Improving Conversion Rates & the Role of CMS
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The document by Nick Stocks discusses strategies for improving website conversion rates through enhanced usability and effective content management systems (CMS). Key factors affecting conversion rates include poor content, usability issues, and unclear objectives, alongside the importance of understanding target markets. The document emphasizes the need for clear calls to action and continuous monitoring of website performance to optimize results.
Improving Conversion Rates & the Role of CMS
- 1. Improving Conversion Rates & the Role of CMS Spring 2006 Nick Stocks – Director
- 2. Overview Generating better conversion rates Examples CMS Overview The role of CMS Questions
- 3. Question How many members of the audience are content with their website’s conversion rates?
- 4. Why don’t websites work? Contributing Factors •Poor content •Poor Usability •Lack of required information / detail •Disorganised content •Badly written •Too Passive •Difficult navigation •Lacking compelling calls to action •Confusing / misleading titles •Weak contact information •Too many items •Can’t be found •Lack of secondary / tertiary navigation •Poorly optimised • Bad design •Ineffective offline marketing •Homepage / internal page layout •Bad use of colour / images / graphics
- 5. Why don’t websites work? Poor objective setting What is the primary objective of your website? •Generate leads? •Build brand? •Deliver information? •Sales support? •Direct sales? •Customer support? •Forum? •Resource? Are there any secondary objectives? What are they?
- 6. Why don’t websites work? Poor market segmentation Who are my main target markets? •Prospects •How are they segmented? By product, by need? •Are they buyers / researchers? •Regional variations? •Customers •Existing / New? •Feedback? Support? •Resources? •Researching / Purchasing?
- 7. Why don’t websites work? An exercise 1 - Write down your websites primary objective. 2 - Now review your website from the perspective of it’s different user groups – •Is the objective of the company / website immediately clear? •Are you clearly directed towards fulfilling the primary objective? (is it quick & easy?) •Are you given the information / guidance required? •Are there clear benefit statements / calls to action? (What’s in it for me?) •Can I easily make contact / communicate at any stage, and am I encouraged to do so? •Am I engaged?
- 8. Improving Website Results The Importance of Usability We know what the website’s objectives are We know who our visitors are, and what they are looking for. The 3rd main obstacle to conversion is – USABILITY •Microsoft now has a large team of usability professionals with user experience ‘embedded in multi-disciplinary teams’. •On average, user experience components account for 8-12% of budget on typical larger projects these days.
- 9. Improving Website Results An Example of poor Usability The top 20 e-commerce websites were reviewed from a usability perspective. Mothercare Site Product: Baby car seat home>>Safety - This has no car seats. home>>Travel - This, however, has 39 different car seats. Insights: A single cross-link from safety to travel could prevent potential loss of sales.
- 10. Improving Website Results The Importance of Usability Online surveys can be used to understand online customer experience and performance in terms of factors such as: • Download speed • Navigation • Quality of content • Barriers to action • Areas of confusion • Design / Architecture feedback Online surveys can be good for targeting problem areas.
- 15. Usability Most important requirements Pre – expanded navigation Calls to action Main content within visible window
- 20. Usability User Requirements catered for Key items pushed Clear calls to action Clear information
- 22. Usability Target markets catered for Specific calls to action Clear information Varied options
- 23. Usability Clear instruction Use of graphics to highlight required fields Use of dropdown menu to save time Privacy information
- 24. Usability Quick selection via radio buttons Ability to add further comment Newsletter subscription
- 32. Usability Easy navigation Ordered in logical steps Clear calls to action User Feedback Main nav
- 34. Actions Visible process Bite sized chunks User guidance Clear layout Clear call to action
- 35. Actions Simple information Immediate data capture Easy to complete Links to secondary services / objectives
- 36. Improving Website Results Usability Tips Writing text for websites – Jakob Nieilsen http://www.useit.com/alertbox/9710a.html Eye tracking study of web readers http://www.useit.com/alertbox/20000514.htm
- 37. Improving Website Results In a nutshell… - Clearly understand the objectives of the website - Monitor and track results / performance - Ascertain KPI’s (key performance indicators) - Ensure all results are tracked (including offline) -Regularly review results and contemplate improvements -Improve usability -Improve action / feedback options
- 38. Question How many members of the audience currently utilise a CMS?
- 39. Question What are the benefits? -To your business? -To your website visitors?
- 40. CMS Overview What are the benefits of a CMS? -To your business? -For your website visitors? -Control of site -More up-to-date content -Admin delegation -(generally) more content -Immediacy -Stronger consistency -Makes site management easier -Control of MetaData -Implementation of new technologies
- 41. CMS Overview Pain Major Barrier Website Broken Investment Site Delight Factor Disdain Peaks Declining Company / Site product Reference or market change
- 42. CMS – Improving Conversions Regularly Changing Content - Special offers - Product / service information - Addition of downloadable documentation - News updates - Image library - Recruitment - PR area - Event information - RSS Feed management
- 43. CMS – Improving Conversions Joomla CMS Adding content Easy options WYSWYG text box Tabbed page options
- 44. CMS Intergage CMS Adding content Easy options WYSWYG text box
- 45. CMS 4T2 4ORCE CMS Publish & Remove dates *Also note meta tag control
- 46. CMS 4t2 4ORCE CMS RSS feed
- 47. CMS 4t2 4ORCE CMS RSS feed viewed in the Sage RSS reader
- 48. CMS 4t2 4ORCE CMS RSS feed administration * Note – control to allow viewers to add comments
- 49. What is RSS?
- 50. RSS – Where can I find it? Syndic8.com Newsisfree.com
- 56. CMS Costs? How Much Should I Spend? - There are many options available SME Average Expenditure (development of full CMS Website) 2k 10k 50k+ Simple solutions (e.g. macromedia contribute / CMS modules) - Enterprise CMS systems can manage workflow / deliver multilingual sites etc.
- 57. Summary CMS can greatly improve companies website management / presence Results are dependent upon clearly understanding website objectives & target markets Review website architecture / navigation / content from a usability perspective Design the site to draw visitors towards required actions Break down data capture / processes into easy chunks Give clear guidance
- 58. Thanks For Listening Any Questions? Nick Stocks Internet-dept Ltd Download this seminar from : Office: 08707 513 915 www.businesslinkwessex.co.uk/ict www.internet-dept.com www.internet-dept.com/resources Email: nick@internet-dept.com