Exhibits: October 15-16 | Conference: October 14-16 | Mandalay Bay Convention Center | Las Vegas Nevada
Making a GreatMaki...
In the next hour…
Two goals:
• appreciate what a “blog experience” is
• how to improve the experience your Ideal Readers h...
Usability – “Blog
Experience”
• Making it effortless for an Ideal Reader to do
whatever it is they came to your site to do...
Attention Span
• Convince me in 3 seconds or less.
• What would someone say about your site after…
• 3 seconds
• 15 seconds
Most Companies’ Ideal
Customer
• Body Text here
• Body Text here
• This is a test
• 123
Photo by PatrickQ
Who’s Your Ideal Reader?
• Body Text here
• Body Text here
• This is a test
• 123
Photo by PatrickQ
“persona”
Personas
• Include attributes, not just demographics!
Feedback
• 80% of your website’s problems can solved by
asking for feedback.
Getting Feedback
Specificity
Cost
Surveys
• Do NOT Overengineer
• The best survey is a text email: What works?
What doesn’t?
• Google Forms, 4qsurvey.com,
k...
Focus Groups
• Get a few of your readers together and chat.
• Could be virtual, or what about real life if you
can?
• Do w...
Testing
• You don’t need expensive labs or equipment.
• Test Internet novices vs experts, new readers
vs regular readers.
...
Measuring
• If you aren’t measuring it, you can’t improve it.
• Pick one thing and work on it for a month.
• Use a simple ...
Tweaks
• How to improve? Again, one thing at a time…
Piss Off Your Designer
• Users like comfortable.
• When breaking the visual design is ok…
Headers and Homepages
• Used to be the homepage was important, but
now every page is an entry point.
• Every page should b...
Get an Edge
• It’s not about what’s above-the-fold, but what
is on the fold…
Make it Stand Out
• Emphasize what you want them to click on
Affiliations & Testimonials
• Why should I trust you?
• Great Ideas:
• Rotate testimonials (WP Quote Plugin)
• Contextuall...
About & Pictures of People
• People like to do business with people.
Speaking of which, how’s your about page?
Different Strokes, Different
Folks
• Scavengers read every word
.
• Follow-Your-Nose’ers just click without
asking for dir...
The Pause Point
• Always close with a call to action
• EVERY page. Yes, even the About or FAQ!
Other Common Mistakes
× Fonts Too Small
(14 pt is minimum)
× Distracting Widgets in sidebar
(tag cloud, archives, blogroll...
Recommended Reading
• Why Your Website Sucks –
http://www.travelonlinepartners.com/resources
/by-product-line/mastery-guid...
Closing Thought
Great businesses are obsessed about their
customers.
Are you obsessed?
Q & A Time!Q & A Time!
• Got a question?
• Got an action item to take home &
work on?
@andrewghayes
www.andyhayes.com
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Why Your Website Sucks

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Andy Hayes - Why Your Website Sucks - as presented at Blogworld New Media Expo 2010

To learn more, visit www.andyhayes.com or www.travelonlinepartners.com

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Why Your Website Sucks

  1. 1. Exhibits: October 15-16 | Conference: October 14-16 | Mandalay Bay Convention Center | Las Vegas Nevada Making a GreatMaking a Great “Blog Experience”“Blog Experience” Andy Hayes @andrewghayes www.andyhayes.com
  2. 2. In the next hour… Two goals: • appreciate what a “blog experience” is • how to improve the experience your Ideal Readers have.
  3. 3. Usability – “Blog Experience” • Making it effortless for an Ideal Reader to do whatever it is they came to your site to do. • We’ve moved from information, to entertainment, to instant gratification, in a matter of decades. • Are you just more noise?
  4. 4. Attention Span • Convince me in 3 seconds or less. • What would someone say about your site after… • 3 seconds • 15 seconds
  5. 5. Most Companies’ Ideal Customer • Body Text here • Body Text here • This is a test • 123 Photo by PatrickQ
  6. 6. Who’s Your Ideal Reader? • Body Text here • Body Text here • This is a test • 123 Photo by PatrickQ “persona”
  7. 7. Personas • Include attributes, not just demographics!
  8. 8. Feedback • 80% of your website’s problems can solved by asking for feedback.
  9. 9. Getting Feedback Specificity Cost
  10. 10. Surveys • Do NOT Overengineer • The best survey is a text email: What works? What doesn’t? • Google Forms, 4qsurvey.com, kissinsights.com
  11. 11. Focus Groups • Get a few of your readers together and chat. • Could be virtual, or what about real life if you can? • Do what works for you – there is no formula!
  12. 12. Testing • You don’t need expensive labs or equipment. • Test Internet novices vs experts, new readers vs regular readers. • Do It Yourself, or: whatuserdo.com, feedbackarmy.com, fiverr.com, userfly.com, fivesecondtest.com
  13. 13. Measuring • If you aren’t measuring it, you can’t improve it. • Pick one thing and work on it for a month. • Use a simple tracking document OUTSIDE analytics.
  14. 14. Tweaks • How to improve? Again, one thing at a time…
  15. 15. Piss Off Your Designer • Users like comfortable. • When breaking the visual design is ok…
  16. 16. Headers and Homepages • Used to be the homepage was important, but now every page is an entry point. • Every page should be clear on: • What is this place? • Can you solve my problem? • Can I trust you? • What is the next step?
  17. 17. Get an Edge • It’s not about what’s above-the-fold, but what is on the fold…
  18. 18. Make it Stand Out • Emphasize what you want them to click on
  19. 19. Affiliations & Testimonials • Why should I trust you? • Great Ideas: • Rotate testimonials (WP Quote Plugin) • Contextually-Appropriate Testimonials • Logos/Images of Affiliations (“as seen in”)
  20. 20. About & Pictures of People • People like to do business with people. Speaking of which, how’s your about page?
  21. 21. Different Strokes, Different Folks • Scavengers read every word . • Follow-Your-Nose’ers just click without asking for directions • Shiny,Happy People like pictures & images
  22. 22. The Pause Point • Always close with a call to action • EVERY page. Yes, even the About or FAQ!
  23. 23. Other Common Mistakes × Fonts Too Small (14 pt is minimum) × Distracting Widgets in sidebar (tag cloud, archives, blogroll) × Poorly designed / unorganised menus × Not catering for both new & regular readers × Going too fast or too slow (products/services)
  24. 24. Recommended Reading • Why Your Website Sucks – http://www.travelonlinepartners.com/resources /by-product-line/mastery-guides/why-your- website-sucks • http://www.socialtriggers.com/ - free report • http://www.sensible.com (Don’t Make Me Think by Steve Krug - pick it up on Amazon) • http://www.whatmakesthemclick.net (Neuro Web Design - pick it up on Amazon)
  25. 25. Closing Thought Great businesses are obsessed about their customers. Are you obsessed?
  26. 26. Q & A Time!Q & A Time! • Got a question? • Got an action item to take home & work on? @andrewghayes www.andyhayes.com

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