(2013) getting more customers from websites, user experience spotlight

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

Mediativeian.everdell@mediative.com

Victoria HartVP National Sales

Mediativevictoria.hart@mediative.com

Kyle GrantSenior Product Manager, Performance Services

Mediativekyle.grant@mediative.com

#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

5

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

200

4

200

5

200

6

200

7

200

8

201

0

200

9

201

2

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

24

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.

27

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

Mediativeian.everdell@mediative.com

Victoria HartVP National Sales

Mediativevictoria.hart@mediative.com

Kyle GrantSenior Product Manager, Performance Services

Mediativekyle.grant@mediative.com

mediative.com/contact

mediative.com/youtube

mediative.com/linkedinmediative.com/facebook

mediative.com/twitter

mediative.com/googleplus

CONTACT OUR DIGITAL EXPERTS