how to improve your customers ux

www.ibeccreative.com

Learn How To Improve Your

Web Customer Experience

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Web Design & Digital Marketing

In Portland, Maine

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Founded in 2006 | Google Partnerswww.ibeccreative.com

Matt Rideout - Digital Marketing Manager


High Impact + Low Investment Greatest Value

Amazon Link

Today● How And Where To Focus Website Improvements● Latest And Most Important Website Experience Trends● Why Measure Qualitative Behaviors● How It Translates To Website Updates That Make An Impact● Affordable Tools You Should Be Using● Examples of low investment tactics that deliver high impact

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http://www.amazon.com/Lean-UX-Applying-Principles-Experience/dp/1449311652

http://www.amazon.com/Lean-UX-Applying-Principles-Experience/dp/1449311652


Going Past The Analytics Numbers...

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Looking At Visitor Behavior


Stop Throwing Away Money On Useless Updates

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39% of E-

Commerce Sites Report Reduced Conversion Rate After RedesignForrester Research, Inc. 2012


Money DrainerDriving Traffic To A Site That Can’t Convert

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Organic Search Traffic

Paid Advertising & Traditional Advertising

Social Media

Referral Traffic / Networking

Public Relations / Earned Media

Search Engine Marketing

Your Website Performance Directly Impacts The Cost

Effectiveness Of These Channels.

www.ibeccreative.com 7


Design is your first impressionCut bounce rate in ½, Doubled Time on Site, SAME RESORT!

5 Year Difference

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… A lot has changed since 2012The Problem

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2007 2012


5 Years…

Even 2 Years

Is too long to wait to make improvements

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So Many Variables

A complete refresh is like the WORST multivariate test ever

Each variable impacts your conversion rate and performance, it is NOT POSSIBLE to address all of them at once with a complete redesign.

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Key Messages & Content

Images / Photos

User Flow

Design Elements

Tone / Language

Navigation

XCall-To-Actions

UI / Layouts

Offer / Pricing

100 Different Pages


Consider a redesign if...● Updates are costly and difficult

● Underlying platform is obsolete or poorly supported

● Not conducive to ongoing iterative improvements

Your new site should be focused on improving your ability to improve it,easily and affordably.

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Reasons For A Redesign Ancient Architecture


Reasons For A Redesign“Responsive conversions” are usually not worth the cost. Do a mobile first redesign.

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Site Not Responsive

Desktop First Design / Responsive Conversion Mobile First Design (best)

● Design will be overly complex● Will be forced to cram your desktop experience

into smaller formats● More expensive to code desktop first responsive● Site will inherently be heavier / slower

● Design will focus on key messaging and most important features

● Inherently simpler, lightweight, optimized● Mobile layouts will easily transfer simple,

elegant and beautiful to desktop layouts where you can add elements as appropriate

● Easier to implement a LEAN strategy with this (see next slides)

● Forced to think more about planning user experiences up front

Read More About Thishttps://codemyviews.com/blog/mobilefirst

https://codemyviews.com/blog/mobilefirst

https://codemyviews.com/blog/mobilefirst


Mobile FirstPrototyping &Design

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This Is Real… iBec Client Device Stats

2016 Started Mobile Dominant


Separate Mobile & Desktop Sites?

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Just Say NoResponsive Is The Way To Go

Day’s Jewelers had visits from over 500 different screen resolutions in February 2016

One screen resolution can potentially be several actual size dimensions in real life. Pixels are not all the same physical size.

Your site has to look good everywhere. Mobile -> Tablet -> Desktop oversimplifies the situation.


So.. Many.. Devices..

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Device Apple iPad Pro

Tablet? YesiOS operating system detected

Desktop? YesSame screen resolution as a desktop

Touch? MaybeBluetooth mouse compatible

Example:Your menu needs to work on desktop size touch screens.

No More Hover State


</mobile-rant>Mobile is really, really important

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Website Timeline Comparisons

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1 Year Strategy - 100% Spec'd Project with Large Investment, All Features Launched at Once

time

Large Investment, High-Risk Development Launch Fail

Learn Doing Better

Add Complexity Learn Doing Better Change Learn Fail

time

Launch

1 Year of Rapid Iterative Changes

Small Investment

Traditional Timeline

Lean Timeline (Preferred)


Choose Iterative Design

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V1Bounce Rate: 47%Conversion Rate: 5%

V2Bounce Rate: 39%Conversion Rate: 6.95%

V3Bounce Rate: 34%Conversion Rate: 8.18%

Basic iBec 30-day Website

6 Month Timeline, 63% Improvement


Where Do We Start?

Trust Data, Not Lore.

If you're making decisions with bad data

You're making bad decisions

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% Of Visitors Submitting Contact Form

% Of Visitors Clicking Email Links

% of Visitors Donating % of Visitors Calling

Website Goals: Impact Business Outcomes

% Of Visitors Making Purchases

% Of Visitors Subscribing to Email% Of Visitors Bouncing

% of Visitors Using Live Chat


Step 1 - Measure Everything

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Tag Manager Tutorial

https://analyticsacademy.withgoogle.com/course/5

https://analyticsacademy.withgoogle.com/course/5


Why Don’t They Do What You Want?1. Start at the bottom of your funnel2. Find the bottleneck to make the greatest impact

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% Of Visitors Completing Checkout

% Of Visitors Checking Out

% of Visitors Viewing Products

% of Visitors Adding to Cart

Bounce Rate

Develop a Hypothesis You Can Test

Good Good

Bad

OkayGood


Google Analytics Goal Funnels

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Google Analytics New Data Available

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Goal flow report


Google Analytics New Data Available

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FunnelVisualization


Hotjar Funnel Tracking

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Funnel Visualization

www.HotJar.com Lots of features for free

Pro is only $9 / month

http://www.hotjar.com

http://www.hotjar.com


Why Don’t They Convert?

Bounce - Visitor leaves website without taking any action

Why People Bounce● Site immediately unappealing● Doesn’t line up with what they’re wanting● Don’t see what they are looking for● Could be traffic source related

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Bounce Rate


sugarloaf


Don’t Take My Word For It!

32www.VWO.com $49 / mo

http://www.vwo.com

http://www.vwo.com


Super Easy Visual Editing - Automatic A/B Test

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www.ibeccreative.com 35http://exisweb.net/menu-eats-hamburger

MENU Performs 20% Better

http://exisweb.net/menu-eats-hamburger

http://exisweb.net/menu-eats-hamburger


Don’t take my word for itIf you could easily prove that one simple change increased calls by just 1% - wouldn’t you do it?


Month-Month Comparisons Don’t Cut It

VWO splits your traffic in real time.Even if your whole site’s conversion rate drops during a month, you can still identify a winning variation that did the least bad.


ALWAYS BE TESTING

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Any time you’re not testing, you’re forgoing opportunity for increased performance.


People Fly Through Competitor Websites Like It’s Tinder

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“Travelers Visit 38 Sites Before Booking a Vacation”Skift.com 2013

http://skift.com/2013/08/26/travelers-visit-38-sites-before-booking-a-vacation-study-says/

http://skift.com/2013/08/26/travelers-visit-38-sites-before-booking-a-vacation-study-says/


Don’t Make Your Visitors Think - They Are Dumb

“My credit is too bad”

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How Do You Know What To Improve?

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“Not sure if this is the best price”

“Having Trouble Viewing Different

Offers”

“Can’t Find Cancellation Policy”

“Is there air conditioning?”


Screen Recordings

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Screen Recordings - Identify Issues You Can Fix

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Don’t blame seasonality or the weather - it’s probably something you can fix!


Screen Recordings - Identify Issues You Can Fix

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Don’t blame seasonality or the weather - it’s probably something you can fix!


Heatmaps

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Scroll Tracking

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Long scrolling pages are popular.. But do they scroll?

Can a simple arrow make sure people see the packages just below the fold?


Heatmaps & Grabbing Attention

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Package Click Rate

No Tiles 20.88%

With Tiles 41.97%

Heatmap data led us to create visual package graphics that doubled click through to individual package categories compared to menu links alone.


Iterative Design UpdatesVs. Last Year

17% improved bounce rate

18.66% increase in duration

46% increase in pages / visit

7.15% conversion rate lift(this year, last year we didn’t have this metric)

UX and Impact

● Same content, presented in a more engaging format

● Same call-to-actions, presented in a more intuitive way

● All Desirable Actions 100% Measurable

○ Open Account Online○ Live Chat○ Call Customer Service○ Email Customer Service

Time on Page: 50% Improvement

Conversion Rate: 300% Improvement

Version 1 Version 3

Version 1 Verson 2

Restyled Quote FormForm Conversion Rate: 5.11% Improvement

Lead Growth: 2 Additional Customers Per Month, not counting calls


Web Design & Digital Marketing

In Portland, Maine


?Question Time

http://www.ibeccreative.com

http://www.ibeccreative.com