website conversion optimisation
DESCRIPTION
Nomensa's CEO Simon Norris and Merlin's Digital marketing manager, Deniz Hassan presents 'website conversion optimisation' at UX4NonProfit on 27th June 2012TRANSCRIPT
![Page 1: Website conversion optimisation](https://reader034.vdocuments.net/reader034/viewer/2022052505/554ba2b5b4c905ae618b4bae/html5/thumbnails/1.jpg)
Wednesday, 11 July 12
![Page 2: Website conversion optimisation](https://reader034.vdocuments.net/reader034/viewer/2022052505/554ba2b5b4c905ae618b4bae/html5/thumbnails/2.jpg)
should we incorporate insights about psychology to drive design?
WHY Wednesday, 11 July 12
![Page 3: Website conversion optimisation](https://reader034.vdocuments.net/reader034/viewer/2022052505/554ba2b5b4c905ae618b4bae/html5/thumbnails/3.jpg)
what can psychology teach us about how we make decisions?
So, Wednesday, 11 July 12
![Page 4: Website conversion optimisation](https://reader034.vdocuments.net/reader034/viewer/2022052505/554ba2b5b4c905ae618b4bae/html5/thumbnails/4.jpg)
Wednesday, 11 July 12
![Page 5: Website conversion optimisation](https://reader034.vdocuments.net/reader034/viewer/2022052505/554ba2b5b4c905ae618b4bae/html5/thumbnails/5.jpg)
60% stopped40% stopped
Wednesday, 11 July 12
![Page 6: Website conversion optimisation](https://reader034.vdocuments.net/reader034/viewer/2022052505/554ba2b5b4c905ae618b4bae/html5/thumbnails/6.jpg)
60% stopped3% purchased
40% stopped30% purchased
775%INCREASE
Wednesday, 11 July 12
![Page 7: Website conversion optimisation](https://reader034.vdocuments.net/reader034/viewer/2022052505/554ba2b5b4c905ae618b4bae/html5/thumbnails/7.jpg)
SurfaceMeaning
Cognitive FactorsThinking, Reasoning, Decision-making, Logic, Computation, Strategy, Attention, Perception
DeeperMeaning
Emotional FactorsSurprise, Anger, Happiness Fear, Love, Acceptance, Feeling, Expectation, Disgust, Sorrow
Wednesday, 11 July 12
![Page 8: Website conversion optimisation](https://reader034.vdocuments.net/reader034/viewer/2022052505/554ba2b5b4c905ae618b4bae/html5/thumbnails/8.jpg)
Content
Features
Messaging
Button design & Placement
Straightforward form design
Features to build trust and confidence
The online donation journey
Engage
Nudge
Support
Reward
Thank people for their consideration
Wednesday, 11 July 12
![Page 9: Website conversion optimisation](https://reader034.vdocuments.net/reader034/viewer/2022052505/554ba2b5b4c905ae618b4bae/html5/thumbnails/9.jpg)
emotionalBUILDING
ENGAGEMENT
Wednesday, 11 July 12
![Page 10: Website conversion optimisation](https://reader034.vdocuments.net/reader034/viewer/2022052505/554ba2b5b4c905ae618b4bae/html5/thumbnails/10.jpg)
Building emotional engagement
Wednesday, 11 July 12
![Page 11: Website conversion optimisation](https://reader034.vdocuments.net/reader034/viewer/2022052505/554ba2b5b4c905ae618b4bae/html5/thumbnails/11.jpg)
£20will help save1000 trees!
Building emotional engagement
About 1440 acres are cut down every day.
That’s about 700 football pitches.
PANIC!
Wednesday, 11 July 12
![Page 12: Website conversion optimisation](https://reader034.vdocuments.net/reader034/viewer/2022052505/554ba2b5b4c905ae618b4bae/html5/thumbnails/12.jpg)
Building emotional engagement
It could have been me...
Wednesday, 11 July 12
![Page 13: Website conversion optimisation](https://reader034.vdocuments.net/reader034/viewer/2022052505/554ba2b5b4c905ae618b4bae/html5/thumbnails/13.jpg)
Building emotional engagement
Wednesday, 11 July 12
![Page 14: Website conversion optimisation](https://reader034.vdocuments.net/reader034/viewer/2022052505/554ba2b5b4c905ae618b4bae/html5/thumbnails/14.jpg)
Building emotional engagement
69 Tigers saved! = 3 Tigers
Wednesday, 11 July 12
![Page 15: Website conversion optimisation](https://reader034.vdocuments.net/reader034/viewer/2022052505/554ba2b5b4c905ae618b4bae/html5/thumbnails/15.jpg)
engagementTURNING
into DONATION
Wednesday, 11 July 12
![Page 16: Website conversion optimisation](https://reader034.vdocuments.net/reader034/viewer/2022052505/554ba2b5b4c905ae618b4bae/html5/thumbnails/16.jpg)
Turning engagement into donations
Wednesday, 11 July 12
![Page 17: Website conversion optimisation](https://reader034.vdocuments.net/reader034/viewer/2022052505/554ba2b5b4c905ae618b4bae/html5/thumbnails/17.jpg)
Turning engagement into donations
80%will go directlyto the charity
Wednesday, 11 July 12
![Page 18: Website conversion optimisation](https://reader034.vdocuments.net/reader034/viewer/2022052505/554ba2b5b4c905ae618b4bae/html5/thumbnails/18.jpg)
Turning engagement into donations
£20will help save1000 trees!
£5will help save
250 trees!
£10will help save500 trees!
Still im
portant!
Wednesday, 11 July 12
![Page 19: Website conversion optimisation](https://reader034.vdocuments.net/reader034/viewer/2022052505/554ba2b5b4c905ae618b4bae/html5/thumbnails/19.jpg)
Turning engagement into donations
Wednesday, 11 July 12
![Page 20: Website conversion optimisation](https://reader034.vdocuments.net/reader034/viewer/2022052505/554ba2b5b4c905ae618b4bae/html5/thumbnails/20.jpg)
Turning engagement into donations
Wednesday, 11 July 12
![Page 21: Website conversion optimisation](https://reader034.vdocuments.net/reader034/viewer/2022052505/554ba2b5b4c905ae618b4bae/html5/thumbnails/21.jpg)
Wednesday, 11 July 12
![Page 22: Website conversion optimisation](https://reader034.vdocuments.net/reader034/viewer/2022052505/554ba2b5b4c905ae618b4bae/html5/thumbnails/22.jpg)
Internally we think: The website exists to give as much information about Merlin to the outside world as possible. We want people to leave knowing exactly what our mission and policies are and what great things we have been doing recently.
Externally donors think: What problems is Merlin solving and if I’m moved, how can I help?
Wednesday, 11 July 12
![Page 23: Website conversion optimisation](https://reader034.vdocuments.net/reader034/viewer/2022052505/554ba2b5b4c905ae618b4bae/html5/thumbnails/23.jpg)
Wednesday, 11 July 12
![Page 24: Website conversion optimisation](https://reader034.vdocuments.net/reader034/viewer/2022052505/554ba2b5b4c905ae618b4bae/html5/thumbnails/24.jpg)
the first 10 seconds are critical!
Wednesday, 11 July 12
![Page 25: Website conversion optimisation](https://reader034.vdocuments.net/reader034/viewer/2022052505/554ba2b5b4c905ae618b4bae/html5/thumbnails/25.jpg)
Wednesday, 11 July 12
![Page 26: Website conversion optimisation](https://reader034.vdocuments.net/reader034/viewer/2022052505/554ba2b5b4c905ae618b4bae/html5/thumbnails/26.jpg)
The 2 roads to optimisation
•Bespoke usability testing
•Learn from others
Wednesday, 11 July 12
![Page 27: Website conversion optimisation](https://reader034.vdocuments.net/reader034/viewer/2022052505/554ba2b5b4c905ae618b4bae/html5/thumbnails/27.jpg)
Wednesday, 11 July 12
![Page 28: Website conversion optimisation](https://reader034.vdocuments.net/reader034/viewer/2022052505/554ba2b5b4c905ae618b4bae/html5/thumbnails/28.jpg)
98.7%UPLIFT
Wednesday, 11 July 12
![Page 29: Website conversion optimisation](https://reader034.vdocuments.net/reader034/viewer/2022052505/554ba2b5b4c905ae618b4bae/html5/thumbnails/29.jpg)
Wednesday, 11 July 12
![Page 30: Website conversion optimisation](https://reader034.vdocuments.net/reader034/viewer/2022052505/554ba2b5b4c905ae618b4bae/html5/thumbnails/30.jpg)
9%UPLIFT
Wednesday, 11 July 12
![Page 31: Website conversion optimisation](https://reader034.vdocuments.net/reader034/viewer/2022052505/554ba2b5b4c905ae618b4bae/html5/thumbnails/31.jpg)
22%DECREASE
bounce rate
162%UPLIFT
Wednesday, 11 July 12
![Page 32: Website conversion optimisation](https://reader034.vdocuments.net/reader034/viewer/2022052505/554ba2b5b4c905ae618b4bae/html5/thumbnails/32.jpg)
• @simon_norris
• www.nomensa.com
• @we_are_nomensa
• www.merlin.org.uk
• @MerlinUK
Wednesday, 11 July 12