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RHSports. Web redesign… behind the scenes Sales conference August 2011. What do we want to achieve with a redesign? Who are our web users? How do web users typically behave? How do we increase traffic to the site? How do we convert traffic to sales? What are the popular design trends?
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RHSports Web redesign… behind the scenes Sales conference August 2011
What do we want to achieve with a redesign? • Who are our web users? • How do web users typically behave? • How do we increase traffic to the site? • How do we convert traffic to sales? • What are the popular design trends? • What do our competitor websites look like? • The new RHS website… and ideas for the future TOPICS
Increase traffic to the website • Increase conversions from potential customers to new customers • Increase sales • Portray a more professional and modern appearance • Provide a user friendly website that offers substantial information • Meet user goals • Accommodate user behavior • Improve search engine ranking What do we want to achieve with a redesign?
Customers – potential and existing • RHS - Customer Service, Territory Managers, Apparel Development • Suppliers • Competitors • Company investors Who are our web users?
Why are they visiting the website? What are they hoping to achieve? Potential customers • Browse or search for products (sports gear and/or apparel) • Compare products and prices to competitors • Learn about ordering (shipping, delivery, sign-up, terms and conditions) • Learn about RHSports (staff, history, location, customers) • Register a new customer account What are their goals?
Existing customers • Buy products • Download the catalogue • Browser or search for products • View online specials and clearouts • Download information sheets • Contact RHS (Territory manager, Sales rep, Customer service) What are their goals?
Customer service • Complete customer orders • Find product information and prices • Download information sheets Territory Managers • Complete customer orders • Find product information and prices • Download information sheets • Teach customers how to use the website (navigation, shopping cart) • Show customers additional benefits of the site (info sheets) • Compile quotes for customers What are their goals?
Competitors • Compare products and prices • View online specials and clearouts • Download the catalogue • Read company information • Subscribe to mailing list What are their goals?
Users are highly goal driven • Visit a website for a specific reason / goal • Want to find their goal quickly and easily without having to think Follow a “SCAN, CLINK LINK or CLICK BACK” strategy • Scan text looking for clues such as “How can I find what I’m looking for” • Focus on words and phrases that match their goal • As soon as they find a link that seems like it might lead to what they’re looking for, they will click it. • Users don’t often click on the best option, but the first reasonable option. • If they cannot easily and quickly find what we are looking for….. they will CLICK BACK and try again How do users behave
Users are impatient and make snap decisions • Don’t often wait for a page to fully download before deciding to click back or not. • Often decide in as little as 1/20th of a second whether a site is appealing or not. • Users spend less time on a homepage on subsequent visits. They will go straight for the menu and click where they want to go, ignoring everything else. How do users behave
Why are users goal driven and impatient? • Modern life is hectic, time is valuable and we’re usually in a hurry • We know we don’t have to read everything • Scanning gets us to our goal quicker… and we’re good at it • Websites compete for attention… a competitor’s website is only a click away • Looking at a screen for long periods of time strains the eye • Reading from computer screens is about 25% slower than reading from print • Scanning is much easier on the eye How do users behave?
Help people find your website (Search engine optimization) • Showing up on search engines is the most critical way of attracting people to your website. • If your website is not listed when people search for keywords, they will not find your website. 2. What is SEO? • Process of improving the visibility of your website in search engine results • The higher your web page appears in the search result list, the more visitors it will receive. How do we increase traffic?
2. How do we improve search engine ranking? 2.1. Build up popularity • Search engine ranking is a popularity contest. • The more sites you link to and the more sites that link back to you, the more popular you are and the higher your ranking. • Don’t just link to any site…. Sites must be of quality and relevant to your site. • Submit your website to online directories (white pages, true local, schoolresources.com.au, ozebizetc) • Can we get links on school websites? How do we increase traffic?
2.2. Optimize your content……Keywords • Think about the words users would type to find your pages • Add those keywords to the content • Use those keywords as links How do we increase traffic?
What other keywords should we focus on? • Example….Sports equipment • School sports gear How do we increase traffic?
2.3. Optimize your content……Provide meaningful content • A page with images and minimal content will not be ranked well in search engines. • Write pages that clearly and accurately describe your content. • Provide content that targets your products and user goals. 2.4. Optimize your content……Use meaningful words for headings • Google places greater importance on words used in headings 2.5. Optimize your content……Use meaningful words for links • Ie: Download RHSports catalogue…. Instead of Click here How do we increase traffic?
2.6. Avoid images for words • Google crawlers cannot read text contained in images. • This means your page will not be listed well in Google, it will be hard to find and have a low ranking. • Use text instead of images to display important names, content, or links. How do we increase traffic?
2.7. Provide a meaningful title and description to each page • This is displayed in the search engine results. • First chance of capturing the user’s attention in search results. • Users scan the words to determine whether they will visit your website or not. How do we increase traffic?
Once we get people to the website, how do we increase sales? 1. Grab their attention on the homepage • The homepage must tell users in seconds: • Who is RHS? • What do they sell? • How does it benefit them? • Why they should be here and not at a competitor’s website How do we increase sales?
2. Use clear taglines • State the website’s purpose up front and clearly on the homepage • Good taglines • One sentence long • Doesn’t start with “the” or “Welcome” • Conveys a clear benefit to the user • Informative • Gets straight to the point • Positioned below, above or next to the logo in the header How do we increase sales?
3. Facilitate the “scan-click link or click back” strategy • Identify user’s goals on each page and design for those goals • Remove any elements that distracts them from achieving their goal • Emphasize links and elements that takes them closer to their goal How do we increase sales?
4. Make your content readable 4.1 Do not use more than 3 font sizes • Unstructured • Cluttered • Unprofessional 4.2. Use bold text sparingly • Too much bold text competes for attention, creates extra noise and decreases readability. • Use bold for: • Headings • Sub-headings • Links How do we increase sales?
4.3. Use capital letters sparingly • Gives the impression of being aggressive, unprofessional and childish. • Difficult and slower to read. How do we increase sales?
4.4. Use underlines for links only • People expect underlined words to be hyperlinks. Don’t confuse users. 4.5 . Use half the word count • Keep messages short • Use less words than you would in print • One idea per paragraph • Use lists where possible • Use concise, every day words – no technical or vague terms How do we increase sales?
4.6 . Use meaningful trigger words for links • Do not use these words for links: Click here | Find out more | Learn more • They clutter the page, make it difficult to scan and force the user to read an entire sentence before deciding to click or not. • Use action words: Buy now | Download catalogue | Shipping details How do we increase sales? Meaningless links RHSports offer products over 26 sports including sports gear for football, cricket, basketball and swimming. Learn more If you can't find a product, let us know and we will attempt to source it for you. Find out more Meaningful links RHSports offer products over 26 sports including sports gear for football, cricket, basketball andswimming. If you can't find a product, contact RHSports and we will attempt to source it for you.
1. Center aligned, fixed width layout 2. Simple layout with white space, fewer columns 3. Big fonts 4. Distinct top section • Bold background color used to separate the top section from the rest of the website • Top section contains; • Logo – typically on the left • Tagline – makes a bold statement • Menu • Login / Search box Popular design trends
5. Simple navigation • Horizontal bar • Large, bold, clear and obvious words • Simple font Popular design trends
4. Large footers • Used as secondary navigation • Large in size Popular design trends
Are their common elements? Do they follow design trends? How can we improve on their web design? Competitor Websites
Does it meet user’s goals? Does it facilitate typical user behavior? Does it provide enough information? Do you think it would rank well in search engines? What is RHSports What do RHS sell? How will it benefit me? How do I find what I’m looking for?
What else would you like to see on the website / homepage? • Product of the month • Latest products • Top selling / Most popular product • Some items on sale • Links page (links to customer websites) Ideas for the future
