(2013) getting more customers from websites, user experience spotlight
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DIGITAL EXPERT VIP WEBINAR SERIES
GETTING MORE CUSTOMERS FROM WEBSITES User Experience Spotlight
10 avril 2023 Mediative.com
TODAY’S SPEAKERS
10 avril 2023 Mediative.com
Ian EverdellManager, User Experience and Research
Victoria HartVP National Sales
Kyle GrantSenior Product Manager, Performance Services
#MediativeVIPWebinar
• Following the webinar, you will receive our UX eBook:
Make it Easier to Buy From You: A Website User Experience Checklist
Engage with us on twitter
AGENDA
• WHAT IS WEBSITE USER EXPERIENCE?
• LANDING PAGE UX SUCCESS STORY
• 10 TIPS TO IMPROVE LANDING PAGE EXPERIENCE
• TYPES OF USER EXPERIENCE SOLUTIONS AVAILABLE
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WHO WE ARE
PIONEERS IN DIGITAL RESEARCH
Over 300 digital assets dedicated
to improving marketing strategies
and understanding customer
behaviour, including several
ground breaking research projects:
Location Based Marketing
• Hyper Situational Mobile Targeting
• Google Places Desktop vs. Mobile
• Display Ad Effectiveness on Tablets
Online User Behaviour
• Local Search Consumer Behaviour
• The Brand Lift of Search
• Google Golden Triangle
WHO WE ARE
OUR RESEARCH OVER THE YEARS
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5
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2011
Inside The Mind of The Searcher
Search Engine Usage Research
Google Golden Triangle
Major SERPs User Behaviour
Organic vs. Paid Brand Lift Study
Barriers On a Website
Mapping the BuyerSphere
Google Instant Results
Google Places Desktop & Mobile
PPC & Display User Purchase Behaviour
Branching Out From Search Research
WHAT IS WEBSITE USER EXPERIENCE?
50%Of potential sales are lost because users can’t find the information they need on
webpages.
Source: Forrester Research
5-7sIs all it takes to convince post-click visitors that they are on the right
page.
Source: Nielsen Norman Group
WHAT HAPPENS AFTER TRAFFIC REACHES YOUR SITE?
?
WHAT IS WEBSITE USER EXPERIENCE
CONNECTING CONTENT TO INTENT
Search Intent Purchase Intent Customer Action
Conversions Purchase
USER EXPERIENCE CASE STUDY
1. CHALLENGE2. STRATEGY3. RESULTS
CASE STUDY
CUSTOMER CHALLENGE
1• Not satisfied with the number of leads through
pay per click advertising.
• The existing landing pages were converting between 4-5%, which is already quite good, they had an ambitious goal: double the conversion rate!
Canadian B2B Healthy Vending Company
CASE STUDY CHALLENGE
EXISTING LANDING PAGE
• Ads mention a free info kit, but the download from this page is a report.
• No company name or logo on the page.
• Strong background colors distract from the content.
CASE STUDY
CUSTOMER SOLUTIONCanadian B2B Healthy Vending Company
Audit evaluates against the RACE model:
• Relevancy• Attractiveness• Clarity• Ease
2 • Landing Page Audit
• Redesign & Testing
CASE STUDY
CUSTOMER RESULTS
3Canadian B2B Healthy Vending Company
Instant Improvements:
• Offer Change = +53%
• Long Page = +86%
• Short Page = +110%
110%
LANDING PAGE TIPS
LANDING PAGE TIPS
5 THINGS TO AVOID
• Poor Visual Hierarchy
• Hidden Calls to Action
• Tricky Forms
• Thinking You Know Your Users
• Poor Content
LANDING PAGE TIPS
WHAT NOT TO DO
LANDING PAGE TIPS
5 QUESTIONS TO CONSIDER
• What information is included in your headlines?
• What is your call to action?
• Where is your CTA located?
• Do you have credibility on your landing page?
• Are the forms on your page asking for more than 4 pieces of information?
LANDING PAGE TIPS
A+ UX DESIGN
USER EXPERIENCE SOLUTIONS
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UX & RESEARCH SOLUTIONS
AUDITS
Find out how you stack up against your competitors.
UX & RESEARCH SOLUTIONS
CONVERSION PATH OPTIMIZATION
Starting at: $1,850
Amazon.com increased online revenue by $6M in 1 week just by changing a button.
UX & RESEARCH SOLUTIONS
TURNKEY LANDING PAGE MANAGEMENT
Starting at: $2,400
Fully implemented service including design, hosting and testing.
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Moderated TestingUnmoderated Testing
UX & RESEARCH SOLUTIONS
USER EXPERIENCE TESTING
UX can help your clients understand:
• Their potential customers’ expectations and behaviours so they can be in the right place, with the right message, at the right time.
• Where their existing experience might be falling short of customer expectations.
• How they stack up against competitors.
• How to squeeze every possible conversion out of the traffic that they already pay for.
TAKEAWAYS
Generating reach and traffic to your site is a good first phase, but need to make sure that traffic is going to be valuable
QUESTIONS
10 avril 2023 Mediative.com
Ian EverdellManager, User Experience and Research
Victoria HartVP National Sales
Kyle GrantSenior Product Manager, Performance Services
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