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Online, first impressions count. When landing on your website, customers take just seconds to decide whether to look around or hit the ‘back’ button, returning to Google and jumping to your competitor’s site. If your website is badly designed, poorly worded or underperforming in search engines, you are likely to be missing opportunities. This presentation will help you to make your website work harder for your business. User experience expert, Barnie Mills, and search marketing specialist, Ian Miller, from Ipswich-based digital agency Crafted explore what makes a successful website, helping you to boost enquiries and improve online sales. Looking at design, content and search engine optimisation (SEO) tactics, the presentation outlines helpful tweaks to boost the performance of your existing site and the considerations for creating one from scratch.
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Stand 26 | @craftedmedia
Search Engine Optimisation (SEO) and User Experience: Is your website losing
you customers?
Stand 26 | @craftedmedia
Ian MillerSearch Director
Barnie MillsHead of Design
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What the next hour is about
• Engaging users to increase site conversion
• Quite a lot of common sense
• Some tools to check the results
• Hopefully, a way to remember everything…
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Choose an appropriate venue
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1
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Where are they coming from?
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Where are they coming from?
Source Medium
Google organic/cpc/referral
Bing organic/cpc
Facebook referral
Google shopping cpc
Yahoo organic/referral
Outlook direct
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What do we know about them?
Metrics - numbers Dimensions - things
Visits Landing page
Page views Keyword
Goal completion rate % Browser
Revenue Source
Bounce rate % Medium
Average time on site City
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Don’t make assumptions
• What is ‘bounce rate’?
• Spending time on site doesn’t always equate to value
• Segment traffic
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Non-paid Search Traffic
Paid Search Traffic
Direct Traffic
Referral Traffic
Visits
49,389
% of total: 43.21%(114,299)
38,756
% of total: 33.91%(114,299)
9,613
% of total: 8.41%(114,299)
16,427
% of total: 14.37%(114,299)
Pages/Visit
2.84
Site Avg: 2.62(8.22%)
2.25
Site Avg: 2.62(-14.17%)
2.71
Site Avg: 2.62(3.58%)
2.79Site Avg: 2.62
(86.45%)
% New Visits
77.63%
Site Avg: 76.66%(1.14%)
78.55%
Site Avg: 76.66%(2.46%)
76.30%
Site Avg: 76.66%(1.14%)
70.12%
Site Avg: 75.66%(-8.53%)
Bounce Rate
55.34%
Site Avg: 58.56%(-6.49%)
64.96%
Site Avg: 58.56%(10.92%)
57.73%
Site Avg: 58.56%(1-.41%)
53.64%
Site Avg: 58.56%(-8.39%)
Avg. Visit Duration
00:02:23
Site Avg: 00:02:29(-4.47%)
00:02:26
Site Avg: 00:02:29(-2.01%)
00:02:31
Site Avg: 00:02:29(1.13%)
00:02:55
Site Avg: 00:02:29(17.09%)
Which is more valuable?
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Non-paid Search Traffic
Paid Search Traffic
Direct Traffic
Referral Traffic
Visits
49,389
% of total: 43.21%(114,299)
38,756
% of total: 33.91%(114,299)
9,613
% of total: 8.41%(114,299)
16,427
% of total: 14.37%(114,299)
Goal Conversion Rate
9.69%
Site Avg: 17.62%(-45.02%)
18.14%
Site Avg: 17.62%(2.94%)
39.22%
Site Avg: 17.62%(122.54%)
27.64%
Site Avg: 17.62%(56.86%)
Goal Results Page
(Conversion Rate)
9.69%
Site Avg: 17.62%(-45.02%)
18.14%
Site Avg: 17.62%(2.94%)
39.22%
Site Avg: 17.62%(122.54%)
27.64%
Site Avg: 17.62%(56.96%)
Per Visit Goal
Conversion Rate
£0.00
Site Avg: £0.00(0.00%)
£0.00
Site Avg: £0.00(0.00%)
£0.00
Site Avg: £0.00(0.00%)
£0.00
Site Avg: £0.00(0.00%)
Do you still agree?
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The homepage(Like arranging to meet under the clock at Waterloo)
• Easy to offer a wide range of options
• Expectation is not as clearly defined
• Harder to plan in advance
Image by Elliott Brown “ell-r-brown” (Flickr)
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Landing pages(Like arranging to meet at the cinema)
• Expectation is more clearly defined
• We can plan in advance
Photo: ScypaxPictures, www.flickr.com
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I want one of these!(They’re fancy!)
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Make sure you turn up on time
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2
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Page loadWe could have failed before we’ve started
Every second loading = 0.65 increase in bounce rate!
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Mobile devicesThe pre-date bandwidth traffic jam!
• Consider image use
• What is really important?
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Mobile isn’t going to go awayYou can’t just ignore it!
Over half of Britainowns a smartphone
(Ofcom)
20% of adultsown a tablet
(Mobile OperatorsAssociation and YouGov)
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Make a good first impression3Stand 26 | @craftedmedia
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First impressions count online
One in five visitors leave websites in
5seconds
The average time spent on a
webpage is
25seconds
On average visitors onlyread around
20%of content
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The 5 second rule?
• Am I in the right place?
• Am I interested?
• Do I trust you?
• What next?
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A quick 5 second example…
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www.wiggle.co.uk
• What 3 activities does the site cater for?
• Name three advertised USPs
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Passing the 5 second test
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Dress appropriately
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Mobile devices
• How will your content display?
• How will the user interact?
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Which device should I target?
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40+ Android devices launched in 2012…
We no longer know the page size!
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Responsive web design
A single siteto maintain
A single setof analytics
Google recommends
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Image is everything
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We provide blue sky technical solutions...
SIGN UP No, I have no idea what you’re on about
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Clear calls to action PRESS
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(I also flash and play the themefrom The Apprentice every 30 seconds)
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For bespoke digitalmarketing call Crafted today
01473 213 222
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Looks are only skin deepLanguage is important
Learn More
About what? It’s a bit vague
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Looks are only skin deepLanguage is important
Try ‘Blind Date’ Free60 second sign up
What have I got to lose? And it only takes a minute!
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However, for most
of us having a clear,
concise call-to-action
isn’t enough…
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Build trust, build the relationship4
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The art of conversation
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Content should…
• Build trust
• Build empathy
• Build desire
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Don’t just talk about yourself
• Consider related subjects
• Be interesting
• Be relevant
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Social proof
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Trust marks
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Design patternsDon’t re-invent the wheel
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Beware the anti-pattern!The awkward handshake of user experience
• Don’t re-invent the wheel
• Be consistent
• Avoid the awkward handshake!
• darkpatterns.org
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Beware the dark side!When design patterns turn bad
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Image: http://darkpatterns.org/
library/trick_questions/
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Value your customers, it’s easier to lose trust than to gain it!
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Old fashioned customer serviceIt goes a long way
• Keep your promises
• Make your customers feel valued
• Keep the human touch
• Just be nice!
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Beyond first conversion
New visitors
Returning visitors
Visits
90,670
% of total: 73.15%(123.945)
38,756
% of total: 26.85%(123.945)
Revenue
£31,281.16
% of total: 49.22%(£63,548.66)
£32,267.50
% of total: 50.78%(£63,548.66)
Transactions
942
% of total: 52.63%(1,790)
848
% of total: 47.37%(1,790)
Average Value
£33.21
Site Avg. £35.50(-6.46%)
£38.05
Site Avg. £35.50(7.18%)
Ecommerce
Conversion Rate
1.04%
Site Avg. 1.44%(-28.06%)
2.55%
Site Avg. 1.44%(76.46%)
Per Visit Value
£0.35
Site Avg. £0.51(-32.71%)
£.0.97
Site Avg. £0.51(89.13%)
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Keep in touch5Stand 26 | @craftedmedia
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Newsletters
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Welcome to the club
• Know your customer
• Target them more efficiently
• Increase customer value
• Member offers/promotions
• Faster payment
• Make them feel ‘special’
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There is no silver bullet!
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Testing Assumptions
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Testing toolkit
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Conversion rate Blind Date
1. Choose an appropriate venue
2. Turn up on time
3. Make a good first impression
4. Build trust, build the relationship
5. Keep in touch
Thank you…
Visit stand 26 now for your free digital marketing pack
Follow us on Twitter @craftedmedia
Sign up to monthly digital marketing insight [email protected]