Design, Info Architecture & Calls to Action

Case Studies

Design with Clear Intent

Clear Layout

Clear Layout

De-cluttered Logical Flow

De-cluttered Logical Flow

Demonstrate clear Call to Action

Clear Calls to Action

Obvious Benefits

Obvious Benefits

Appropriate Channel Design

Appropriate Channel Design

Clear and Intuitive Messages

Clear Intuitive Messages

eCommerce Case Study

Wiltshire Farm

Case Study: Wiltshire Farm Foods

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

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

Test Process

• Never stop testing and tracking user actions on website• A/B Split Testing

– Define specific site goals (sale, sign-up etc..)– Test two specific pages (typically high volume landing pages)– Commercial tools (Vertster) or Google Optimiser – Monitor which test is performing better– Use Variable rate or throttle testing to vary the percentage of traffic that

gets routed to the various pages

• Multi-Variate testing– Enables variable testing of elements within single pages– Different copy text, form layouts and even landing page images and

background colours together– Track combinations that achieve predetermined goals

Sales Funnels

Boden

Micks Garage

Amazon Funnel

Amazon Cart Functions

Web 2.0 Design Model

Calls To Action