Problem Actions Results ROI 18. In-efficient sales and marketing strategy traditional modern 19. Problem Actions Results ROI 20. Analysis Measure & refine Design Build Business analysis Customer analysis Prospect analysis Challenge current thinking ie. we wont 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 21. Problem Actions Results ROI 22. Over 1st two years of working together... 23. Problem Actions Results ROI 24. 25. How do you give your visitors what they want? 26.

  • A quick survey
  • Online enquiry forms (key principles)
  • Keep itsimple !
  • Only ask for theminimuminfo required!
  • People are busy, theydont have time for big forms

27. Which form will visitors most use? 28. Which form do visitors most use? 14% 86% 29. How well do these enquiries convert into sales? 30. How well do these enquiries convert into sales? 17% 31. How well do these enquiries convert into sales? 17% 55% 32.

  • Only once you
  • fully understand your visitors wants and needscan you fully exploit the potential of usability

33. The good news! 34. No matter what you have e-commercesites businesswebsites informationportals marketingcampaigns internal systems 35. Usability can and does improve your bottom line! 36. > this presentation > case studies> further information > plus leave your comments all available at: 37. Thankyou for listening to Improving your bottom line by Paul RoukeOffice: 0161 918 6729 Mobile: 07739 745 126 Email:[email_address]


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