6 Examples of Data-Informed Site Changes that Increased Conversions

You're not one of those designers still resisting the use of data to inform site changes, are you?

If you are, I'll let you in on a little secret: I was too just a few short years ago. I would make prolific statements, like: "Who needs data? I'm a designer, dammit! I craft websites based on my intuition, design aesthetic and vast experience." Sound familiar?

In hindsight, I was not taking the time to understand site visitor behaviors, friction points they encountered or frustrations they harbored. I was far from being an advocate for the user. As a matter of fact, I didn't have a solid understanding of what was working and what wasn't, and certainly not 'why'. This resulted in a lopsided balance between user needs and business goals. The business almost always won.

Embracing Data
Fast forward to today: I'm growing my agency's client relationships and winning new business by evangelizing data-informed design. Of course, we don't let user data drive all of our design decisions. That could translate into emotionless, marketing-driven garble. But there is a happy place where a quantitative and qualitative approaches live harmoniously together! I've been there and have seen how it can result in delighted clients, satisfied users and an invigorated design team.

Success Stories
Let me share some quick examples of how we got to that happy place. Below are 6 challenges I faced with a few select clients. For each, I've listed the evidence we found within the analytics + survey data and the design changes that helped achieve dramatic increases in conversion:

Client Question #1: Are our visitors sufficiently motivated to start the checkout process?
Evidence: 10% of visitors abandoned before proceeding to checkout, although self-qualifying themselves as "ready to buy."
Result: Set expectations around checkout process length, as well as improving the visibility of shipping and return policy.

Client Question #2: Why is there a high abandonment rate so late in the checkout process?
Evidence: Nearly 20% of visitors never clicked "Checkout," but did click "Update Cart," possibly mistaking this button as a means of continuing.
Result: Designed clearer visual distinctions between calls-to-action.

Client Question #3: Within checkout, are visitors confused by our process?
Evidence: Multiple page views of billing and shipping pages, with a high rate of visitors clicking "Help" within them, then abandoning shortly thereafter.
Result: Improved error messaging and contextual instructional copy.

Client Question #4: Are we appropriately allocating page real estate to our features, such as gift card redemption?
Evidence: 90% of visitors never attempted to redeem a gift card during their session.
Result: Removed gift card feature and re-allocated page real estate to revenue-generating features.

Client Question #5: Why are our visitors making only single-item purchases?
Evidence: Only 30% of visitors scrolled down far enough on product pages to see cross-sell functionality. For those that did scroll to see the cross-sell functionality, less than 50% of them interacted with it.
Result: Moved the cross-selling functionality along the right rail and added explanation of why the products are "recommended."

Client Question #6: What are the optimal number of pages for our application process?
 Is our current long 1-page design optimal?
Evidence: A/B test showed that over 70% of visitors to the 1-page control application scrolled and then abandoned, without any other type of page interaction. The 2-page design showed higher interactivity and 10% higher conversions.
Result: Put 2-page application process in market and conducted further multivariate tests to lift conversions another 8%.

Summary
Of course I have to write the disclaimer: "your results may vary." We apply best practices to every site we build. But more often than not, we identify a multitude of distinct user behaviors that are specific to each of our clients. Hence the embracing of an iterative and data-informed design process.

(Note: this post was originally intended to run on Carsonified's Think Vitamin blog in the late summer. But since they procrastinated, I decided to post it here on my own blog.)

Questionable Future For Printed News

Printed newspapers and magazines across the globe are in trouble. Big trouble. In-home subscriptions are rapidly declining and advertisers are avoiding them like the plague.

The NYTimes reports that the French government is providing a financial bailout for their country's newspaper industry. This frustrates me because the primary reason for the newspapers' woes are cited as a "decrease in advertiser revenue." So why does the French government think the solution is to purchase print ad space? Isn't that just a band-aid for a much bigger problem?

I recently attended the Gotham Media Ventures forum "The Future of News and Information." The panel included prominent leaders in digital publishing, including Martin Nisenholtz, SVP Digital Operations at the NYTimes. He described the frightening decline in his publication's new print subscriptions, but noted that the NYTimes still proudly claims tens of millions of existing print subscribers. Interestingly, Nisenholtz added that their data shows print subscribers rarely cancel their home subscription unless "they die or move out of NYTimes' distribution area."

That's pretty remarkable. Very few companies or products can claim that sort of brand loyalty. But that still paints a picture of a very bleak future for the NYTimes.

So how do newspapers and magazines restructure their business models? How do they respond to declining print subscriptions? What now, if brands don't want to advertise in print?

One solution was offered by another Gotham panelist; Financial Times' managing editor, Chrystia Freeland. She sees the future of print publications as a subscriber paid model for online news consumption. I should note that not one of the panel members or audience agreed with Freeland's solution, and eagerly challenged the notion, citing the failed subscriber-paid models of the NYTimes and WSJ.

Nisenholtz offered e-paper as another possible solution. He noted that the NYTimes has made recent investments in e-paper, but declined to share any specific details.

I'm concerned if a new medium like e-paper addresses the problem at hand. Today, readers are accustomed to using their computers and mobile devices as their medium for consuming content. These devices are readily available, making the consumption of content both easy and free to access. How would the introduction of yet another electronic device solve this problem?

Bottom line: advertisers no longer see value in print advertising, and readers are no longer interested in newspapers and magazines. As consumers of digital content, what is our obligation to publishers to continue providing their incredibly valuable service?

Disclaimers: For purposes of nostalgia, I currently subscribe to the NYTimes, Wired, Forbes, GQ, Time Out NY and Newsweek. My employer is a global digital advertising agency.

Plugging The Leaks in Your Website

My conversations with clients are usually focused on "plugging the leaks" within their websites. By "leaks," I mean the alarming rate of high visitor abandonment at various points within a website.

It's funny, but not long ago this sort of talk would have lead to "...as a result, we need to redesign the site." Hold your horses. Tough economy or not, why jump the gun and march right into a total site redesign? Do you know exactly what's so terribly wrong with the site that it's gotta get new paint job, or flat-out gut renovation? Do you even care about alienating users that might "love" the site's current aesthetic?

Make a small investment of time and budget to understand precisely what is wrong with your website and why it's causing visitors to bounce. Only then can we have a constructive conversation about changes to the website. By implementing a dozen or so data-driven tactical recommendations, your visitors can expect a more efficient, easier-to-use website that's actually achieving (let's even say exceeding) it's intended business goals!

Future of Web Design Conference in NYC

I'd like to attend the upcoming FOWD Conference in NYC, November 3-4. The absolute highlight for me is to hear Hillman Curtis speak about how he's continued to re-invent himself as an artist. Hillman Curtis was one of a few significant influences on my career as a graphic designer (others included Stephen Sagmeister and David Carson, although neither is currently scheduled to join Mr. Curtis as a speaker).

What stands between me and this conference, is funding. As the economy weakens, it is harder for my employer to approve expenses like this. In that case, I hope Louise at Carsonified can come through for me with a pass.

Why I'm In Advertising

It was the early 80's. Looking up in Times Square, I fixed my eyes on what must have been a Coca-Cola billboard. Amazed by the classic design, magnificent scale and masses of people exposed to it, it is my belief that at this moment I became mesmerized with the profession of advertising. Of course, at this prepubescent age I was also entertaining a few other careers: veterinarian, Disney animator or professional Corvette driver (the job description speaks for itself).

Looking back, it feels good to say that I've gone down one of my dream career paths. However, after zig-zagging a bit, and flexing my creative muscle, I'm not quite sure how I landed into this current role. I think it's a new found passion to make my clients wildly successful, in an all-new, quantifiable way.

Seat At The Table

It's funny how our agency's CEO began using the term "seat at the table" nearly a year ago, and now the idea has taken off like hot cakes. Curious if he's responsible for coining the term (?).

Anyway, Kate Rutter blogs about the theme, discussing the justification and opportunities available for a Creative to change a client's organization. I would agree that instead of the safe and traditional reactive position advertising professionals take, a strategic pro-active approach proves far more effective. I might add that it also stems from having the right client relationships, high up enough within an organization.

Go download your own "seat at the table" template. Cut it out, and you have your virtual table at your disposal. You've got to fake it before you make it, right?

Extending Brands on Flickr

AKQA London's Geoff Northcott recently wrote about using Flickr as an extension of a brand into the social media space. His post is packed with great examples of companies who are using Flickr to do this well. What may be most valuable: Northcott's analysis of do’s and dont's for brands considering incorporating Flickr into their social media strategy. Full article: http://geoffnorthcott.com/blog/2008/07/brands-on-flickr/

'Wary' point number 4 is relevant to much of social media in general, but rarely is adhered to: "Attempting to start a community space without a passionate user base in place or cred to start one." Love it.

WDDG: War-Time Design Propaganda

Besides a brilliant company name (WDDG is short for World Domination Design Group), the smart execution in the style of WWII government propaganda videos is a load of fun. WDDG didn't take any shortcuts when producing content for each of their site's categories, continuing the vintage slideshow theme throughout. Sure, it's a bit cumbersome when trying to fetch a quick bit of information (a new video cues), and I'm sure SEO presents some challenges - but the site is a fun, playful and simple way to demonstrate their creativity. For an added bonus, view source: they even have fun with code!

Note: had WDDG linked in my favorites long ago, but finally getting around to writing about it now.

The Cool Hunter Now Offers Consultancy Services?

I'm a reader of The Cool Hunter, an online art/music/fashion/design destination written by and for trend setters that are in-the-know. One of their latest spin-offs is The Cool Hunter Platinum, a self-proclaimed 'world trends consultancy,' targeting ad agencies and premium brands.

Something interesting about their authenticity is that they brag: "We don’t talk marketing-speak. In fact, we loathe it and its often meaningless jargon superfluous."

While this interesting new direction is fine and good (uh, maybe even considering giving them a ring), I really hope that new affiliations don't influence their otherwise non-biased listings.

Adobe's Wild Imagination Grows

Curious with Adobe's simple yet intriguing new rich media web banner, my attention was piqued with a welcoming slider bar within their new ad. Sliding the bar within the interactive ad was very rewarding, as new creatures, wildlife and organic growth emerge from behind the controls. Bravo, Adobe!

I posted a short demo here of my own interaction with the ad late last week. (sorry, play controls are all the way at bottom of screen)

Sure, we've all faced challenging clients. They often put us on the spot in the middle of a creative pitch, and ask if we use "that software that makes logos," or share design comps they'd like you to consider... you know, the ones their high-school grade level nephew assembled.

Ever wonder if there was a comprehensive list of responses you could reference in cases like this? Go over to Eric Karjaluoto's ideasonideas blog — he's got just what you're looking for! Bravo.

Thx for the link Jeffrey Zeldman

Make-A-Wish Foundation Presents Beetle Boy

The Kaplan Thaler Group, one of my most favorite agencies in the whole wide world, just produced a memorable, creative, heart-touching and really smart new spot for the Make-A-Wish Foundation.

Related: One of my most favorite books, written by the founders of the Kaplan Thaler Group: Bang!: Getting Your Message Heard in a Noisy World - a must read!

Who needs an iPhone when you have an iDea?

Creatives should always choose a table napkin over an iPhone. introducingidea.com

"Like the iPhone, it's got simplicity going for it - and like the iPhone, it can accommodate your biggest ideas, then act as a vehicle to communicate it to the rest of the world. Add-on accessories include masking tape."

(courtesy of adrants.com)