web site makeover - usability case studies
DESCRIPTION
Sitewire's presentation of case studies in web usabilityTRANSCRIPT
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Web Site Makeover or,Increase your site’s conversion
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Who we are:
Bret Giles, President
Rich Spinabella,Senior User Experience Engineer
39 people and a hand puppet
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Why consider a makeover?
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Why consider a makeover?
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Why consider a makeover?
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What we will do:
• Conduct a whirlwind tour of industry sites
• Step through the user experience of a typical apartment-finding site
• Examine one site in excruciating detail
• Summarize what you can do for yourself
An ongoing commentary (Bret and me), hopefully interactive (you):
User experience best practices sprinkled throughout
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How we do it (part 1):
We consider real data:
Research provides the foundation for our 135 website best practices.
Analytics give us specific data about real site conditions.
Testing and measurement give us real-world information.
We analyze what the data means:
Marketing demographics and psychographics help us develop personas about our target audience.
Business goals provide context.
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BP: Build community
BP: Anticipate customer needs
BP: Be credible
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BP: Prioritize your content
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BP: Present clear calls to action
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BP: Keep the user ‘on the scent’
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BP: Segment your audience
BP: Build community
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BP: Tell people who you are
BP: Motivate your audience
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BP: Communicate your content
BP: Provide value
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BP: Differentiate your offering
BP: Anticipate customer needs
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BP: Speak to your audience
BP: Motivate your audience
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BP: Differentiate your offering
BP: Anticipate customer needs
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BP: It’s about the content
BP: Anticipate customer needs
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BP: Present clear calls to action
BP: Communicate your content
BP: Anticipate customer needs
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BP: Keep important content ‘above the fold’ (especially on the Home page)
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BP: Provide a clear path to completion
BP: Make it easy for the customer
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BP: Anticipate customer needs
BP: Anticipate customer needs
BP: It’s about the content
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BP: Present clear calls to action
BP: It’s about the content
BP: Make it easy for the customer
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BP: Anticipate customer needs
BP: Present clear calls to action
?
BP: Make it easy for the customer
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BP: Present clear calls to action
BP: Don’t distract the customer if they are doing what you want them to do
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How we do it (part 2):
First, we’ll look at existing site pages and assess them against best practices.
Second, I’ll show you some simple redesigns to improve usability and conversion.
Tear it down
Build it up
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Thank you Gina ScheffelHamilton Zanze & Co.
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Golf Course
Too broad…
Too narrow…
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The landing page
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10 Things to Increase Your Conversion
1. Make your Home Page clear and direct. Differentiate.
2. Identify your target audience and write for them.
5. Put an appropriate call to action on every page.
3. Provide value for your audience and answer their questions. Be transparent.
4. Create a clear ‘path to completion’ for the things your audience want to do. Remove obstacles!
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10 Things to Increase Your Conversion
7. Build urgency into your message.
6. Provide a ‘scent trail’ throughout your site.
9. Build your site ‘search engine friendly’.
8. Use creative design to enhance, not obscure, your site.
10. Test and use analytics to measure and monitor your performance.
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Bret Giles
Rich Spinabella
Thank you!