Manchester Digital’s Usability: What’s The Use?

“Improving your bottom line (especially in a recession!)”

by Paul RoukeUser Experience Director at PRWD

28th January 2009

What I’ll be talking about

Customer facing websites

(getting more enquiries and sales)

Topics

Some key questions to ask yourself

Key business areas that apply

Case study – increasing revenue per employee

A quick survey for you

Some key questions to ask yourself

Do you know how well your website performs for your

business?

Are you fully confident you aren’t wasting some of your money on marketing?

Are you envious of what your larger competitors do online?

If you sell online, are enough people buying from you?

Some good news

usability improvementsapply to every size of

business

Areas you should be looking at

What can usability improve?

The financial impact of improving a low e-commerce conversion rate of 1.5%(a real life retailer who we are currently pitching to)

Current online sales per year £2.5million

Current conversion rate 1.5%

Minimum guaranteed conversion rate from PRWD 2.25%

Projected online sales per year* £3.75million

Projected value of new sales per year* £1.25million

*Based upon the site maintaining existing traffic levels

Case study: increasing revenue-per-employee

Problem Actions Results ROI

In-efficient sales and marketing strategy

traditional modern

Problem Actions Results ROI

Analysis

Measure& refine

Design

Build

Business analysis

Customer analysis

Prospect analysis

Challenge current thinking

ie. “we won’t 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

Problem Actions Results ROI

Over 1st two years of working together...

Problem Actions Results ROI

How do you give your visitors what they want?

A quick survey

Online enquiry forms (key principles)

Keep it simple!

Only ask for the minimum info required!

People are busy, they don’t have time for big forms

Which form will visitors most use?

Which form do visitors most use?

14% 86%

How well do these enquiries convert into sales?

How well do these enquiries convert into sales?

17%

How well do these enquiries convert into sales?

17% 55%

Only once you

fully understand your visitors wants and needs can you fully exploit the potential of usability

The good news!

No matter what you have…e-commerce sites

business websites

information portals

marketing campaigns

internal systems…

Usability can and does

improve your bottom line!

> this presentation> case studies > further information> plus leave your comments

all available at:

www.prwd.co.uk/events

Thankyou for listening to “Improving your bottom line”by Paul Rouke

Office: 0161 918 6729Mobile: 07739 745 126

Web: www.prwd.co.uk

Email: paulrouke@prwd.co.uk