This document discusses best practices for website design, information architecture, and calls to action. It emphasizes clear layout and flow, obvious calls to action and benefits, and appropriate channel design. Case studies demonstrate continually testing elements like copy, images and placements to optimize conversions. Sales funnels should acquire users and qualify leads before monetizing. Understanding the customer lifecycle, lifetime value, and recency helps target the most valuable repeat customers.

1. Design, Info Architecture & Calls to Action Case Studies

2. Design with Clear Intent

4. Clear Layout

5. Clear Layout

6. De-cluttered Logical Flow

7. De-cluttered Logical Flow

8. Demonstrate clear Call to Action

9. Clear Calls to Action

10. Obvious Benefits

11. Obvious Benefits

12. Appropriate Channel Design

13. Appropriate Channel Design

14. Clear and Intuitive Messages

15. Clear Intuitive Messages

16. eCommerce Case Study Wiltshire Farm

17. Case Study: Wiltshire Farm Foods

22. Key Take-Aways Remove Clutter – focus on key goals all the time Remove any obstacles Provide lots of visual feedback Users know that actions have been successful Adhere to affordance rules – make them obvious Big Buttons, Clear Large Links Anticipate and Answer questions upfront Embed as part of user experience Knit USPs in copy and images of site Emphasise all your differentiators

23. Website Optimisation Dynamically Testi key elements of site Test Copy, Calls to Action, Images, Placement The $300,000,000 Button Both Split (A/B) and Multi-Variate Test Google Website Optimiser or Proprietary tools Define and set up conversion points Need to track and measure user actions Clear calls to action significantly augment optimisation goals Don’t force user to think – TELL THEM WHAT TO DO

25. A/B Split Testing

26. Define specific site goals (sale, sign-up etc..)

27. Test two specific pages (typically high volume landing pages)

28. Commercial tools (Vertster) or Google Optimiser

29. Monitor which test is performing better

30. Use Variable rate or throttle testing to vary the percentage of traffic that gets routed to the various pages

31. Multi-Variate testing

32. Enables variable testing of elements within single pages

33. Different copy text, form layouts and even landing page images and background colours together

35. Boden

40. Micks Garage

46. Amazon Funnel

52. Amazon Cart Functions

53. Sales Funnel Specifics

54. Managing the Sales Funnel Methods of acquisition PPC Ads, SEO, Video, Email, LeagGen, Affiliate Marketing, Offer based, etc. Once there – what’s important? Prove you can Add Value Qualify Leads with intent You want users who are amenable to your message – Its ok for users to self-select opt out Monetise towards latter end of the Funnel After user sees value and expresses intent Push low-cost options in the middle of funnel High cost ones at the end of your funnel

55. Customer Lifecycle Understand the customer lifecycle The various stages of a customer over a timer period Create indicators to track their intent As they begin to move lag – make sure you target them Identify high repeat behaviour Identify a common characteristic – and track this e.g. have visited more than 3 time and purchase Track rising and falling repeat rates Have early warning systems in place Track repeat rate by media source Search Engine, PPC, Banner Ad etc..

56. Customer Lifetime Value Segment customers into acquisition channels Identify the potential lifetime value per channel Identify length of customer lifecycle per channel Low cost channels could have shortest lifecycle Compare the relative potential value Consider: length of lifecycle, potential revenue per Customer Allocate money towards higher potential value customers By corollary - away from lower potential value customers

57. Understanding “Recency” Tracking Recency Time since a customer last engaged in a behaviour Recency is # 1 most powerful predictor of future behavior Can predict likelihood of purchases, visits, game plays, or “other action-oriented” behaviour The more Recent a customer is, the higher their potential value is Segment Repeat segment into past and present (30 days) Apply a recency filter for real-time view Longer a customer has stopped engaging the less likely they are to repeat Take adjustive measures to increase in quality recency repeat customers

58. Web 2.0 Design Model

71. Calls To Action