We've had a great turnout over the last two weeks for the Reload Consulting Breakfast Series, Maximising Website Performance, presented by Holly Middleton. For those who attended the Ecommerce session, what was your key takeaway?

2. Thank you for coming along this
morning!

3. Reload
Busine
ss
Group

4. Reload Consulting

5. Reload Consulting
HOLLY
MIDDLETON
SAHLIA PAINTER

6. Today, we are going to talk about…
Website
Usability
Common
Challenges &
Performance
Indicators
Branding &
Messaging
Site &
Information
Structure
Traffic
Conversion

7. Zero Moment of Truth

8. Zero Moment of Truth
New addition to the Consumer Mental Model
Marketers have lived by up until very recently.

9. Zero Moment of Truth

10. Website UsabilityWebsite’s ease of use
Effective selection and
presentation of content
Clear and logical flow of
information
Website navigation and easily
identifiable ‘next steps’
Appropriate placement of
interactive and visual items to
aid user experience
Complements demand
capturing marketing efforts

11. Common Challenges & Indicators for
Improving Usability
Performance Metrics
High bounce rate from the home or
informational pages
Short average-time-on-site
Low pages per visit
Low
enquiries/bookings/purchases/subscriptions
Shopping cart abandonment
Website is not in line with the business’
vision or brand

12. When maximising your website’s
performance, it’s important to start by
setting smart objectives
• SpecificS
• MeasurableM
• AttainableA
• RealisticR
• Time BoundT

13. Website Usability
Branding &
Messaging
Site &
Information
Structure
Traffic
Conversion

14. Branding & MessagingDelivers the business’
message clearly
Confirms your credibility
and alleviates perceived
risk
Connects your target
prospects
Motivates the buyer
Your Brand
Product
/Service
Value
Customer
Service
Price
Trust
Graphic
Design
Name
Logo
Colours
Quality
Content

15. Branding & Messaging
Know your market
Promote customer value propositions
Stay on brand
Be consistent across channels

16. ‘Know Your Market’
Beard Care Products
Brand Messages – masculine, alternative, youthful, counter culture, pride

17. ‘Know Your Market’
Beard Care Products
Brand Messages – masculine, alternative, youthful, counter culture, pride

18. ‘Stay On Brand’
Luxury Travel
Brand Messages – High level of customer service, superior tours and accommodation,
classy, luxurious experiences.

19. ‘Stay On Brand’
Luxury Travel
Brand Messages – High level of customer service, superior tours and accommodation,
classy, luxurious experiences.

20. ‘Promote Customer Value Propositions’
Mid-range Bedding & Manchester Retailers
Brand Messages – Quality, affordable, chic, house proud, latest trends

21. ‘Promote Customer Value Propositions’
Mid-range Bedding & Manchester Retailers
Brand Messages – Quality, affordable, chic, house proud, latest trends

22. ‘Promote Customer Value Propositions’
Large Retail Chains
Brand Messages – Value for Money, Quality,

23. ‘Be consistent across channels’
Ensure the branding look, feel and messaging
is consist across marketing campaigns,
channels and devices.

24. Site & Information
Structure
Information
Architecture
How information is
structured and
presented
Aids navigation of the
site
The right information
at the right time
Uncertainty to
certainty through the
use of information
Context
UsersContent
IA

25. Site & Information Structure
Provide the information visitors are
looking for
Make it easy for visitors to find what
they are looking for
Assure visitors they're in the right place
Make sure visitors know what their
options are and let them take various
kinds of action

26. ‘Provide the information visitors are
looking for’
Website Path To Conversion
Relevance
Upon arriving on the site, is it easy to see exactly what the
business offers.
Key information on service/product type must be evident from
the home page.

27. ‘Provide the information visitors are
looking for’
Website Path To Conversion
Relevance
Upon arriving on the site, is it easy to see exactly what the
business offers.
Key information on service/product type must be evident from
the home page.
Value
Do you offer the service/product they are looking for?
Does your information help the user determine what they need/
how do you deliver your service?

28. ‘Provide the information visitors are
looking for’
Website Path To Conversion
Relevance
Upon arriving on the site, is it easy to see exactly what the
business offers.
Key information on service/product type must be evident from
the home page.
Value
Do you offer the service/product they are looking for?
Does your information help the user determine what they need/
how do you deliver your service?
Compare
Why should the visitor choose you?
Comparative components of price and product/service
information are clear.

29. ‘Provide the information visitors are
looking for’
Website Path To Conversion
Relevance
Upon arriving on the site, is it easy to see exactly what the
business offers.
Key information on service/product type must be evident from
the home page.
Value
Do you offer the service/product they are looking for?
Does your information help the user determine what they need/
how do you deliver your service?
Compare
Why should the visitor choose you?
Comparative components of price and product/service
information are clear.
Credibility
Are you clearly a legitimate and quality focused business?
What are the experiences of others? Product reviews, advice
articles, User generated content etc.

30. ‘Provide the information visitors are
looking for’
Website Path To Conversion
Relevance
Upon arriving on the site, is it easy to see exactly what the
business offers.
Key information on service/product type must be evident from
the home page.
Value
Do you offer the service/product they are looking for?
Does your information help the user determine what they need/
how do you deliver your service?
Compare
Why should the visitor choose you?
Comparative components of price and product/service
information are clear.
Credibility
Are you clearly a legitimate and quality focused business?
What are the experiences of others? Product reviews, advice
articles, User generated content etc.
Action
Minimal friction between arriving at the site, obtaining
information and taking action.
Easy access to actions

31. ‘Make it easy for visitors to find what they are
looking for’

32. ‘Make it easy for visitors to find what they are
looking for’

33. ‘Assure visitors they're in the right place’

34. ‘Make sure visitors know what their options are
and let them take various kinds of action’

35. Traffic Conversion
Dependent on objectives
Practices that aid visitors reach the
desired action
Conversion Optimisation relies on ongoing
data capture

36. Traffic Conversion
Defined
Objectiv
es
Call to
Actions
Ease of
Action
Logical
Purchas
e
Process

37. ‘Defined Objectives’

38. ‘Call To Actions’

39. ‘Call To Actions’

40. ‘Call To Actions’

41. ‘Call To Actions’

42. ‘Call To Actions’
Size does matter
– CTAs should be
larger than other
elements

43. ‘Call To Actions’
Size does matter
– CTAs should be
larger than other
elements
Don’t hide your
CTAs

44. ‘Call To Actions’
Size does matter
– CTAs should be
larger than other
elements
Don’t hide your
CTAs
Use space to
draw the eye

45. ‘Call To Actions’
Size does matter
– CTAs should be
larger than other
elements
Don’t hide your
CTAs
Communicate the
value and reasons
behind their CTA
response

46. ‘Ease of Action’
Hard
Action
Soft
Actions

47. ‘Ease of Action’
Hard
Action
Soft
Actions

48. ‘Optimise Purchase Process’
Make it obvious when something’s been added
to the cart

49. ‘Optimise Purchase Process’
Display cart contents clearly with the ability to
control

50. ‘Optimise Purchase Process’
Present upsells based on similar products

51. ‘Optimise Purchase Process’
Reduce prominence of Coupon Code Requests
Got a Coupon Code?

52. ‘Optimise Purchase Process’Clear Call to action to complete the
transaction. E.g. “pay securely now”, “Proceed
to Purchase”, “Order now”
Highlight added extras – shipping, easy
returns
Increase cart expiry dates and retarget
Provide options to sign up or checkout without
an account
Incentivise sign up
Ask for credit card details last

53. Ongoing Conversion Optimisation
A/B Split &
MultivariateTesting
Heat Mapping
User Interaction
Recordings

54. Ongoing Conversion Optimisation
2 – 3 Times Better
Performance
A/B Split &
MultivariateTesting
Heat Mapping
User Interaction
Recordings

55. Ongoing Conversion Optimisation
2 – 3 Times Better
Performance
A/B Split &
MultivariateTesting
Heat Mapping
User Interaction
Recordings

56. Understand your objectives and the motivations of
your customers
Ensure your website is on brand, consistent and
customer focused
Structure your site and information with the aim of
moving visitors from uncertainty to certainty
Make it as easy as possible for visitors to find what
they are looking for and to understand the next
steps
To convert traffic - define clear site objectives, easily
identifiable call to actions, ensure ease of action
and optimise ‘next step’ and upsell processes.
If visitors are exiting without converting, it’s not the
Key Takeaways

57. Questions?

58. Now to get started..

59. Thanks for Listening!
https://plus.google.com/+Reloadconsultin
g