Design, Info Architecture & Calls to Action
Case Studies
Design with Clear Intent
Clear Layout
Clear Layout
De-cluttered Logical Flow
De-cluttered Logical Flow
Demonstrate clear Call to Action
Clear Calls to Action
Obvious Benefits
Obvious Benefits
Appropriate Channel Design
Appropriate Channel Design
Clear and Intuitive Messages
Clear Intuitive Messages
eCommerce Case Study
Wiltshire Farm
Case Study: Wiltshire Farm Foods
Key Take-Aways
• Remove Clutter – focus on key goals all the time – Remove any obstacles
• Provide lots of visual feedback – Users know that actions have been successful
• Adhere to affordance rules – make them obvious– Big Buttons, Clear Large Links
• Anticipate and Answer questions upfront – Embed as part of user experience
• Knit USPs in copy and images of site– Emphasise all your differentiators
Website Optimisation
• Dynamically Testi key elements of site– Test Copy, Calls to Action, Images, Placement– The $300,000,000 Button
• Both Split (A/B) and Multi-Variate Test– Google Website Optimiser or Proprietary tools
• Define and set up conversion points– Need to track and measure user actions
• Clear calls to action significantly augment optimisation goals– Don’t force user to think – TELL THEM WHAT TO DO
Test Process
• Never stop testing and tracking user actions on website• A/B Split Testing
– Define specific site goals (sale, sign-up etc..)– Test two specific pages (typically high volume landing pages)– Commercial tools (Vertster) or Google Optimiser – Monitor which test is performing better– Use Variable rate or throttle testing to vary the percentage of traffic that
gets routed to the various pages
• Multi-Variate testing– Enables variable testing of elements within single pages– Different copy text, form layouts and even landing page images and
background colours together– Track combinations that achieve predetermined goals
Sales Funnels
Boden
Micks Garage
Amazon Funnel
Amazon Cart Functions
Web 2.0 Design Model
Calls To Action
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