Why Your Website May Be Failing to Convert: A Worksheet

On October 28, 2009, In Business, Design, ROI, Strategy, User Experience, Websites, By Shauna Nicholson

Businesses may create their websites for a variety of reasons. That said, it’s safe to say all should have one thing in mind: converting website traffic to increase their business. Conversion can mean sales, registrations or anything that contributes to business success. However, a site’s conversion rate is often an afterthought. Today you’re being challenged to take a peek beneath the cover of your website’s analytics and focus on this key aspect of your web presence.

First, answer the following questions about your business goals and write out your answers:

  1. Identify your ideal target consumer:
    • List the words or phrases that are most important to the type of customer that will produce the highest dollar amount for you?
    • List the words or phrases that are most important to the type of customer that will be the easiest to convert?
  2. What is the primary task that you would like this consumer to complete before leaving your website (register, purchase, subscribe, etc.)?
    • On what pages of your site is this task referenced
    • On what pages of your site is the task itself facilitated?
  3. Describe and number steps that are required for the visitor to complete primary task on your site?

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A Website's User Interface Directly Impacts its Conversions

On August 19, 2009, In Business, Design, User Experience, By Shauna Nicholson

User interfaces (what a user sees on a website) are designed for a few different reasons: they want to teach, they want to sell, they want information. Either way, it’s designed to perform a function. But what if it wasn’t? What if the interface was only pretty? Would you pay for pretty? Pretty with no ROI? I would, if were tasked with spending cash for the sake of art (read: balling out of control).

I’ve been thinking about the “call to action” lately. The call to action is too often an afterthought. Too often, I’m looking at a website wondering what action it’s target market is supposed to take. Before we get in too far, let’s review a few examples of a call to action–which, by the way, should be designed based on the website owner’s return on investment needs.

  • Newsletter sign up
  • Contact form submission
  • Online sales
  • Quote request
  • Consume information
  • Request information

There are a variety of actions a user can take but without a definitive, obvious, effective call-to-action a user’s action might just be to leave the website all together. When a user fulfills the intended call to action (completes a form, initiates contact, whatever), website analytics regard this as a “conversion.”

One way to determine how your call-to-action is performing is to first look at two things within your website analytics:

  1. Bounce rate (should be a low percent, at least under 30%) and
  2. Conversion rate (should be a high percent, depends on nature of your action).

If your website isn’t performing the way it should be, it’s time to take a look at its user interface. Let’s face it if your analytics aren’t where they need to be, you’re tying to bungee cord to your users’ feet making sure they’ll never convert.

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Why You Need to Pay Attention to Mobile User Interfaces

On July 10, 2009, In Mobile, Nerdy Loves, User Experience, By Shauna Nicholson

Mobile web buzz has been growing with increasing speed since iPhone business applications became norm. We’re using mobile applications to navigate KeyNote/PowerPoint presentations, email co-workers, and consume data. In my opinion, mobile APPLICATIONS (downloaded software) is best for automating processes. Business processes include: communication, transactions, tasks, etc. The point is business applications are successfully sought after because they save time (therefore money).

But the greatest failure by early mobile developers is their apparent disregard for usability–a huge time waster. It’s no wonder many design-and-usability-loving-websites have passed by mobile applications to be featured! The archaic looking designs were difficult to navigate and therefore made disposable by users.

Today there are over 15,000 iphone applications alone, in addition to another 2,000 Blackberry applications. And, finally, users have begun to demand aBickBot iPhone App: Strokesrespectable interface. Developers have teamed with information architecture and user experience planning rockstars to perform. The result has been applications I consider straight-up-sexy, example: Strokes, a golf game scoring app that allows users to export scores to Facebook or Twitter (by BickBot). Clearly I’m a big fan.

While building an iPhone application isn’t practical for all businesses, ignoring the mobile user is a big mistake. In the past 90 days, mobile web has been as hot of a topic as web development itself (well, darn close!).

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Internet User Experience '09 Conference Notes

On May 3, 2009, In User Experience, By Shauna Nicholson

I was invited to the Internet User Experience 2009 conference as a speaker and had the opportunity to sit on on some awesome, inspiring sessions. I tweeted my notes and have put them here for your enjoyment! Review as you wish, brainstorm, write down ideas, and go change the world! (more…)

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13 Search Engine Optimization Tips for Web Content

On April 24, 2009, In Copywriting, Marketing, SEO, By Shauna Nicholson

No one but the search engine owners know the exact algorithms used to return search findings. However, there are things you an do to increase the of your content being found. What’s “content?” Content is the images, copy, and other elements published on your website.

And we’re off!

13 Search Engine Optimization Tips for Web Content

1. Headlines
Headlines are often an afterthought, but are definitely critical in engaging readers. Readers chose their content based on engaging headlines, and notice them based on relevant keywords.

2. Fresh, hot content!
Your husband may not notice a new hair cut, but Google will notice new content. Each time your website or blog updated, a new or updated Google listing is created. This increases your visibility! (Fresh content exemplified in image.)

3. Keywords in content
The key to not making this spammy or awkward is to ONLY use relevant, appropriate keywords. If you have done a keyword analysis, you know which phrases and wording those searching for you are using. Phrase these words in your content as those who are searching for you do.

Example– Keyword: “garden supplies”; your content includes “gardening supplies and tips.” You may want to re-word it to accommodate the singular form (“garden”) instead (“garden supplies and tips”).

If you’re not comfortable doing this, don’t stress. Chances are you’re doing it organically (without realizing) anyway. (more…)

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