Post on 21-Jan-2015
description
Simple. Accountable. Results That Matter.©Fathom SEO, LLC, all rights reserved 2012@mikeperla #GoNPO linkedin.com/in/mikeperla mperla@fathomdelivers.com
USABILITYReducing Friction &Boosting Conversion
Mike Perla
@mikeperla
@mikeperla #GoNPO linkedin.com/in/mikeperla mperla@fathomdelivers.com
Mike Perla – Director of Conversion Optimization 2013 Online Testing Awards Gold Ribbon, Case Study in WhichTestWon.com
A/B Test Hall of Fame, Director of Event Planning - Northeast Ohio Usability Professional’s Association (NEOUPA), Advisory Board - WhichTestWon.com, Founder - Conversion Rate Optimization Professional Association (CROPA)
10+ years of experience in CRO, UXD, web design, researched-based information architecture practices, persuasive copywriting, persona development and market positioning.
Who is this Guy?Why should I pay attention?!?
@mikeperla #GoNPO linkedin.com/in/mikeperla mperla@fathomdelivers.com
Drive all the traffic you want, it is worthless if it does not convert
Conversion Optimization Should Be a Priority!Get Your Web Properties to Convert
@mikeperla #GoNPO linkedin.com/in/mikeperla mperla@fathomdelivers.com
Who are your competitors? Any organization asking individuals to donate a % of their disposable income
What are you selling? You are selling a pleasurable experience. Donations trigger pleasure areas of the brain that are traditionally stimulated by food, sex and sweets. – University of Oregon
The World of Non-ProfitsUnassumingly Competitive
@mikeperla #GoNPO linkedin.com/in/mikeperla mperla@fathomdelivers.com
It takes just 50 milliseconds (1/20th of a second) for visitors to form an opinion about the quality of a site This is an action of the old part of your brain or “Reptilian Brain” Is it attractive? Is there a clear visual hierarchy? Does it look safe? The “Reptilian Brain” is the ultimate decision maker (halo effect)
You have 7 seconds to keep a visitor from leaving The middle and new parts of the brain – feelings/ emotions & logic Is it relevant? Is it clear what I am supposed to do? Do I feel confident in
taking that action?
Make a Good ImpressionYou Have Just Seconds
@mikeperla #GoNPO linkedin.com/in/mikeperla mperla@fathomdelivers.com
Anxiety – How will my money be spent? What % goes to the cause? Are donations handled securely?
Emotion – Use images that tell the story. Use success stories people can respond to emotionally. Target empathy.
Cialdini’s Principles of Influence Social Proof – How many others have donated? What is the total
donations? Authority – What organizations or persons of authority do you
support/support you? Affiliations?
Appealing to Your CustomerAddressing Anxiety and Using Persuasive Triggers
@mikeperla #GoNPO linkedin.com/in/mikeperla mperla@fathomdelivers.com
ABILITYGive Visitors the Ability to Convert
@mikeperla #GoNPO linkedin.com/in/mikeperla mperla@fathomdelivers.com
ABILITYGive Visitors the Ability to Convert
@mikeperla #GoNPO linkedin.com/in/mikeperla mperla@fathomdelivers.com
readABILITY
ABILITYGive Visitors the Ability to Convert
absorbABILITYuseABILITY
@mikeperla #GoNPO linkedin.com/in/mikeperla mperla@fathomdelivers.com
Font Choice – typeface, weight & size Line Height
readABILITYEffortless Reading Comprehension
Verdana is much easier to read.
Monotype Corsiva is hard to read.
Limit web pages to the usage of
3 fonts or less. Less is better.
@mikeperla #GoNPO linkedin.com/in/mikeperla mperla@fathomdelivers.com
readABILITYEffortless Reading Comprehension
Is your text W3C compliant?
Use Colour Contrast Check
Measure the relative luminance of each letter (unless they are all uniform) using the formula:
L = 0.2126 * R + 0.7152 * G + 0.0722 * B where R, G and B are defined as:
if RsRGB <= 0.03928 then R = RsRGB/12.92 else R = ((RsRGB+0.055)/1.055) ^ 2.4
if GsRGB <= 0.03928 then G = GsRGB/12.92 else G = ((GsRGB+0.055)/1.055) ^ 2.4
if BsRGB <= 0.03928 then B = BsRGB/12.92 else B = ((BsRGB+0.055)/1.055) ^ 2.4
and RsRGB, GsRGB, and BsRGB are defined as:
RsRGB = R8bit/255
GsRGB = G8bit/255
BsRGB = B8bit/255
The "^" character is the exponentiation operator.
@mikeperla #GoNPO linkedin.com/in/mikeperla mperla@fathomdelivers.com
readABILITYEffortless Reading Comprehension
Use a readability test
tool like read-able.com
"I notice that you use plain, simple language, short words and brief sentences. That is the way to write English--it is the modern way and the best way. Stick to it; don't let fluff and flowers and verbosity creep in. When you catch an adjective, kill it. No, I don't mean utterly, but kill most of them--then the rest will be valuable."
Mark Twain, letter to D. W. Bowser, March 1880
Americans average a reading
level of Grade 8
@mikeperla #GoNPO linkedin.com/in/mikeperla mperla@fathomdelivers.com
Reading from a computer screen is 20-30% slower than reading from paper – The University of Texas.
The man who makes a success of an important venture never wails for the crowd. He strikes out for himself. It takes nerve, it takes a great lot of grit; but the man that succeeds has both. Anyone can fail. The public admires the man who has enough confidence in himself to take a chance. These chances are the main things after all. The man who tries to succeed must expect to be criticized. Nothing important was ever done but the greater number consulted previously doubted the possibility. Success is the accomplishment of that which most people think can't be done.
The man who makes a success of an important venture never wails for the crowd. He strikes out for himself. It takes nerve, it takes a great lot of grit; but the man that succeeds has both. Anyone can fail.
The public admires the man who has enough confidence in himself to take a chance. These chances are the main things after all.
The man who tries to succeed must expect to be criticized. Nothing important was ever done but the greater number consulted previously doubted the possibility. Success is the accomplishment of that which most people think can't be done.
readABILITYEffortless Reading Comprehension
Reading on a computer screen
is 20-30% slower than paper
@mikeperla #GoNPO linkedin.com/in/mikeperla mperla@fathomdelivers.com
List items are small, discrete “chunks” that are physically easier on the eye and easier to follow and comprehend.
Enterasys offers leadership network solutions for higher education in terms of manageability via a single pane of glass, security for BYOD, and integrity with fault-tolerance and life-time warrant. Our OneFabric networking solutions deliver the best user experience, best-in-class application services, and lowest total cost of ownership in the industry.
Take complete control of your wired and wireless networks with OneFabric networking solutions:
• Lowest total cost of ownership in the industry
• Manageable via a single pane of glass
• Security for BYOD (Bring Your Own Device)
• Integrity with fault-tolerance
• Best-in-class application services
• Life-time warranty
readABILITYEffortless Reading Comprehension
Visitors have time to read only 20% of
your copy during an average visit
@mikeperla #GoNPO linkedin.com/in/mikeperla mperla@fathomdelivers.com
Usability issues in terms of conversion rate optimization is called “Friction” Friction arises from any element of the conversion process that causes
frustration, mental fatigue or confusion.
useABILITYEasy & Intuitive
Friction causes aggravation,
mental fatigue or confusion
@mikeperla #GoNPO linkedin.com/in/mikeperla mperla@fathomdelivers.com
Sources of Friction Length of Pages – Visitors spend only 20% of attention below the fold Page Layout and Design – Confusing layout, no visual hierarchy Button Design – Easy to overlook CTA; conflicting color usage Number of Options – Decision paralysis (3 or 4 options – Weinschenk) Nature and Number of Form Fields – Irrelevant fields or private information Form Field Layout – Form can appear shorter due to layout Number of Steps in Process – The less the better Page Load Speed – Faster the load speed, the better Discontinuity – Design, message, offer
useABILITYEasy & Intuitive
Reducing page load speed & the # of form fields is a no-brainer
@mikeperla #GoNPO linkedin.com/in/mikeperla mperla@fathomdelivers.com
A B
useABILITYEasy & Intuitive
@mikeperla #GoNPO linkedin.com/in/mikeperla mperla@fathomdelivers.com
A B
+368.5%
useABILITYEasy & Intuitive
@mikeperla #GoNPO linkedin.com/in/mikeperla mperla@fathomdelivers.com
The “Technidiot” Test Does your Grandma, Mother or technically challenged friend find the website
intuitive to use?
useABILITYEasy & Intuitive
DIY user testing - observe the technically impaired
@mikeperla #GoNPO linkedin.com/in/mikeperla mperla@fathomdelivers.com
Visitors form an opinion about your web page in 50 milliseconds and will leave within 7 seconds or less.
So, what do your visitors see?
Are the purpose, benefits and differentiators easy to locate and comprehend? Is it easy to decipher what is most important on the page? Is it clear what action they are supposed to take?
absorbABILITYMaking Sense of Digital Surroundings
You have milliseconds to make
an impact on a new visitor
@mikeperla #GoNPO linkedin.com/in/mikeperla mperla@fathomdelivers.com
A B
WhichTestWon.com
absorbABILITYMaking Sense of Digital Surroundings
@mikeperla #GoNPO linkedin.com/in/mikeperla mperla@fathomdelivers.com
A B
+31.4%
WhichTestWon.com
absorbABILITYMaking Sense of Digital Surroundings
Use the “Squint” Chrome App
to quickly assess your layout
@mikeperla #GoNPO linkedin.com/in/mikeperla mperla@fathomdelivers.com
http://snook.ca/technical/colour_contrast/colour.html
Overcoming ObjectionsUse Hard Evidence
@mikeperla #GoNPO linkedin.com/in/mikeperla mperla@fathomdelivers.com
http://www.read-able.com/
Overcoming ObjectionsUse Hard Evidence
@mikeperla #GoNPO linkedin.com/in/mikeperla mperla@fathomdelivers.com
https://chrome.google.com/webstore/search/squint
Overcoming ObjectionsUse Hard Evidence
@mikeperla #GoNPO linkedin.com/in/mikeperla mperla@fathomdelivers.com
Twitter @mikeperla & @CROProA LinkedIn http://www.linkedin.com/in/mikeperla LinkedIn Group: Conversion Rate Optimization Professionals’ Association www.cropa.net
Final SlideTime to Say Goodbye