bri williams - be and digital design

BE and Digital Design

30 July 2014

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@peoplepatterns #MSiX

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Wasting money, time and effort feeding traffic to the site. We are leaking money.

The result of the gap

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We need to

optimise for

behaviour, not just search engines

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ü  Designed around behavioural patterns

ü  Persuades the visitor to take desired

action

ü  Capitalises on every moment of truth

ü  Increases conversion

ü  Increases repeat business

Behaviourally Effective Website

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The 5 Essentials

1. Establishing Confidence

2. Communicating Value

4. Asking for Action

3. Creating a Pathway

5. Effort vs Reward

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The 5 Essentials

1. Establishing Confidence

2. Communicating Value

4. Asking for Action

3. Creating a Pathway

5. Effort vs Reward

1. Establishing Confidence

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If your visitor is not confident, they will simply not proceed

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0 secs 9.58 secs

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0 secs 9.58 secs 7 secs

LandofBrand.com Marketing Experiments MECLAB

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Anxiety Loss Aversion

kills conversion

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Me (the visitor)

You (the business)

You must establish confidence in…

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“I’m exactly where I

expected to be”

“I can do this”

Confidence in Me

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Don’t do this…

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Confidence in Me ✗  No direct link ✗  Am I in the right

place?

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Confidence in Me ✗  No direct link

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Do this…

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Confidence in Me ü  Direct link ü  Consistent language

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Do this…

ü  Clear and visible business name ü  Match language to ad

ü  Image that adds meaning to positioning ü  Landing Pages

Confidence in Me

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“You look like a credible business”

Confidence in You

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Don’t do this…

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Confidence in You ✗  Tired

✗  Unclear name ✗  Cheap image

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Confidence in You

✗  Who are you? ✗  No quality markers

(eg testimonials, guarantees)

✗  “Stock photo” image

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Do this…

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Confidence in You

Social Proof

ü  Industry credibility

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Confidence in You

ü Awards

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Confidence in You

ü  Social proof ü  Live usage

ü  Stats ü  Service guarantees

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Do this…

ü  “Years established” ü  Industry accreditations

ü  Guarantees ü  Testimonials

Confidence in You

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Establishing Confidence

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The 5 Essentials

1. Establishing Confidence

2. Communicating Value

4. Asking for Action

3. Creating a Pathway

5. Effort vs Reward

2. Communicating Value

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How can you solve my problem?

I want your website to bring

me closer to solving my problem

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Communicating Value

ü  Simple explanation

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Don’t do this…

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Communicating Value ✗  It’s not about you,

it’s about their problem

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Communicating Value

✗  Generic image ✗  WIIFM below fold

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Communicating Value

✗  Absent Value Prop

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Communicating Value

✗  Absent Value Prop ✗  “Our” not from customer perspective

Communicating Value ✗  Doesn’t walk the

talk

System 2 critic

Communicating Value ✗  About you not

customer ✗  Poor readability

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Do this…

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Communicating Value

ü  Clear resolution

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Communicating Value

ü  Clear statement

ü  Clear statement

Communicating Value

ü  Clear proposition

Communicating Value

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Do this…

ü Encapsulate your customer’s problem

ü Explain how you solve it

ü Differentiate yourself

Communicating Value

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Communicating Value

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Communicating Value

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The 5 Essentials

1. Establishing Confidence

2. Communicating Value

4. Asking for Action

3. Creating a Pathway

5. Effort vs Reward

3. Creating a Pathway

All Rights Reserved People Patterns Pty Ltd 54

Where is this leading?

•  For your visitor •  For you

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Creating a Pathway

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!

! !

! !

! !

Creating a Pathway ✗  Too much, too soon

Paradox of

Choice

Creating a Pathway

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Don’t do this…

✗  Too soon

Creating a Pathway

✗  So where do I start?

Creating a Pathway

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Creating a Pathway ✗  Most important thing

for me to do?

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Creating a Pathway ✗  All about you not the

customer

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Creating a Pathway

✗  Social media distraction ✗  a, b, c, d unclickable

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Creating a Pathway

✗  Blocks rather than entices

Scarcity

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Creating a Pathway

✗  Missed opportunity to take them somewhere

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Do this…

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Creating a Pathway

ü  Prioritises getting to know each other

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Creating a Pathway

ü  Helps site user get started

Paradox of

Choice

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Creating a Pathway

ü  Assures user they are on the right path

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Do this…

ü Listen first

ü Give to get

ü Prioritise

Creating a Pathway

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The 5 Essentials

1. Establishing Confidence

2. Communicating Value

4. Asking for Action

3. Creating a Pathway

5. Effort vs Reward

4. Asking for Action

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Moments of truth: Asking your visitor to do something

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Please reply yes

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Don’t do this…

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Asking for Action

•  Absent CTA!•  Unclear CTA!•  Too many CTA!

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Asking for Action

✗  Now what should I do?

•  Absent CTA!•  Unclear CTA!•  Too many CTA!

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Asking for Action

✗  Now what?

•  Absent CTA!•  Unclear CTA!•  Too many CTA!

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Asking for Action

✗  How do I add to cart?

•  Absent CTA!•  Unclear CTA!•  Too many CTA!

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✗  What is it and where does it take me?

Asking for Action

Loss Aversion

•  Absent CTA!•  Unclear CTA!•  Too many CTA!

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Asking for Action

✗  What does it mean? ✗  Unclickable

Ambiguity

•  Absent CTA!•  Unclear CTA!•  Too many CTA!

✗  Undifferentiated CTA button colours

Asking for Action

•  Absent CTA!•  Unclear CTA!•  Too many CTA!

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✗  Alphanumeric & Social Media add unnecessary

decisions

Asking for Action

•  Absent CTA!•  Unclear CTA!•  Too many CTA!

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Do this…

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ü  Clear outcome

Asking for Action

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ü  Clear outcome ü  Instant gratification

Asking for Action

Short term bias

ü  Reinforces WIIFM ü  Clear CTA

ü  Uses Loss Aversion

✗  Why so many exclamation points?!

Asking for Action

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ü  Clear outcome Asking for Action

Loss Aversion

Social proof

Default bias

Short term bias

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Do this…

ü Reduce anxiety (social proof, icons)

ü Explain what happens when

ü Give them a payoff

Asking for Action

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Asking for Action

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The 5 Essentials

1. Establishing Confidence

2. Communicating Value

4. Asking for Action

3. Creating a Pathway

5. Effort vs Reward

5. Effort vs Reward Equation

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If effort > reward your visitor will not

proceed

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Don’t do this…

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Effort vs Reward ✗  Readability of

white on black ✗  Number of fields

required

Depletion

effect

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Effort vs Reward

✗  Readability of light font, too much text

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Effort vs Reward ✗  Sliders

Huh???

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Effort vs Reward

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Do this…

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ü  Low effort to get started

Effort vs Reward

Effort vs Reward

ü  Instant gratification

Effort vs Reward ü  Reduce perceived effort

ü  Choice architecture

System 1

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Effort vs Reward

ü  Sometimes you want to create effort

System 2

ü  Pique self-interest

Effort vs Reward

Uniqueness

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Do this…

ü Reinforce/acknowledge actions

ü Reiterate payoff (WIIFM)

ü Immediate payoff

Effort vs Reward

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Effort vs Reward

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Effort vs Reward

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Effort vs Reward

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The 5 Essentials

1. Establishing Confidence

2. Communicating Value

4. Asking for Action

3. Creating a Pathway

5. Effort vs Reward

In Me, In You Solve my problem

Leads to? Absent, Unclear, Too Many

R > E = behaviour

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“5 Essentials for an Effective Website”

Email

bri@peoplepatterns.com.au

More info www.peoplepatterns.com.au

Free guide

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Top 3 takeaways

1. Anxiety kills conversion

2. Micro moments matter

3. Era of Behavioural Optimisation

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Get in touch

Bri Williams

bri@peoplepatterns.com.au

0408 392 173

@peoplepatterns

www.peoplepatterns.com.au