Emily Brackett President, Visible Logic www.visiblelogic.com Design+business blog: visiblelogic.com/blog

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HARMINGHELPING OR

Is your web site

your business?Get Your Web Site Ready for 2015

Is Your Web Site Helping or Harming Your Business?

Does Your Web SiteReally Matter?

Is Your Web Site Helping or Harming Your Business?

*Please don’t ask me about my web site.

BOB*

Is Your Web Site Helping or Harming Your Business?

When you learn of a new product, service or business, do you check out its web site?

0

20

40

60

80

100

56%

31% 12% 1%

Almost Always

Usually

Sometimes Rarely

When you learn of a new product, service or business, do you check out its web site?

87%Check out the web site of a new product, service or business.

We all do it!

Is Your Web Site Helping or Harming Your Business?

When researching products and services the web site highly affects who I choose.

0

20

40

60

80

100

4% Never

41%

55%

Frequently

Sometimes

96%Admit that the web site highly affects which product or serviceI choose.

Is Your Web Site Helping or Harming Your Business?

I have left a web site because it was poorly designed or difficult to use.

0

20

40

60

80

100

47%

53%

Frequently

Sometimes

100%Everyone admitsto leaving a badweb site, don’t make it yours!

Is Your Web Site Helping or Harming Your Business?

Your Web Site is Your Hub

SAVE

Is Your Web Site Helping or Harming Your Business?

Web Design AndThe Sales Process

Is Your Web Site Helping or Harming Your Business?

Create something to track.

Is Your Web Site Helping or Harming Your Business?

Typical Sales Cycle

Visit site

Step 1.

Buy

Step 2.

Is Your Web Site Helping or Harming Your Business?

Typical Sales Cycle

Visit site

Step 1.

Buy

Step 2.X

Is Your Web Site Helping or Harming Your Business?

Micro ConversionsSign up for an e-newsletter

Request a catalog

Download a white paper

Take a survey

Request an estimate

Make a donation

Volunteer

Is Your Web Site Helping or Harming Your Business?

Typical Sales Cycle

Visit site

Step 1.

Buy

Step 4.

Sign up forE-newsletter

Step 2.

RequestEstimate

Step 3.

Is Your Web Site Helping or Harming Your Business?

Typical Sales Cycle

Visit site

Step 1.

Buy

Step 4.

Sign up forE-newsletter

Step 2.

RequestEstimate

Step 3.

Conversion(Needs a Call to Action)

Is Your Web Site Helping or Harming Your Business?

How do you compare?

Is Your Web Site Helping or Harming Your Business?

Math(I’ll Make It Simple)

Is Your Web Site Helping or Harming Your Business?

Visit site

Step 1.

Buy

Step 4.

Sign up forE-newsletter

Step 2.

RequestEstimate

Step 3.

Typical Sales Cycle

Is Your Web Site Helping or Harming Your Business?

Visit site

Step 1.

Buy

Step 4.

Sign up forE-newsletter

Step 2.

RequestEstimate

Step 3.

Conversion = 50%Rate

Typical Sales Cycle

Is Your Web Site Helping or Harming Your Business?

Visit site

Step 1.

Buy

Step 4.

Sign up forE-newsletter

Step 2.

RequestEstimate

Step 3.

Conversion = 15% Conversion = 50%Rate Rate

Typical Sales Cycle

Is Your Web Site Helping or Harming Your Business?

Visit site

Step 1.

Buy

Step 4.

Sign up forE-newsletter

Step 2.

RequestEstimate

Step 3.

Conversion = 2% Conversion = 15% Conversion = 50%Rate Rate Rate

Typical Sales Cycle

Is Your Web Site Helping or Harming Your Business?

Visit site

Step 1.

Buy

Step 4.

Sign up forE-newsletter

Step 2.

RequestEstimate

Step 3.

500 Conversion = 2% Conversion = 15% Conversion = 50%Rate Rate Rate

Typical Sales Cycle

Is Your Web Site Helping or Harming Your Business?

Visit site

Step 1.

Buy

Step 4.

Sign up forE-newsletter

Step 2.

RequestEstimate

Step 3.

500 10 1.5 .75

Typical Sales Cycle

500 Conversion = 2% Conversion = 15% Conversion = 50%Rate Rate Rate

Is Your Web Site Helping or Harming Your Business?

An exceptional web site will get me to take a second look at a company

0

20

40

60

80

100

40%

49%

Strongly Agree

Agree

10% Disagree

89%will take a second look at a company with an exceptional web site.

1% Strongly Disagree

Is Your Web Site Helping or Harming Your Business?

Visit site

Step 1.

Buy

Step 4.

Sign up forE-newsletter

Step 2.

RequestEstimate

Step 3.

500 Conversion = 10% Conversion = 15% Conversion = 50%Rate Rate Rate

500 50 7.5 3.75

Typical Sales Cycle

Is Your Web Site Helping or Harming Your Business?

Use Design To Build Trust

Is Your Web Site Helping or Harming Your Business?

Number 1 Guideline: Looks Matter

“People quickly evaluate a site by visual design alone. When designing your site, pay attention to layout, typography, images, consistency issues and more.”

“Design your site so it looks professional.”

— BJ Fogg, Ph.D Persuasive Technology Lab, Stanford University

Studies conducted in 1999 and 2002, 3000 participants from US & Europe

Is Your Web Site Helping or Harming Your Business?

Trust

A professional looking site gives confidence

96% A poorly designed site reflects negatively

95% A professional designed web site builds trust

88% An out of date site decreases trust

89% Agree Agree Agree Agree

Is Your Web Site Helping or Harming Your Business?

Get Your Web Site Ready for 2015

Is Your Web Site Helping or Harming Your Business?

1 Navigation

“I can easily find what I’m looking for” is very important on a web site.95%

said:

Is Your Web Site Helping or Harming Your Business?

1 Navigation

0

20

40

60

80

100

88%

10% Very Important

Somewhat Important

98%Think it isimportant that “Navigation is easy to use & intuitive”

2% Neutral

Is Your Web Site Helping or Harming Your Business?

1 Navigation: Give Multiple Cues

Is Your Web Site Helping or Harming Your Business?

2 Fix Bad Links & Typos

0

20

40

60

80

100

91%Leave siteswith typosor link errors.

28%

63%

Frequently

Sometimes

9% Never

Is Your Web Site Helping or Harming Your Business?

3 No bad stock photos or clip art!

“Bad stock photos make you look cheap.”87%

agree:

Is Your Web Site Helping or Harming Your Business?

3 No bad stock photos or clip art!

Is Your Web Site Helping or Harming Your Business?

Be Consistent with Branding4

0

20

40

60

80

100

40%

41%

Very Important

Somewhat Important

13% Neutral

81%of respondentsthink yourweb designshould matchyour companybranding.

4% Not Very Important2% Not Important At All

Is Your Web Site Helping or Harming Your Business?

Keep Your Site Updated5

A professional looking site gives confidence

96% A poorly designed site reflects negatively

95% A professional designed web site builds trust

88% An out of date site decreases trust

89% Agree Agree Agree Agree

Blogs

News

Copyright

Is Your Web Site Helping or Harming Your Business?

Mobile / Responsive6

Is Your Web Site Helping or Harming Your Business?

7 Video

Is Your Web Site Helping or Harming Your Business?

Integrate Content and Design8

Is Your Web Site Helping or Harming Your Business?

0 10 20 30 40 50 60 70 80

Yes

No

80% 20%

Have you ever chosen one product, service or company over a competitor because it had a better web site?

Emily Brackett President, Visible Logic

www.visiblelogic.com Design+business blog: visiblelogic.com/blog