Traffic is flowing. Make sure your website isn’t a ten car pileup!

Our latest webinar featured Mediative’s Usability Consultant, Ian Everdell, and guest presenter Lance Loveday of Closed Loop Marketing, in an information-packed 45-minute webinar. You can watch the webinar in its entirety now, on-demand.

It’s one thing to drive traffic to your website, but it’s another thing to actually have it move through your website and interact productively. In this webinar, Lance and Ian examine some key ideas to ensure your website is effective.

Lance presented steps under the heading of How to Double Your Conversion Rate.

  1. Convince yourself it can be done
  2. Convince your boss it’s worth trying
  3. Figure out where to start (Quick Wins)
  4. Create a testing road map
  5. Select the right testing platform
  6. Build solid test plans
  7. Test among good options
  8. Repeat 6&7
Lance Conversion Diagram

Click to enlarge

Lance provided excellent tactics for making the business case and figuring out where to start. Watch the webinar to get the details.

Ian presented five key points for avoiding a metaphoric pileup of traffic on a website.

  1. Poor visual hierarchy
  2. Hidden calls to action
  3. Tricky forms
  4. Overdone or unnecessary Flash
  5. Poor error handling

If you take a look at the slide deck, there are another 5 bonus tips from Ian:

  1. Not creating trust
  2. Wrong language
  3. “Mystery Meat” navigation
  4. Thinking you know your users
  5. Relying on best practices alone

Lance and Ian also commented on a few web site examples that were put forward be attendees, providing quick feedback and suggestions. And as always, remember to test, test, test! Sometimes small changes can have a big impact, but to really know you need to design a solid testing strategy.

If you have any questions or comments about the ideas presented in the webinar, please share!