Increasing Conversions through the User Experience of Content
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Increasing Conversions through the User Experience of Content

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Originally Presented: 2013 MIMA Summit, October 2013 ...

Originally Presented: 2013 MIMA Summit, October 2013
http://2013.mimasummit.org/session/increasing-conversions-through-the-user-experience-of-content/

The key to any suc­cess­ful con­tent strat­egy is in set­ting objec­tives, ana­lyz­ing results and making refine­ments to better align the two. Yet many orga­ni­za­tions treat con­tent analy­sis as an after-thought, or worse, a simple exer­cise in Google Analytics. As such, they never real­ize the max­i­mum return on invest­ment for either their con­tent or its strategy.

In this inter­ac­tive pre­sen­ta­tion, Kris demonstrated through case stud­ies and do-it-yourself tech­niques how a con­tent strat­egy that incor­po­rates user expe­ri­ence prin­ci­ples to ana­lyze and modify con­tent can achieve more suc­cess­ful mes­sag­ing, stronger calls to action, and higher con­ver­sion rates for both web and mobile.

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    Increasing Conversions through the User Experience of Content Increasing Conversions through the User Experience of Content Presentation Transcript

    • INCREASING CONVERSIONS THROUGH THE USER EXPERIENCE (UX) OF CONTENT @krismausser DIGIA UX Inc.
    • THE USER EXPERIENCE OF CONTENT IS CONTEXT
    • BRASS TACKS • ANALYTICS MEAN MORE THAN GOOGLE • TARGET AUDIENCE IS NOT THE SAME AS USER
    • THE USER EXPERIENCE OF CONTENT IS PLACEMENT
    • DO SOMETHING!
    • Courtesy of ClickTale.com
    • Image Source: http://www.21stsoft.com/web-design-usability-how-to-quick-reference-guide/
    • 69% View Left Half Of The Page 30% View Right Half! Below The Fold? Only 19.7% Courtesy of http://conversionxl.com/19-things-we-can-learn-from-numerous-heatmap-tests/
    • Courtesy of http://blog.kissmetrics.com/why-the-fold-is-a-myth/
    • Courtesy of ClickTale.com
    • Courtesy of http://www.wired.com/design/2013/06/iphone-screens/
    • #1 Courtesy of GoldSilver.com
    • #2 Courtesy of GoldSilver.com
    • #3 Courtesy of GoldSilver.com
    • Courtesy of GoldSilver.com
    • Courtesy of GoldSilver.com
    • © DIGIA UX Inc.
    • 4 1 2 3
    • BRASS TACKS • CONTENT IS A CUSTOMER SERVICE • CONTENT DECISIONS ARE A BALANCING ACT
    • THE USER EXPERIENCE OF CONTENT IS FINDABILITY
    • Interaction Break
    • Courtesy of Jakob Nielsen Source: http://www.nngroup.com/articles/fancy-formatting-looks-like-an-ad/
    • Courtesy of Nisha Patel Source: http://slodive.com/web-development/test-call-action-placement-heat-maps/
    • PUBLISH CONTENT WHERE YOUR CUSTOMERS ARE LOOKING
    • BRASS TACKS • CONTENT IS AFFECTED BY PERCEPTION • COMPREHENSION IS INFLUENCED BY STRUCTURE
    • THE USER EXPERIENCE OF CONTENT IS... PRIORITIZATION
    • Content Engagement Funnel TASKS SURFERS INFORMATION COMMUNITY RETAIN BOOKMARKERS CUSTOMERS © DIGIA UX Inc.
    • Content Engagement Funnel TASKS SURFERS INFORMATION COMMUNITY RETAIN BOOKMARKERS CUSTOMERS © DIGIA UX Inc.
    • Content Engagement Funnel TASKS SURFERS INFORMATION COMMUNITY RETAIN BOOKMARKERS CUSTOMERS © DIGIA UX Inc.
    • ALIGN CONTENT WITH EYE TRACKING RESULTS For practical take-away, see also: Guerrilla Content Strategy for Home Page Content Source: http://discontentedcompany.com/2013/02/28/guerrilla-content-strategy-for-homepage-content/
    • Task Info Info Info Info Info Info Retain Retain Retain Retain Retain Task Task Info
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    • Task Info Info Info Info Info Info Retain Retain Retain Retain Retain Task Task Info
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    • Task Task Task Task Task Task
    • Task Task Info Info Task Task Task Task Info
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    • BRASS TACKS • THERE ARE 4 KINDS OF CONTENT • WHERE YOU PLACE THEM MATTERS
    • THE USER EXPERIENCE OF CONTENT IS... THE EXPERIENCE!
    • See Also: Soul Pancake’s Take a Seat - Make a Friend Source: http://www.youtube.com/watch?v=HfHV4-N2LxQ
    • Source: http://www.followtheuxleader.com ©DIGIA UX Inc.
    • BRASS TACKS • IT’S NOT ALWAYS ABOUT THE CONTENT • CONTENT IS MEANT TO BE EXPERIENCED
    • Alice for iPad Source: http://www.youtube.com/watch?v=gew68Qj5kxw
    • CONTENT AFFECTS EXPERIENCE & EXPERIENCE AFFECTS CONTENT
    • BOTH AFFECT BUSINESS!
    • THANK YOU! @krismausser DIGIA UX Inc. http://www.digiaux.com Blog: http://www.discontentedcompany.com