Why Design is Critical for ConversionWilliam Cotter

Net Affinity?

Conversion

Centered Design

3-5 Sec’s to Grab Visitors Attention

Only 3% of Site Visitors will Convert

What You Will Learn Today Make the Most of Your Visitors Attention

Increase Site Conversion

What We Will CoverWhat is Design Stages to a Purchasing DecisionImportant Role of Landing PagesDigging Deeper into ConversionOptimal Design Guide for ConversionWhere Visitors Abandon the Conversion ProcessTips to Reduce Abandonment for Better Conversion

What is Design?Drawing to Show the Form and Function

Look and FeelArousing Visual Senses, Emotion

Connection.

Site Usability Relates to the Working of a Site,

Engagement.

Form

Function

Visitors Perspective

Does This Site Match my Needs Right NowDoes it Fulfill my Aspirations & Desires.

Can I navigate the site easily. Find the information I want, make a booking.

Form

Function

Challenges for Client & Agency

Imagery, Branding, Copy, CompositionClarity of Direction, One Voice.

Navigation, User flow, Guiding Visitor to Action

Devices, Browsers, Changing Technologies.

Form

Function

Tools to Measure Form & Function

Heat, Confetti & Scroll Maps e.g. Crazyegg

Visitor Recordings e.g. Inspectlet, Clicktale

Form

Function

Eye Tracking StudiesPut your most valuable content above the foldThe left side of your page is importantPeople read big, bold headlinesBlocks of information are bestYou need a lot of white spacePictures of people are goodGet rid of banners

Source: http://www.quicksprout.com/2014/04/16/8-powerful-takeaways-from-eye-tracking-studies/

Stages in Making a Purchasing Decision

Four different media tools to create

awareness, interest, desire and action

Text, Graphics, Images and Sound – that’s it.

Simplicity is KeyUsers Don’t Read, They Scan Users Are Impatient Users Don’t Make Optimal ChoicesUsers Follow Their IntuitionUsers Want to Have Control

Conversion is all About Attention

As Attention Ratio Goes Down, Conversion Rates Go Up.

Removing Available Options to Encourage Visitors

To Click on the Thing You Want Them To.

Key Point

Landing Pages are at the Heart of Conversion

Centered Design:one page, one purpose.Match Your Landing Page Headlines and Images with Your Ads to Get:

A Lower Cost per ClickA higher ad Position

A Better ROIHigher Conversion Rates

Home Page v Landing Page

57 : 1 1 : 1

Emotive HeadlineDescriptive Sub HeadingConcise Copy & BulletsTestimonials / Social ProofStrong Call to ActionProminent ButtonMinimal (zero) LinksHigh Quality ImageryTrust Signs

Source: http://www.brightpathdigital.co.uk/blog/marketing-strategy/12-tips-for-good-landing-page-design/

Attention Ratio Too Many Choices results in confusion and abandonment.

Conversion Coupling Pre-click experience should match the post-click landing page.

Contextual Maintain a contextual flow i.e. “romantic getaway” the landing page should continue that conversation.

Congruence Eliminate negative words e.g. proximity of nightlife and bars when promoting family getaways.

Clarity Simple Design, use of White Space, Use Imagery to sells.

Credibility Boost consumer confidence with hotel reviews/ratings or testimonials

Source: Kissmetrics & Unbounce

When to Use Landing Pages

Paid Search Marketing

Paid Social Marketing

Email Marketing

Remarketing / Display

Ads

Uncover Your Conversion Stats

Source e.g. organic, referrer, direct, paid, socialDevice e.g. desktop, tablet, mobile

Mobile device – android v AppleLocation e.g. US, UK, Ireland

New v’s Returning

Key Point Dig Deeper for a Truer Picture

Demand for Responsive Design to Improve Users Experience on Multiple Screens.

Additional Help is at Hand...

Google Analytics - Demographics

Conversion Rate by Gender

Conversion Rate by Age Profile

Look to Build Persona’s & Personalise the ExperienceKey Point

Persona Ad Landing Page

Betterconversion

rate

Path for Better Conversion

Where Do They Abandon?

Source: Salescycle.com

21%When asked for payment

details

26%When asked for personal

details

53%When shown

the total price

Improve Conversion by Minimising Abandonment Conditions

Before AbandonmentClearly Display Total PriceBooking deposit – clearly state conditionsReduce Number of form fields when requesting personal detailsConfirm total price on payment page and Display Security LogosShow Images of room and supporting textOffer Price Guarantees

75% of first time visitors who abandon do so with the intent of

returning again.

Source: Salescycle.com

43%

Within week

13%

Next Day

33%

Same Day

11%

After a Week

Improve Conversion by Remarketing

After AbandonmentAd Retargeting through google and affiliate networksEmail Recovery retargeting as part of the booking process

Breakdown of “time-to-purchase” Data30% purchase in less than 20 minutes50% purchase in 20 minutes to an hour60% purchase in 1 to 3 hours65% purchase in 3 to 12 hours72% purchase in 12-24 hours80% purchase in 3-7 days95% purchase in 1-2 weeks100% purchase in more than 2 weeksSource: SeeWhy

SummaryDesign – Form and FunctionAIDA - Stages to a Purchasing DecisionImportant Role of Landing PagesDug Deeper into ConversionOptimal Design Guide for ConversionWhy Visitors Abandon the Conversion ProcessTips to Reduce Abandonment for Better Conversion