high performing websites - why opinions are bullsh*t
TRANSCRIPT
verbbrands.com Chris Donnelly
High Performing Websites:
Why Opinions are BullshitChris DonnellyFounder & MD Verb Brandsverbbrands.com
@donnelcs
verbbrands.com Chris Donnelly
What I’m Talking About Today
1.Why is a successful website important?
2.How do you build a successful website?
3.How to measure, analyse and evolve for better conversion?
verbbrands.com Chris Donnelly
What I Do
Founder of Verb
Digital Strategist and eCommerce Specialist
Worked with companies such as
verbbrands.com Chris Donnelly
Why is a Successful Website Important?
Websites are the hub of digital customer acquisition
verbbrands.com Chris Donnelly
What is a Successful Website?How to build a great website and how to optimise
It sounds so simple. But set goals. What is the
point otherwise?
• My primary goal at Verb from my website is
to convert visitors into enquiring customers• My secondary goal is to convert visitors into
email subscribers and regular readers
• Third goal is to continue to position and
evolve the brand (Non tangible)
verbbrands.com Chris Donnelly
What is Website Optimisation?An act, process or methodology of making a website as fully
perfect, functional or effective as possible.
verbbrands.com Chris Donnelly
Types of Optimisation
• User Experience
• Lead Conversions
• Customer Acquisition
• Information Capture
• Customer Delight
• Conversion Rate Optimisation
• Search Engine Ranking
verbbrands.com Chris Donnelly
Usability Testing
The systematic observation under controlled
conditions to determine how well people can use
the product.
Very important to recruit participants who are
similar to your site user for your usability testing.
Remote usability testing: leaner, quicker and
cheaper than lab testing..
Lab testing is very worthwhile but expensive.
Chris Donnelly
verbbrands.com Chris Donnelly
verbbrands.com Chris Donnelly
Wireframing & Prototyping
Where would you click to find VERB’s work?
verbbrands.com Chris Donnelly
verbbrands.com Chris Donnelly
Scannability - Z Pattern & Directing Usage
verbbrands.com Chris Donnelly
verbbrands.com Chris Donnelly
Design Testing
verbbrands.com Chris Donnelly
verbbrands.com Chris Donnelly
Conversion Rate OptimisationYou must have Goals.
You must optimise.
verbbrands.com Chris Donnelly
Conversion Rate OptimisationDefinition
Real-world implementation rather than offline / lab testing.
CRO is either A/B testing or full website deployment.
A/B testing
50% visitors see variation A
50% visitors see variation B
Variation A
Variation B
conversion
conversion
23%
11%
verbbrands.com Chris Donnelly
Customer
Prioritising a Test SequenceConversion bottlenecks are the usual reason for testing:
verbbrands.com Chris Donnelly
Web
site
Succ
ess
TimeW
ebsit
e Su
cces
sTime
Evolutionary Site RedesignTraditional Site Redesign
Poor Performance
The Best Websites
Yours
5 year gaps between redesigns
5 year gaps between redesigns
Continuous DesignImprovement
verbbrands.com Chris Donnelly
The Right Method:
1.User and Market Research
2.Prototyping
3.User Testing
4.Design
5.Testing & Tweaking
6.Develop
7.Launch
8.CRO: AB Testing & Analytics Work
verbbrands.com Chris Donnelly
verbbrands.com Chris Donnelly
Key Takeaways
1.Website Optimisation is more than just search engine optimisation
2.Websites should attract, convert, close and delight customers
3.Less is more, simplicity is the key, make your pages simple to understand
for users and easy to crawl for search engines
4.Quality Content is key and will keep users coming back
5.Websites are not static they are ever evolving Set and evolve your
goals, AB Test, Do user meetings, ask for feedback!
verbbrands.com Chris Donnelly
High Performing Websites:
Why Opinions are BullshitChris DonnellyFounder & MD Verb Brandsverbbrands.com
@donnelcs
I’m always available for coffee or a beer to brainstorm and help where I can. Feel free to take a card or drop me an email.