Sample Website UX Score from GobySavvy

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Website UX Score http://crispvideo.com/legal-video/

Assessment Summary Report Inputs:

Final Score:

Conversion Optimization:

9/12

Engagement Optimization:

10/12

Home Page:

11/12

Navigation / IA:

12/15

Content:

17/17

Readability/Scannability

5/7

Accessibility:

4/5

Responsive Design

12/12

Other: Social, Search, Misc Pages

16/20

96 / 112 91-101​ = Good UX. Your site converts and engages most people.

However there are minor optimization opportunities to increase conversions, engagement, and referrals.

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Table of Contents Assessment Summary

Pg 1

Table of Contents

Pg 2

Important Notes

Pg 3

Techniques To Improve Your Results 1. Exit-intent & opt-ins 2. Live chat tool 3. Paradox of choice

Pg 4-6

Criteria and Advice

Pg 7-20

Conversion Optimization Engagement Optimization Home Page Navigation Content Readability & Scannability Accessibility Responsive Design Other: Social, Search, Important Pages

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Important Notes ●

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There are opportunities to increase conversions and engagement with the Crisp brand by telling a better story from the customer's perspective. I.e. what it’s like working with Crisp, the process, how Crisp strives to understand each legal practice’s values and needs to create a tailored video for their audience, etc ○ This storytelling can be done from the headlines to the icons and imagery.

Navigation is a bit overwhelming, leading to potential “Parallax of Choice”, where people don’t have a clear, simple path to understanding your value prop and a conversion, because there are too many options. Visitors looking for more information will click to dig deeper into the interface, or search in the footer. Encourage exploration, but keep persistent navigation elements simple.

Is Pulse by Crisp an important driver of sales? If so, it will likely be missed by the majority of traffic, as only tech-savvy users are familiar with this unique style of tab navigation Without looking at engagement metrics, it’s difficult to know, but this type of flat design style typically does not invite interaction with the many elements on the page (many of the “tabs” look static). There could be missed opportunities to answer questions people have

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Techniques To Improve Your Results We’ve identified the following key conversion and UX techniques that are missing or could be improved on your website. Apply these techniques to improve your conversions, site engagement, and results.

1. Exit-intent & opt-ins What is it?

“Exit-intent technology” refers to user engagement attempts that activate when users are about to leave a page. They’re sometimes your last shot at getting a conversion once a user has decided they don’t want to be on your site any longer. Often, exit-intent technology takes the form of a pop-up to collect an email. It might also take the form of “inline” content, such as free download offers or a free email course, that slides in after the user has read about half of the page.

Why should I care?

This is your last chance to get a conversion from your user before they leave your site--and who knows when they’ll come back! Exit-intent technology can offer conversion rates between 3-10%,depending on what you’re offering.

Who else does this?

If you head over to this blog post at gleam.io, you can see several images of exit-intent pop up ads--and when you try to leave the post, you’ll be met with a real one. And at Optinmonster, you’ll see both exit-intent popups and inline exit-intent technology.

How can I implement it?

Exit-intent offers must be of high value for customers--this is your last chance at a conversion, and it won’t happen if the offer isn’t worth a user’s time. An in-depth e-guide, a serious discount, or a free webinar are all great options.

Also make sure to load it at the right time: ●

You might activate an exit-intent pop up offering a sale when a customer trys to abandon the page after adding items to the shopping cart

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You could make an offer after someone has read 50% of the page, and again at 80% (great for blog posts)

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You can even embed free content (e-guides, webinars) on the page, such as within a blog post or in the sidebar of your page

Users hate excessive pop-ups, and they might leave if your timing is off or your pop-up’s are poorly designed. Whatever you do, make sure the “no thanks” option includes polite and delightful copy--you don’t want to be the host who harasses guests.

2. Live chat tool What is it?

To increase engagement, trust, and ultimately conversions, many companies include a chat tool on the bottom right of their website. There are added benefits to this beyond the obvious, such as showing pre-set answers based on what pages or what content people are reading. Even if you don’t have a support team, you can enable this for an hour or two a day and respond via your mobile phone, so you gain key insights about your potential customers.

Why should I care?

If people will likely have questions or need to have a quick conversation about your product or service before buying, the fastest way for them to engage with you is a live chat tool. Initiating a conversation with a chat tool is like giving a friendly welcome to people window shopping at a real store.

Who else does this?

Prospect.io sends a personalized message on key pages of their website, such as the pricing page. Although this message is automated, it sure feels genuine! The real test is whether or not a customer support representative responds to a visitor query!

How can I implement it?

There are many ways to plug in a chat tool on your website. Most of them have accompanying mobile apps so you are able to respond to website visitors immediately via text. You can choose from Tidio, Intercom.io, Zopim, or Livechat.

3. Paradox of choice What is it?

Basically, the paradox of choice means that when people are confronted with too many options, they’re more likely to leave without making a purchase. The reason chain restaurants often 5

have faster ordering and service times is people know what they want when they go there; the choices are consistent and limited. It’s easier to order at Chipotle, usually, than at your local gourmet restaurant with 100 options.

Why should i care?

Unfortunately, though more choices represents freedom, it also leads to indecision. And users aren’t the smart ones here: often, people want more choices than they can actually process.

Neuropsychological research shows that when presented with too many choices, most people don’t choose at all. Even the Harvard Business Review is on board with the idea to narrow user options.

Who else does this?

Businesses have many different approaches to avoiding paradox of choice. Mattress business Casper​ offers an extreme example. Their pitch is that their mattress is so well designed, and has so much added value, that they only offer one variety. In a market oversaturated with options, this can actually be a really effective approach. Bluehost overcomes the paradox of choice by bundling and highlighting the “most popular options” to funnel users towards making a decision quickly.

How can I implement it?

You might adopt the Google search engine approach and just have a couple buttons on your home page. If you sell a lot of products, you might also try thoughtfully grouping or “bundling” those products.

If you’re a service company, using a simple “wizard” that estimates services costs for your users can be the way to go. Even pricing tables should be cut down to 2-3 options (ex. your “free” or “enterprise” options can be shown as simple links, secondary to the main pricing tables).

Reduce the number of options people have to make a decision, and they’re more likely to make a decision!

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Criteria and Advice Conversion Optimization Is there a clear and obvious path to conversion?

3/3

-Is there a clear path to the primary conversion from the home page (ex. Contact, Purchase, Share, Sign Up, Upload, etc)?

✔

-Is the primary conversion path part of the main navigation?

✔

-Is the conversion path straightforward (there should be no point where it becomes confusing)?

✔

Explanation: ​It's vital to have a simple and clear path to the primary conversion goal of the site, so that users can quickly start traveling down that path.

Effect on user engagement/conversions: ​If users can't find the path to conversion, or get lost along the way, they are not likely to complete the conversion.

Are any extra clicks or actions required to complete a conversion?

2/2

-Can the conversion be completed in a more efficient manner (short forms, minimal clicks, no extra unnecessary options along the path, etc?

✔ ✔

-Is the conversion path clear of distractions (i.e. popups, secondary actions, etc)?

Explanation: ​Extra steps should not be required for users interested in completing a conversion.

Effect on user engagement/conversions: ​Each extra step a user must take to complete a conversion offers a small chance that the user will give up and leave the site before finishing.

Does anything on the site interfere with the user's desire to complete a conversion?

2/3

-Is the site trustworthy (there shouldn’t be anything that could erode user trust. ex. Outdated design, lack of payment seals, missing contact info, lack of guarantees, etc)?

✔

-Are ALL elements of the conversion path working (nothing should be confusing or broken)?

✔

-Is progress indicated so users will have an idea of how long a conversion takes?

Explanation: ​Anything which confuses users or erodes trust in the site could interfere with

Effect on user engagement/conversions: ​Users which don't trust a site are far less likely to

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This report is intentionally cut short.

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