Website conversion effectiveness wins & fails

Examples of how businesses have succeeded or failed in making their website win customers
24 Pins
·
7y
By
Bri Williams
the web page for what's on visit, which is displayed in black and white
MONA is an amazing museum in Hobart (Australia) that uses its floor plan to deliberately disorient its visitors. Sadly this has carried through to their website that is hard to navigate and read. There is a time and place for making the experience difficult for your customers and your website is not one of them.
a web page with the words considering joining bupa
Popovers are SO annoying.
an image of a web page with a laptop and cell phone on the table next to it
Acquity nail their value prop as well as reducing anxiety though assurances and a testimonial
the checkout page for an online shopping account, which is open to purchase items
Blurb need to improve the stand out and positioning of their CTA - looks like a header for the order not a button
a man and woman sitting next to each other in front of a sign that says naked
Naked Wines use clever behavioural techniques to encourage sign up, including…
an email form for a child's toys and games donation program, which includes $ 1 00 each
Jetstar play on customer Default Bias by automatically selecting upsell items.
the pricing sheet for an e - mailing package
Jetstar make use of the Goldilocks Effect, design and Social Norms to influence…
the pricing page for an air travel pass is shown in this screenshoto image
Melbourne Airport Parking use anchoring and size congruency to influence customer choices
an iphone screen with the news section on it, and text that reads 50 months interest free
Why should I? Fairfax pop up request to participate in survey without any inducement. On the positive side, CTA button stands out and they've used Milward Brown name for cred.
a collage of different types of business related items and text that reads content writing services, measurement & reporting
Massive fail by this content marketing firm who don't tell people what problem they solve. The tiles design might be becoming popular but it misses the point that you need to provide a narrative for your visitors to follow.
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an email message with the words use 100 % waste nothing, including new low - cost private health insurance, with a combined single limit limit to spend on included extra
How to get people to switch to your health insurance fund? Tell them they are wasting money on extras they don't use, dialling into Loss Aversion to influence action.
an app showing the dangers of dangerous goods and how to avoid them from being in danger
Virgin use a red button and an affirmative "I am" for agreement that Dangerous Goods are packed. Contrast this with the example from Qantas. No doubt both have been UX tested with people (so strange that they end up different!), but I think Virgin's has the edge. To improve I would prefer it to say "No, I am not…"
a screen shot of the website for fund & follow creativity, which has been created by kickstart
Kickstarter are showcasing the very useful technique of promoting in which media you've been seen - aids credibility.