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Web Design For ROI

Aug 17, 2014

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aquent

Aquent Webcast with Lance Loveday and Sandra Niehaus of Closed Loop Marketing on Web Design for ROI - how design impacts effectiveness

  • T e esi e a efo t e h s l s r rm h d 0 / 2 0 we c s : 5 2 / 8 bat We D s nfr O : b ei o R I g H wD s nI a t o e i mp cs g teB t m Ln h ot o ie
  • Aquent is the only global staffing company dedicated to marketing and creative services organizations 20 years of helping marketing and creative organizations find the right Talent Our customers are industry leaders 90 of the Fortune 100 2/3 of the Fortune 500 Other Services Consulting Training Outsourcing Translation Offices to help you across the globe Nearly 70 offices in 17 countries 40 offices in major metros across North America Contact us aquent.com 877 227 8368
  • Web Design for ROI: How Design Impacts Effectiveness Lance Loveday Sandra Niehaus CEO VP User Experience, Creative Director
  • More info & resources at: www.WebDesignForROI.com
  • The Business Case for Design
  • The Business Case for Design Conversion Optimization
  • The Business Case for Design Conversion Optimization Real World Examples
  • The Business Case for Design Conversion Optimization Real World Examples Tools & Resources
  • The Business Case for Design
  • Fragmentation of Media and Attention
  • Fragmentation of Media and Attention
  • Fragmentation of Media and Attention
  • TV Hurting
  • The Web - Now a Mass Medium
  • Advertisers Havent Caught Up
  • Influence on Retail 43% of all retail sales are expected to be influenced by or made on the Internet by 2012 Forrester: The Webs Impact on In-Store Sales: US Cross-Channel Sales Forecast, 2006 to 20012 and U.S. Dept. of Commerce
  • Influence on B2B 83% of businesses use the Internet to research and find potential vendors. * Enquiro: Business to Business Survey 2007.
  • The Impact of Design on Credibility of web users admit making judgments 75% about the credibility of an organization based on the design of its web site. Source: Fogg, B.J., Stanford Guidelines for Web Credibility, Persuasive Technology Lab. Stanford University, 2002 (revised November 2003) 18
  • The Impact of Appearance on Trust 68% of U.S. online shoppers agree that they will distrust a site that doesnt have a professional appearance. Source: eMarketer, 2006
  • How Quickly Are You Judged?
  • Conversion Optimization
  • Marketing + Conversion Optimization Direct Traffic Organic Search Paid Search Email Campaigns Banner Ads Etc.
  • Marketing + Conversion Optimization Direct Traffic Organic Search Paid Search Email Campaigns Banner Ads Etc.
  • Marketing + Conversion Optimization Direct Traffic Organic Search Paid Search Email Campaigns Banner Ads Etc.
  • Marketing + Conversion Optimization Direct Traffic Organic Search Paid Search Email Campaigns Banner Ads Etc.
  • Marketing + Conversion Optimization Direct Traffic Organic Search Paid Search Email Campaigns Banner Ads Etc.
  • Marketing + Conversion Optimization Direct Traffic Organic Search Paid Search Email Campaigns Banner Ads Etc.
  • Marketing + Conversion Optimization Direct Traffic Organic Search Paid Search Email Campaigns Banner Ads Etc.
  • Marketing + Conversion Optimization Direct Traffic Organic Search Paid Search Email Campaigns Banner Ads Etc.
  • Marketing + Conversion Optimization Direct Traffic Organic Search Paid Search Email Campaigns Banner Ads Etc.
  • Marketing + Conversion Optimization Direct Traffic Organic Search Paid Search Email Campaigns Banner Ads Etc.
  • Marketing + Conversion Optimization Direct Traffic Organic Search Paid Search Email Campaigns Banner Ads Etc.
  • Marketing + Conversion Optimization Direct Traffic Organic Search Paid Search Email Campaigns Banner Ads Etc.
  • What Conversion Optimization Can Do for You 25% - 400% increase in conversion rate (on average) The median conversion increase is 40% - 60%
  • OK, but is a smaller increase worth the effort? 35
  • $24M annual sales Increase conversions from 2.0% to 2.1% = $1.2M incremental revenue = 36 1,100% increase in annual ROI
  • Better web sites make more money
  • What Does All This Mean For YOU?
  • Job Security
  • Its all about using the right leverage... ...in the right places 40
  • How Design Attention is Allocated How It Is
  • How Design Attention is Allocated How It Is How It Should Be (based on ROI)
  • Real World Examples 43
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  • Landing Pages
  • Landing Pages = Visitors First Impression of You
  • Use Consistent Imagery and Messaging Banner ad: Landing page:
  • Provide What You Promised Banner Ad Landing Page (wheres the offer?)
  • Case Study Home Page as Landing Page
  • New Landing Page with Segmenting Options
  • New Landing Page with Segmenting Options Result: 1500% increase in leads
  • Case Study: Before
  • Case Study: After
  • Case Study: After Result: 600% increase in conversion rate
  • Case Study: Before
  • Case Study: After
  • Case Study: After Result: 200% increase in leads, no quality decrease
  • Some Landing Page Design Guidelines Separate from site Focus attention Extension of ad Use consistent imagery & messaging Fewer, more meaningful graphics Compelling copy Clear call to action Fewer form fields (within reason) Clear, prioritized buttons Personalize when possible Segmentation options
  • Shopping Cart / Checkout
  • Pop Quiz What is the average shopping cart abandonment rate across all industries (US)?