Book description
Your web site is a business—design it
like one.
Billions of dollars in spending decisions are influenced by web
sites. So why aren't businesses laser-focused on designing their
sites to maximize their Return on Investment (ROI)?
Web design can do more than make a site look good—it can be a
powerful strategic weapon that enhances financial returns and
creates competitive advantage.
It's time to make web sites accountable. It's time to make design
decisions based on metrics and business goals. It's time for Web
Design for ROI.
In this book you'll learn:
Why so many organizations think about web design the wrong way
How small design changes can have a big impact on your bottom line
Simple tips to increase web sales/leads by 10% – 50% (or more)
Concrete design guidelines for:
Landing pages
Home pages
Category pages
Detail pages
Forms
Checkout processes
Table of contents
- Copyright
- About the Authors
- Acknowledgments
- Foreword
- Introduction
-
The Big Picture
- 1. A Novel Concept
- 2. Business Case
- 3. Managing for ROI
-
Design Guidelines
-
4. Landing Pages
- Visitor Questions
- Landing Page Goals
- Key Metrics for Landing Pages
- Unique Issues for Landing Pages
-
Landing Page Design Guidelines
- Establish Credibility
- Use a Professional, Industry-Appropriate Design
- Include Those Excellent References
- Ensure Everything Works
- Simplify and Separate
- Reduce or Eliminate Navigation
- Reduce Branding and Other Standard Site Elements
- Make the Landing Page an Extension of Your Ad
- Provide What the Ad Promised
- Match The Wording of the Adâs Call to Action
- Use Consistent Graphics and Illustration
- Maintain Language and Tone
- Offer Segmenting Options for Different Audiences
- Personalize to the Visitor
- Use Fewer, Better Graphics
- Choose the Most Effective Media Type for Your Offer
- Create Interest and Desire with Compelling Copy
- Speak the Customerâs Language
- Engage the Visitor with Benefits, Reasons, or Scenarios They Can Relate To
- Include Only the Most Important Points
- Accommodate Different Reading Patterns
- Include the Right Amount of Copy
- Provide A Clear Call to Action
- Be Clear, Obvious, and Concise
- Avoid Intimidating or Unclear Language
- Provide A Secondary, âSafety Valveâ Call to Action
- Keep Form Design Clean and Simple
- Ask for the Minimum Amount of Information You Need
- Make Buttons Easy to Find
- Make Buttons Look Like Buttons
- Make Buttons Large Enough to Read and Click
- Make Important Buttons More Prominent
- Use Clear, Concise, Inviting Labels
- Be Clear About Whatâs Coming Next
- Place Buttons Intuitively
- Putting It All Together
- Summary
-
5. Home Pages
- Visitor Questions
- Home Page Goals
- Key Metrics for Home Pages
- Unique Issues for Home Pages
-
Home Page Design Guidelines
- Start with Landing Page Fundamentals
- Establish CredibilityâLook Like What You Are
- Clearly Identify Yourself and What You Do
- Is Your Logo Clear and Legible?
- Is Your Logo Visible?
- Does Your Logo Describe What You Do?
- Do You Need A Tagline to Describe What You Do?
- What If You Must Use Your Marketing Slogan?
- Meet ExpectationsâFeature Important Items
- Consider What Visitors Want to See
- Consider What You Think Is Important
- Consider What Competitors Think Is Important
- Consider What Customer Feedback, Surveys, or Focus Groups Tell You Is Important
- Consider What Metrics Show You Is Important
- Make Your Navigation Easy and Intuitive
- Use A Standard Navigation Scheme
- Include Search Capability and a Site Map
- Establish Conventions
- Establish Your Organizationâs Tone
- Summary
-
6. Category Pages
- Typical Category Page Goals
- Visitor Questions
- Key Metrics for Category Pages
- Unique Issues for Category Pages
-
Category Page Design Guidelines
- Create Categories That Support How Visitors Think and Act
- Make the Category Title Obvious
- Clearly Define the Category Display Area
- Clearly Separate Individual Items
- Use Clear, Sharp, Professional Images
- Make Thumbnail Images Large Enough to Identify the Item
- Crop Thumbnail Images for Relevance and Meaning
- Link Thumbnail Images
- Provide Options for Display, Sorting, and Filtering
- Exclude Extraneous Information
- Include A Comparative Price
- Consider Including an Add to Cart Button
- Putting It All Together
- Summary
-
7. Detail Pages
- Typical Detail Page Goals
- Visitor Questions
- Key Metrics for Detail Pages
- Unique Issues for Detail Pages
-
Detail Page Design Guidelines
- Focus Attention: Clearly Define the Detail Display Area
- Use Clear, Professional Images or Rich Media
- Consider Showing the Item in Context
- If Itâs A Service, Show the Process or Result
- Cover All the Important Angles
- Have A Clear, Descriptive Heading
- Prioritize And List the Most Important Benefits and Features
- Include Related Items That Enhance the Offer
- Make Special Offers Obvious and Contextual
- Use the Description to Make A Connection
- Provide Social Feedback Information
- Make Option Selection Easy and Available
- Provide Availability Information
- Putting It All Together
- Summary
-
8. Forms
- Typical Form Goals
- Visitor Questions
- Key Metrics for Forms
- Unique Issues for Forms
-
Form Design Guidelines
- Focus Attention on the Form Area
- Use A Clean, Simple Layout
- Be Ruthless: Remove Unnecessary Fields
- Overcome Hesitation with Benefits
- Use Clear, Descriptive Field Labels
- Consider Using Active Verbs
- Consider Using Sentence Completion
- Consider Using A Complete Question
- Provide Help and Contextual Answers
- Allow Estimated Answers
- Prefill As Many Fields as Possible
- Clearly Indicate the Steps or Time Involved
- Provide Security and Privacy Reassurance
- Putting It All Together
- Summary
-
9. Checkout Process
- Typical Checkout Process Goals
- Visitor Questions
- Key Metrics for Checkout Processes
- Unique Issues for Checkout Processes
-
Checkout Process Design Guidelines
- Apply Basic Form Design Guidelines
- Help Visitors Remember Whatâs in the Cart
- Prioritize Those Buttons
- Make the Process Steps Clear
- Make It Easy to Begin: Donât Require New Visitors to Register
- Reduce the Number of Stepsâor Simplify them
- Reduce to A Single Step
- Provide Security and Privacy Reassurances
- Provide Shipping and Return Policy Information
- Summary
-
4. Landing Pages
- Resources
Product information
- Title: Web Design for ROI: Turning Browsers into Buyers & Prospects into Leads
- Author(s):
- Release date: October 2007
- Publisher(s): New Riders
- ISBN: 9780321549693
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