10 Usability Essentials for Business Websites, Greg Muller, Global Reviews
The Importance Of Usability For Customer Facing Websites
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Transcript of The Importance Of Usability For Customer Facing Websites
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Manchester Digital’s Usability: What’s The Use?
“Improving your bottom line (especially in a recession!)”
by Paul RoukeUser Experience Director at PRWD
28th January 2009
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What I’ll be talking about
Customer facing websites
(getting more enquiries and sales)
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Topics
Some key questions to ask yourself
Key business areas that apply
Case study – increasing revenue per employee
A quick survey for you
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Some key questions to ask yourself
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Do you know how well your website performs for your
business?
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Are you fully confident you aren’t wasting some of your money on marketing?
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Are you envious of what your larger competitors do online?
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If you sell online, are enough people buying from you?
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Some good news
usability improvementsapply to every size of
business
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Areas you should be looking at
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What can usability improve?
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The financial impact of improving a low e-commerce conversion rate of 1.5%(a real life retailer who we are currently pitching to)
Current online sales per year £2.5million
Current conversion rate 1.5%
Minimum guaranteed conversion rate from PRWD 2.25%
Projected online sales per year* £3.75million
Projected value of new sales per year* £1.25million
*Based upon the site maintaining existing traffic levels
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Case study: increasing revenue-per-employee
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Problem Actions Results ROI
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In-efficient sales and marketing strategy
traditional modern
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Problem Actions Results ROI
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Analysis
Measure& refine
Design
Build
Business analysis
Customer analysis
Prospect analysis
Challenge current thinking
ie. “we won’t get enquiries for £5,000 machines”
Paper sketches through to final visuals
User testing
Focus on “what are prospects looking for”
Online promotion of products from £30 to £7,500
100% accountability for online channel
Web analytics integration
Testing of different versions
Measure conversion rates from Google Adwords
Identify new market opportunities
Continually
improve & refine UCD
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Problem Actions Results ROI
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Over 1st two years of working together...
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Problem Actions Results ROI
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How do you give your visitors what they want?
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A quick survey
Online enquiry forms (key principles)
Keep it simple!
Only ask for the minimum info required!
People are busy, they don’t have time for big forms
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Which form will visitors most use?
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Which form do visitors most use?
14% 86%
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How well do these enquiries convert into sales?
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How well do these enquiries convert into sales?
17%
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How well do these enquiries convert into sales?
17% 55%
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Only once you
fully understand your visitors wants and needs can you fully exploit the potential of usability
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The good news!
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No matter what you have…e-commerce sites
business websites
information portals
marketing campaigns
internal systems…
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Usability can and does
improve your bottom line!
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> this presentation> case studies > further information> plus leave your comments
all available at:
www.prwd.co.uk/events
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Thankyou for listening to “Improving your bottom line”by Paul Rouke
Office: 0161 918 6729Mobile: 07739 745 126
Web: www.prwd.co.uk
Email: [email protected]