Usability & Conversion: How to make your website
sell more
By Min Ahmed
Amcats Limited UK
2 basic happen on the web
Get trafficConvert customers
Usability & Conversion: How to make your website sell more
Concentrate on SEO and Usability
Various Ways to get Traffic
SEO mechanismsValue added content Increase in customer perception as measured by
google Affiliate marketingOfflineDigital marketing – emails, news letters
Concentrate on SEO
85% of users click on natural searchPositioning
Top 4 PPC = 7 – 10 in Nat Results (views)That means natural search yeilds 2 – 3 times better
results Study by Enquiro et al
Visibility of Paid Search Results
Increased riskNeed to clearly
define your PPC Strategy
Tactical plan that is detailed Copy/WordsWell ResearchedTested
Visibility of natural search results
Lower riskBUT – more effort
Value added contentSlowerBuild better usabilityLower bounce rates
Converting Traffic
Usability is not just user journey and better designGoogle pushes sites perceived by
customers/users to be best in dealing with a “question”
Converting Traffic
Model each page in the information architecture to precise user needs
Users needs modelled to keywordsCopy and content follow white hat techniquesBuild real estate on the following principles
Google to you “Stay or Go” is 20 secs averageKeep key tasks above the fold Do not use marketing fluff
