Why most websites fail and how you can make sure yours doesn't| Gareth Dunlop | Fathom

Why most websites fail and how you can make sure yours doesn’tGareth Dunlop 23.3.2016

1. Briefly about Fathom

We are a user experience consultancy who work with organisations and agencies to improve online performance.

We help our customers build exceptional integrated online experiences for their customers using analytics, direct user feedback and design best practice.

Trading since 2011, we have eight full time staff and four associates.

Performance through insight

Awards in the past 12 months

Website of the Year - UX DigitalPrinting.co.uk

Best practice website of the Year 48months.ie

Consultancy – UX (commended) Ulster Business School

UX Project of the Year 48months.ie (commended)

2. UX as a competitive advantage

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550% increase in traffic to product pages

230% increase in warm inbound enquiries

conversion increase on mobile from

1.1% to

2.9%

3. What UX is and why it matters

3.1 A focus on the users view of the world

22

“If I had an hour to solve a problem I'd spend 55 minutes thinking about the problem and 5 minutes thinking about solutions.” Albert Einstein

23

“Hopefully most of our users don’t think about or notice us. They just use the service and get on with their lives.”

3.2 The pursuit of evidence

3.3 Moments of truth

FIRSTvisit

FIRSTuse

FREQUENTuse

3.4 Understanding core tasks

a task

focussed

approach

to design

how we view our websites

how our customers view our websites

how our customers view our websites

4. UX in action

We want more and warmer inbound enquiries!

UX planning for Big Red Cloud

1 Analytics Review


2 Competitive review


3 Personas


4 Customer input


5 Content audit


SupportBig Red Cloud support perceived to be excellent, based on direct

experience of support in most cases. The local angle enhances the

idea that support will be readily available. Customers want to know

they can talk to someone when they need it.Resistance pointsDo I need training for this? What kind of support is available? Will I be able to talk to a person?

Features vs benefitsSMEs have very simple requirements, it’s all about the software being

an easy and natural part of their workflow. They know this isn’t rocket

science. Products like Sage are ‘too big’ for most BRC customers.

They want to know that “it just works”.Resistance pointsDoes this fit my business? Is it simple enough for me to use? Am I buying more than I need?

Accountant approvedA concern, if not a huge one, during assessment of the product. Knowing the accountant approves of - and can access - the product removes friction and another potential obstacle from the route to trial.Resistance points• Will my accountant approve of this? • Can my accountant use what this produces?

• Is this product meant for accountants?

The cloudMost customers contacted still used a desktop or laptop. For those that understood the cloud, the advantage was storing data securely and remotely. The ability of others to access their account if required also resonates.Resistance points• What does ‘the cloud’ even mean? • Why should I care about it? • Why is it better?

Trial considerationThe sign up process itself presents more barriers to trial sign-up, more

opportunities for users to abandon the process. As such we need to address the

following common objections during the sign-up process.

PaymentTrial period

SecurityRequired information

Product considerationIn the consideration stage of the buying process customers look for reassurance that the product is suitable for them and their business.

Do I need to provide my payment details?How long does it last? Will it auto-convert?

6 Resistance map


Knowledge Centre

FAQ

How to videos

BRC API

Guides & glossariesContact Support

Live chat

Request a callbackEmail

Remote support

Pricing

About us

Contact us

Affiliates

7 Site structure

UX planning for Big Red Cloud Main primary CTALarge and prominently positioned

BenefitsKey benefits of joining BRC: Simple, secure, collaborative, accessible. Includes access to dedicated Benefits page.

SupportContent outlines support perks for members of BRC. Includes access to dedicated Support page.

PricingSection about the simple, transparent

8 Low fidelity wireframes


Primary NavigationBenefits, Support, Pricing, Primary CTA

Positioning StatementOnline accounting software for SMEs…

Introductory videoCentred around a Big Red Cloud customer

Main primary CTALarge and prominently positioned

Benefits

Key benefits of joining BRC: Simple,

secure, collaborative, accessible. Includes

access to dedicated Benefits page.

Footer

Access to remaining pages of the website

(about, blog, etc.) and social media

Support

Content outlines support perks for

members of BRC. Includes access to

dedicated Support page.

Pricing

Section about the simple, transparent

pricing plan. Includes access to dedicated

Pricing page.

Closing statement

Short sentence encouraging users to sign

up to BRC, accompanied by large CTA.

Primary CTASecondary CTA

Key

The objective of the homepage is to give users a solid understanding of what BRC

has to offer and encourage them to sign up for a free trial.

2

Homepage

CTA interaction

CTAs will be placed in key positions across

the website, including in the header and

above the fold on the homepage as shown,

left. The homepage will also feature an input

field for users to add their email address.

Registration form

Users will be taken to the registration form

after interacting with a CTA on the website.

Only required information is gathered here,

namely the email address and password.

Those users who typed an email address on

the homepage will see it displayed on the

registration form and will only be required to

type in their password and confirmation.

Add company

Users will be asked to add a company name

for the account that is being created. Note

that this step is optional and therefore can be

skipped. An explanation must also be added

here to ensure users understand why the

company name is being requested.

Access to Big Red Cloud

At this stage users are registered as trial

members on Big Red Cloud, where they may

start using the product.

default registration formpre-filled registration form

homepage registration CTA header/other CTA

optional registration step

Big Red Cloud

ActionKey

Input

9

Registration


Leading statement

Leading statement to focus on value for

money, upfront with cost of membership.

Perks of BRC pricing

Transparency (no added fees), secure

(details are safe), simple (one plan all

benefits), flexible (pay as you go).

Customer testimonial

Quote from customer about how BRC has

benefited them and their business.

Closing statement

Statement encouraging users to join and

large CTA.

Primary CTA

KeyThe objective of this page is to present the BRC pricing plan simply and clearly. We

remove any obstacles by providing them with a single option, and we outline the

benefits of the price plan (i.e. transparent, flexible…) rather than listing features.

7

Pricing

Primary CTA

KeyThe about page aims to humanise the product by presenting the team or showing

BRC’s journey. This will allow users to get a sense of how involved the people are, and

how determined they are to make life easier for SMEs.

Secondary navigation

Access to other areas of “About”: BRC

History, the team, sponsor for a day

Opening statement

General statement about BRC’s history.

Timeline

Highlight key points in BRC’s history.

8

About - history


9 High fidelity wireframes




10 Visual designs



the customer the customer will someone please think about the customer!

Gareth Dunlop CEO & Founder

www.fathom.pro [email protected]

@fathom_ux @dunlop71

+44 (28) 9099 2882

Thank you

Internet

Why most websites fail and how you can make sure yours doesn't| Gareth Dunlop | Fathom