Design / Usability

How to Become Objective So You Can Remedy Lagging Sales Todd Follansbee , WebMarketingResources.net - Jul 12, 2011

According to Fireclick.com, Internet conversion rates continue to hover at an abysmal 2%, evidence of ongoing fundamental website problems. But it's difficult for website owners to pinpoint problems.

Our minds are quick to notice things out of place, but after a few viewings we come to accept them. For example after a day or two, we overlook burnt out light bulbs, peeling paint, or leaves on the lawn. This explains why familiarity with your own website prevent you from seeing things objectively, as might a new visitor. Even trained user experience consultants have problems being objective about their own websites.

The inability to be objective creates user experience problems in three key areas:

1. Incomplete product, transaction, and vendor information.
2. Confusing information architecture, specifically site navigation.
3. Poor first impressions and unclear business value propositions.

1. Incomplete Information

One problem that depresses conversion rates is incomplete information. Unless all a buyer's questions are answered, he or she won't complete the purchase. Buyers need information about the product, about the vendor and about the steps in the transaction. Forrester Research reported that over 50% of web buyers are unable to find sufficient product information  to make a purchase, even if they can even find the product.

Typically site owners create the written content that developers use to build a site. But since site owners know everything they need to know about a product, it's difficult for them to know what is missing.

Since most sites are bid on a project pricing basis, the quicker the developer can build the site, the more profitable the contract. Developers rarely question the product and vendor information owners provide, so most content is never reviewed for "completeness."

The best way to determine completeness is to assemble a list of all typical customer questions. Then focus on answering the important ones at the right time in the sales process. To gather the "questions," speak to company personnel and potential customers, review correspondence, and simply brainstorm. Aim for transparency and content that is succinct and focused on how a product will improve life for the buyer.

2. Inadequate Information Architecture

Poorly designed site navigation is a second culprit that depresses conversion rates.

When you build a site, you know exactly where everything is, so it's hard for you to imagine how anyone would struggle to find information. After all, it all makes perfect sense to you. But this is rarely the experience of the new visitor.

Navigation tabs need to be simple and clear, using well known terms such as "about us," "contact us," and "products." When information is intuitively organized in a user-centric form, sales will happen.

3. Missing Value Propositions and Poor Initial Impressions

Unless you can communicate the purpose of your site and how it will benefit your customer within 15 to 20 seconds (or less), most of your visitors will exit. Bounce rates over 50% is a clue that customers aren't seeing (or understanding) what they're looking for.

The problem, of course, is that you know why you are in business. You know what makes your offering special. You know the purpose of your site, so it's almost impossible for you to spot the problems your visitors are encountering.

How Do You Acquire Objectivity? By User Testing

The only way you -- or a professional -- can assess problems with your website that affect conversion rates is to do direct user testing. There's no other way for you to get inside the mindset of the new visitor without user testing.

You have two options: (1) Hire a user experience consultant to conduct your testing. Consultants are trained to know how to do this quickly and effectively, while avoiding the potholes. (2) Conduct your own user testing. To do this you'll need to read some books on usability and perhaps take a course on how to do user testing (see below).

Though you cannot expect to match the results of an expert or expert training, even basic testing will give you the insights to make profitable improvements in your site.

Basic User Testing

To conduct basic user testing, observe how 5 to 8 people who are unfamiliar with your site, navigate your site and perform the tasks you specify. Keep your mouth shut as much as possible, but encourage them to discuss their thoughts as they move through the site. Then take copious notes or record the session. Here are a couple of very instructive exercises:

1. Without telling them the business you are in, take them to your home page for 10 seconds. Then hide the page and ask them to describe your business, your offerings and what makes your offer special.
2. If you have an ecommerce site, ask them to find a product and determine if it meets their needs, and make a purchase.

You're bound to learn a surprising amount. Experts can also measure anxiety, motivation, and other buyer feelings, but for your first test keep it simple.

Direct user testing will show you how first time visitors see your site and help you search for solution to the problems you uncover. If you listen carefully, you'll see fatal flaws you've overlooked. By watching your subjects' search and buying methods, you'll discover your information architecture and navigation problems.

This kind of one-on-one testing will reveal the barriers that depress your sales and -- since you'll be seeing your site through fresh eyes -- will make up your own inability to be objective. Invest in improving your visitors' user experience and you can't help but generate more sales and profits.

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Here are some resources that can help you get started:

• How to build an information set: Navigation. How to Design Effective Information Architecture
• Simple ways to impact search results: How to Get Compelling Descriptions into Your Search Results
• How to improve a visitor's first impression of your site: Why Good Graphic Design Is Vital to Site Success
• Training courses in improving user experience:  Online User eXperience Institute (www.ouxinstitute.com).
• How to get started with direct user testing: Usability Testing on a Zero Budget

Todd Follansbee is founder of WebMarketingResources.net. He is a usability and persuasion consultant who has been helping sites improve conversions for over 12 years. His methodology won a top ten award in Entrepreneur Magazine. He has contributed to several books and his columns have reached millions of readers. Todd's performance based consulting plan enables you to profit within the first month by "hiring" a part-time virtual user experience expert.