10 Essentials for Your Business Website
BTalk’s Phil Dobbie and Greg Muller, Global Reviews
Phil DobbieBNET.com
• Ask questions.• Share your thoughts.• Make this an interactive session.
Welcome to First Friday
About Greg
• Started in information design & performance support in 1995
• First website project in 1996• Founded iFocus in 2000• Formed Australia’s largest
independently-owned digital agency in 2008
• Joined Global Reviews in 2010 as CEO
• 100s of design and usability projects delivered
About Global Reviews
• Founded 2000• Operating in Australia, New
Zealand and UK• Specialist in Customer
Experience Research• Covering key touch points
– Web– Mobile– Telephone – Email– Branches– Live Chat
• Focus on delivering improved sales conversion and loyalty
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Customer Experience = Sales
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Direct Sales ROI - Experience Drives Sales!(6 monthly results)
Sales % Customer Experience
Sale
s %
Customer Experience
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How in touch are you with how your website is performing?
Webinar Poll
Demystifying usability
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There are lots of ways to get customers to your site but you can’t force them to act
Image source:http://thinknice.com/interesting-halloween-costumes/
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What usability is NOT
A cleaner design
Comparison tools
Easy-to-read content
Shopping carts
Secure pages
FAQs
Dro
pd
ow
n n
avig
atio
nWireframes
Brand alignment
Interface scripting methods
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Nice design – poor performer
“the woman in the middle is a bit corny”
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The 10 Essentials for a Business Website
Usability is about...
• Knowing your customer• Understanding the purchase process• Removing barriers• Giving a reason to move forward/act
11 (c) 2011 Global Reviews www.globalreviews.com
The 10 Essentials for a Business Website
The ‘essential’ list
1. Know your customer2. Focus on your sales funnel and understand where
you’re weak3. Establish credibility quick and build trust4. Provide clear sign-posting and calls to action5. Cater for returning prospects6. Provide support during a process7. Make customers feel secure8. Create easy bridges to sale9. Deliver a personalised experience10.Research, test, measure, optimise...
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1. Know your customer
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When was the last time you asked your customer about their experience with you?
Were they satisfied with it?
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What are your options?
Market research
Analytics
BehaviouralAnalysis
Customer profiles
User Testing
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Usability testing - Self-service methods
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More sophisticated tools...
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Analytics
• What’s happening on your site• Funnel analysis• Goal tracking• User profiling
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2. Focus on your sales funnel and know where you’re weak
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The purchase funnel
Expose Persuade Facilitate Support
Discover Consider Act RelateThe
customer wants to
External Online
World
Your Website
Secure & Public areas of
Your Website
So you are trying to
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Attraction drivers: The role of search
Top 3 ranking Providers
shortlisted in Top 3 search results
75%
Selected a provider
found on a search engine
54%
User mindset:
No preferred brand in
mind before researching
64%Stage 11:Stage 1: Stage III: Stage IIII:
Provider 14% Provider 19%Provider 1 5%
Money supermarket 4%
Compare the market 4%
Compare private health 7%
Money supermarket
17%
Money hero 4%
Best medical cover 5%
Critical Research Path:
Google 54%
Google 17%Bing 3%
Bing 6%
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Clear messages & value in search listings
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Comparison sites influenced decisions
in Health Insurance (equal 1st Medibank)1st
in Car Insurance (AAMI 1st)2nd
in Travel (hotels)1st
in Retail Deposits1st
Only 1% went to Budget Direct at the start of the task
Only 2% went to HCF at the start of the task
0% went to the Marque Hotel at the start of the task
9% went to Bank West at the start of the task
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Consider
When they get to your site...
Introducing the options
Initial engagement
Evaluating products
Deciding to purchase
ACT
Application form
Channel selection
Next steps
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3. Establish credibility quick and build trust
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Credibility and engendering trust
Build trust & confidence with awards
‘Why choose us’ info
Communicates Identity and provides relatable messages
Clean, professional design
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We can learn a lot from online florists
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Immediate benefit
Customer references An offer relevant for the moment
Security message
Good categorisation
FAQs
Most customers find comparisons useful & trustworthy
Extremely Useful, 61%
Very Use-ful, 27%
Somewhat Useful; 10%
Not Useful; 2%
How useful would it be to com-pare mobile PLANS across dif-
ferent mobile phone companies?
Definitely Trust; 9%
Probably Trust, 42%
Somewhat Trust, 38%
Would not trust at all; 11%
Would you still trust the results if provided by a company also
included in the results?
Source: Global Reviews Survey Telecommunications Industry April 2010
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4. Provide clear sign-posting and calls to action
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Clear signposts to content
Multiple signposts related to savings accounts and content
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Well written copy is key to differentiating
These 4 options are clearly differentiated
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Poor scan-ability – missing fields
Heat map shows the first clicks by all users
Majority of users begin the process and missed the disclosure question which creates an error – not a great start.
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5. Cater for returning prospects
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Customer Behaviour: Returning prospects
Customers spend an average of…
3.4 hours
6.3 Daysover
How well does your site facilitate the repeat visitor to “pick up where they left off”?
considering options from…
4.6 banks
3.4 products
To select
Source: Google Behavioural Study Savings Accounts, n=200, Aug 2010
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Offer a smooth transition from comparison sites
Many decided on the HCF productusing a comparison site. From this point 87% would wantto read more about the policyon the provider site
How do I find this productfrom the HCF home page?
Most users would repeat the quote process and some experienced problems-Different product or pricing-Frustration repeating the same task
Offer immediate access to products on your website for customers who know what they want(c) 2011 Global Reviews
Winning customers
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6. Provide support during a process
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Only 6% continued to application
Participants thought that the first page of the online
application was a membership registration
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56% failed to complete this registration
87% of users who entered the this page received an error message
This description does not explain all of the restrictions
Too complicated!
35% abandoned the task here
Ideally, let the user enter any format – at the least indicate the required format up front Offer specific help to solve the problem
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A much better exampleFields are in order as they should be completed making it easy to follow, step by step
Fields & titles easily connected and grouped to allow user to focus on each step through the page.
“I was actually surprised with how brief the quote process was.”
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7. Make customers feel secure
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A long page of text is not the answer!
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Ease concern through the process
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Users don’t like to supply personal details
Users especially didn’t take to the verification of their mobile number via SMS.
“Too much personal information required for a simple quote. ”
“This is only a quote and either an email address OR phone number would be sufficient for policy reply”
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8. Create easy bridges to sale
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Losing customers
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Don’t make a customer work for it
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41% did not click “buy” on this page
Customers did not realise that after clicking “buy” they would be able to select a plan
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Remove perception of difficulty
Quote appears to be 1 page. Appears short and quick to complete
Captures agreement to terms of use (or disclosure policy) as part of the process, rather than a separate question.
3 simple steps
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9. Deliver a personalised experience
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The 10 Essentials for a Business Website
Era of personalisation
• Are you one of those who thinks they need to design for everyone?
• We all respond quite differently• Customise the experience• Personalised, targeted messages
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Learn from behaviour, customise messages
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Making people feel like you’re talking to them
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10. Research, test, measure, optimise...
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The 10 Essentials for a Business Website
Define your research program
1. Conduct research with your audience2. Test key website functions3. Watch and measure through statistics4. Plan changes you’re going to make
Then is starts all over again.
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Customer surveys are valuable
I don’t feel comfortable giving my personal details online [answer condition = personal]
I think that applying online would take too long
I’m worried that I might make a mistake if I apply online
I feel that is it a complicated task and would prefer to have help when needed
Other. Please specify:
It wasn’t an option
I have questions that I need to ask before applying and I need to speak with someone
0%
0%
0%
0%
0%
24%
76%
Q19. If this were a real life situation, why would you phone the private health insurance provider to apply (Select one)
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Create performance dashboards
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A summary of the 10 essentials
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The 10 Essentials for a Business Website
The ‘essential’ list
1. Know your customer2. Focus on your sales funnel and understand where
you’re weak3. Establish credibility quick and build trust4. Provide clear sign-posting and calls to action5. Cater for returning prospects6. Provide support during a process7. Make customers feel secure8. Create easy bridges to sale9. Deliver a personalised experience10.Research, test, measure, optimise...
59 (c) 2011 Global Reviews www.globalreviews.com
The 10 Essentials for a Business Website
Final things to remember
• Don’t go about it alone• Keep a focus on the customer• It s an iterative process and there is no destination• You can measure it, so measure it• Should not be compromised - for anything!
60 (c) 2011 Global Reviews www.globalreviews.com
Thank you
Greg MullerChief Executive Officer, Global Reviews
Phone: +61 3 9694 2000Mobile: +61 419 844 486Web: www.globalreviews.com Email: [email protected] Twitter: @gmull, @globalreviews
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Phil Dobbie Greg Muller
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