book

Web Design for ROI: Turning Browsers into Buyers & Prospects into Leads

Name: Web Design for ROI: Turning Browsers into Buyers & Prospects into Leads
ISBN: 9780321549693

by Lance Loveday, Sandra Niehaus

October 2007

Intermediate to advanced

216 pages

4h 56m

English

New Riders

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Copyright
Dedications
About the Authors
Acknowledgments
Foreword
Introduction
What is this book about?Who is this book for?How this book is organizedWhat this book is NOT (the inevitable disclaimers)Web design ain’t easyVisit us at www.WD4ROI.com
The Big Picture
1. A Novel Concept
The Science of Shopping: A Brief HistoryMoving Online – and Starting OverOf Economics and Web DesignYour Web Site: An InvestmentChoosing Between InvestmentsLies, Damn Lies, and EconomicsTaking Web Design More SeriouslyWeb Design Is Broken: It’s Probably Your FaultBlame ManagementBlame ItBlame DesignersBlame the ProcessBlame the AgencyBlame “Old School” ThinkingBlame “Internet Time”Breaking the CycleYou Have More Power Than You Think
2. Business Case
Stuck In a RutRoi Smackdown: More Traffic Vs. Higher ConversionEstablish the Baseline MetricsKnow Your CostsRoi Analysis #1: Buying More TrafficRoi Analysis #2: Increasing ConversionNobody Will Believe ThisConversion Optimization: The Gift That Keeps on GivingSo... When Can We Buy More Traffic?Think This Doesn’t Apply to You?A Different Path
3. Managing for ROI
Know What You WantPop QuizAsk the Right QuestionsKnow Your AudienceWho’s This Thing for?Do You Get It?User Testing: The Secret WeaponBuild Your KnowledgeTreat Your Web Site Like A BusinessWeb Strategy Vs. Web DocumentationCreate A Web Site StrategyObjectivesAudiencesPrimary Audience ProfileAudience QuestionsCompetitive AssessmentTraffic SourcesStrategiesMetricsMeasure the Right MetricsProblems with Web Reporting ToolsMeasuring Web Site Success: Key PrinciplesThe Metrics That MatterMetrics That don’t Matter (As Much)Prioritize Design Efforts IntelligentlyUse Analytics to Pinpoint Problem AreasEstimate Roi on Design ProjectsTest, Learn, RepeatAre we Done Yet?Up Next
Design Guidelines

4. Landing Pages
Visitor QuestionsLanding Page GoalsKey Metrics for Landing PagesConsiderationsUnique Issues for Landing PagesThey must Integrate the Entire Sales CycleThey must Perform QuicklyThey Have More First-Time VisitorsLanding Page Design GuidelinesEstablish CredibilityUse a Professional, Industry-Appropriate DesignInclude Those Excellent ReferencesEnsure Everything WorksSimplify and SeparateReduce or Eliminate NavigationReduce Branding and Other Standard Site ElementsMake the Landing Page an Extension of Your AdProvide What the Ad PromisedMatch The Wording of the Ad’s Call to ActionUse Consistent Graphics and IllustrationMaintain Language and ToneOffer Segmenting Options for Different AudiencesPersonalize to the VisitorUse Fewer, Better GraphicsChoose the Most Effective Media Type for Your OfferCreate Interest and Desire with Compelling CopySpeak the Customer’s LanguageEngage the Visitor with Benefits, Reasons, or Scenarios They Can Relate ToInclude Only the Most Important PointsAccommodate Different Reading PatternsInclude the Right Amount of CopyProvide A Clear Call to ActionBe Clear, Obvious, and ConciseAvoid Intimidating or Unclear LanguageProvide A Secondary, “Safety Valve” Call to ActionKeep Form Design Clean and SimpleAsk for the Minimum Amount of Information You NeedMake Buttons Easy to FindMake Buttons Look Like ButtonsMake Buttons Large Enough to Read and ClickMake Important Buttons More ProminentUse Clear, Concise, Inviting LabelsBe Clear About What’s Coming NextPlace Buttons IntuitivelyPutting It All TogetherSummary
5. Home Pages
Visitor QuestionsHome Page GoalsKey Metrics for Home PagesConsiderationsUnique Issues for Home PagesIt must be Everything to EveryoneIt Is Often Highly PoliticalHome Page Design GuidelinesStart with Landing Page FundamentalsEstablish Credibility—Look Like What You AreClearly Identify Yourself and What You DoIs 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 Expectations—Feature Important ItemsConsider What Visitors Want to SeeConsider What You Think Is ImportantConsider What Competitors Think Is ImportantConsider What Customer Feedback, Surveys, or Focus Groups Tell You Is ImportantConsider What Metrics Show You Is ImportantMake Your Navigation Easy and IntuitiveUse A Standard Navigation SchemeInclude Search Capability and a Site MapEstablish ConventionsEstablish Your Organization’s ToneSummary
6. Category Pages
Typical Category Page GoalsVisitor QuestionsKey Metrics for Category PagesConsiderationsUnique Issues for Category PagesThey don’t Understand the AudienceThey’Re Too RigidThey’Re OverpopulatedCategory Page Design GuidelinesCreate Categories That Support How Visitors Think and ActMake the Category Title ObviousClearly Define the Category Display AreaClearly Separate Individual ItemsUse Clear, Sharp, Professional ImagesMake Thumbnail Images Large Enough to Identify the ItemCrop Thumbnail Images for Relevance and MeaningLink Thumbnail ImagesProvide Options for Display, Sorting, and FilteringExclude Extraneous InformationInclude A Comparative PriceConsider Including an Add to Cart ButtonPutting It All TogetherSummary
7. Detail Pages
Typical Detail Page GoalsVisitor QuestionsKey Metrics for Detail PagesConsiderationsUnique Issues for Detail PagesThey May Also Serve as Landing PagesThey Tend to Become ClutteredThey Are Judged By A Single ImageDetail Page Design GuidelinesFocus Attention: Clearly Define the Detail Display AreaUse Clear, Professional Images or Rich MediaConsider Showing the Item in ContextIf It’s A Service, Show the Process or ResultCover All the Important AnglesHave A Clear, Descriptive HeadingPrioritize And List the Most Important Benefits and FeaturesInclude Related Items That Enhance the OfferMake Special Offers Obvious and ContextualUse the Description to Make A ConnectionProvide Social Feedback InformationMake Option Selection Easy and AvailableProvide Availability InformationPutting It All TogetherSummary
8. Forms
Typical Form GoalsVisitor QuestionsArrival QuestionsProcess QuestionsKey Metrics for FormsConsiderationsUnique Issues for FormsThey Look DifficultThey Get GreedyThey Take Too Long to Get to the PointThey BreakForm Design GuidelinesFocus Attention on the Form AreaUse A Clean, Simple LayoutBe Ruthless: Remove Unnecessary FieldsOvercome Hesitation with BenefitsUse Clear, Descriptive Field LabelsConsider Using Active VerbsConsider Using Sentence CompletionConsider Using A Complete QuestionProvide Help and Contextual AnswersAllow Estimated AnswersPrefill As Many Fields as PossibleClearly Indicate the Steps or Time InvolvedProvide Security and Privacy ReassurancePutting It All TogetherSummary
9. Checkout Process
Typical Checkout Process GoalsVisitor QuestionsKey Metrics for Checkout ProcessesUnique Issues for Checkout ProcessesThey’Re Burdened By the PastThey BreakThey’Re ScaryThey Put on MasksCheckout Process Design GuidelinesApply Basic Form Design GuidelinesHelp Visitors Remember What’s in the CartPrioritize Those ButtonsMake the Process Steps ClearMake It Easy to Begin: Don’t Require New Visitors to RegisterReduce the Number of Steps—or Simplify themReduce to A Single StepProvide Security and Privacy ReassurancesProvide Shipping and Return Policy InformationSummary
Resources
10. Digging Deeper
What, No Carrier Pigeons?Usability and User BehaviorDesignWeb DesignOnline MarketingPersuasion and Persuasive SellingMetricsSearch Engine MarketingOther InfluencesCome by and Say Hello!

Overview

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

Packed with helpful examples from a wide variety of sites!

Become an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
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