11. Chicago | November 12–16, 2012 | #SESCHI
Information Architecture & Navigation
@ImAnonymous
12. Chicago | November 12–16, 2012 | #SESCHI
Links & Buttons
This is a link
@ImAnonymous
13. Chicago | November 12–16, 2012 | #SESCHI
Links & Buttons – Being Purposely Inconsistent
This is a link
This is NOT a link
This is a link
@ImAnonymous
16. Chicago | November 12–16, 2012 | #SESCHI
Distractions
Visual Bullying
@ImAnonymous
17. Chicago | November 12–16, 2012 | #SESCHI
Marketing
Our ability to persuade is based on how well we
appeal to our audience in the following areas:
Ethos, Pathos & Logos
- Aristotle
300 BC
18. Chicago | November 12–16, 2012 | #SESCHI
Trust & Credibility
4 Categories of Trust
• Perceived trust
• Visual trust
• Industry trust
• Social trust
@ImAnonymous
19. Chicago | November 12–16, 2012 | #SESCHI
Appeal Hierarchy
Feature – A financial budgeting tool that’s
remarkably easy to use
Advantage – Save money by quickly creating
family budgets
Benefit – Peace of Mind that comes with
Greater Financial Control
@ImAnonymous
20. Chicago | November 12–16, 2012 | #SESCHI
Offer Clarity
• Consistent Headline, Call-to-action and Button text
• Prominently display shipping options/policies,
return policies
• What happens when I click button?
@ImAnonymous
22. Chicago | November 12–16, 2012 | #SESCHI
Use Cases
Represent an important or common task that your
visitors will be trying to accomplish
Roles of your visitors
Tasks or goals of your visitors
24. Chicago | November 12–16, 2012 | #SESCHI
Aesthetics
Aesthetics Usability
Usability Marketing
Marketing Context
Context
25. Chicago | November 12–16, 2012 | #SESCHI
Aesthetics Usability Marketing Context
26. Chicago | November 12–16, 2012 | #SESCHI
Aesthetics
Usability
Marketing
Context
27. Chicago | November 12–16, 2012 | #SESCHI
Aesthetics Usability Marketing Context
28. Chicago | November 12–16, 2012 | #SESCHI
Your Assignment
Grade your web pages for:
• Aesthetics – Visual load
• Usability – Cognitive load
• Marketing - Ethos, Pathos & Logos
• Context – Use cases
@ImAnonymous
29. Mastering the
Brian Lewis
4 Crucial Ingredients Solutions-insight Interactive
CEO
Of Solutions-insight.com
Successful Landing blewis@solutions-insight.com
Pages
Chicago | November 12–16
Editor's Notes
Before we jump in, How many people have designed their current site? For those that have, the most difficult part of an optimization effort is letting go of your current design tactics. Releasing that tight grip.And in order to do that, you have to stop yourself from saying:My visitors are different – they know how to find this, they will look deeper in the siteI don’t want to my site to look like all the other sites on the webBranding is a very important aspect of my siteSo, if you want move the needle on conversion:You agree to release the grip you have on your current site.Even though I’ll be talking about best practices and have a good track record of improving conversion with these tactics, nothing is absolute.
Let’s set the stage by talking about a subject that’s analogous in many ways to conversion optimization – dating.Now while the hoped-for conversion action in dating is quite different from your hoped-for conversion action on your site, there are many similarities.This picture is indicative of many website or landing page visit experiences.The woman here is a pretty close representation of how your visitors feel when they get to your landing page or site, while the gentleman, like many online marketers, seems to feel that he’s done everything right And here’s what dating and conversion optimization have in common:You each have a need You must have the right balance of the right ingredients to convince your prospect they’ve found exactly what they’re looking for to meet those needs.Conversion Optimization is Developing a meaningful “Relationship” between youand yourvisitor
So while a meaningful relationship needs all of the right elements – physical attraction, common interests, similar goals …Successful conversion maximization requires all of its right elements. I’ve summarized the over 44 page elements which have proven to be determining factors of the conversion potential of a web page into the following 4 Conversion Categories:1. Professional & Appropriate Aesthetics2. High Levels of Usability3. Effective Marketing Messaging4. Context Appropriateness
Professional aesthetics deal with appropriate use of the functional space, colors, images, white space, font treatments.Minimize visual load Page Architecture Use of Colors & contrast Images - Quality & Thematic ConsistentUse of Font Treatments Overall Visual Hierarchy1st impressions are developed within .2 seconds.
Picture images, drawing images and page element images
Reverse text only for banners and buttons
Minimize cognitive load Navigation Treatment of Links & ButtonsReadability & Organization of copy Load Time Absence of distractions
NavigationNumber of navigational sections – is non product/service related in separate nav?Readability of navigation choicesNumber of navigational choicesIntuitive and CategorizedConsistent feel throughout site
Create a “visual hierarchy of emphasis”with different sizes and shades for buttonsNote different style of buttons, different font treatments used on buttons – visual hiearchry would suggest the black buttons with yellow text are more important.
Create a visual hierarchy of emphasiswith different sizes and shades for buttonsNote different style of buttons, different font treatments used on buttons – visual hierarchy would suggest the black buttons with yellow text are more important.
Use of bulletsUse of expanding/collapsing textRefrain from using “marketese” & acronymsConcise copy; say what you mean and mean what you sayAlso, always left justify copy
Rotating banners - Slows load timeCan’t focus on other pages of the pageCan’t get timing rightDifficult to read – especially if call to actionDifferent editor themesAlso video or audio that starts up automatically
1st marketing profession – Greek Philosopher Aristotle, 300 BCAristotle taught that our ability to persuade an audience is based on how well we appeal to that audience in three different areas: ethos, pathos & logos.Ethos - ethical appeal, means to convince others of your credibility.Pathos - emotional appeal, means to persuade others by appealing to their emotions.Logos - Convince others by use of logic or reason
Keep trust elements togetherTrust elements should be on any entry page – especially on decision pages
Examples – trial downloads – how long, no credit card requiredWhat will happen when I click button?
Being relevant to visitor’s needsUse casesExample of membership site asking for referrals
Came from PPC search ad – “Promoted Tweets”Aesthetics:Color scheme look authoritative? Do they enhance or detract – call attention to themselves?Page architecture – okayImages – quality and thematic consistencyLevels of contrast – extremeFor a small amount of text, too many fonts – probably as many fonts as wordsOverall visual hierarchyUsabilityTwitter handle fieldAsteriskMarketingNo TrustNo BenefitsSubmit buttonContext
Aesthetics – clean, profession, clear delineationUsability – readable, organization of copy, buttons not consistent and smallMarketing – nice benefits – price? No trust and credibility!Context – not enough for 1st timers
Aesthetics – dark/foreboding, reverse text, busyUsability – too many choices for narrowed search; how bout a wizard?Marketing – no trustContext – no mention of whether shoes are perfect for …
