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Audience is King Landing Page &
Usability Design
Vermont Web Marketing Summit
November 13, 2013
Kim Krause Berg, Speaker
Kim Krause Berg, Usability
and User Interface Analyst
Internet Marketing Ninjas
Cre8pc.com
Cre8asiteforums.com
Every Web Page Is a Gem
Usability

User Interface

• Findability
• Understandability
• Readability
• Searchability
• Accessibility

• Layout
• Considerations for all devices
• Users
• Information architecture
• Navigation
• Forms and applications
Our Focus
Personalized Experience

Pleasing Visuals

Ease of Navigation
Personalized Experience
Know your web site visitors
Know how your
visitors are looking
for your products.
“new fringe boot styles”
“unique fringe boots”
“western look fringe boots”
“low heeled leather and
fringe boots”
How to Create a Personalized
Experience
Search Engines

User Interface

• Title tag
• Meta description
• Image captions
• Establish trust – Meet
expectations
• Get social - Pin

• Use terms your visitors use
• Show respect
• Design for your target visitors
• Create tasks for different
segments and needs
• Ratings, feedback
Do No Harm
Incorrect Format
Do No Harm = Respect for Visitors
• Interpersonal: loss of dignity,
insult, humility

Ex. Target sued by Assoc. for Blind
Accessibility for special needs
users

• Psychological: confusion,
discomfort, frustration, boredom Ex. Most websites
Pleasing Visuals
Distractions, Organization, Images, Colors
http://www.colorschemer.com/online.html

http://www.joedolson.com/color-contrast-compare.php
Sliders
They won’t work on all
devices.
Accessibility
Auto vs. manual
More than one on a page
Conversions
Not a good choice for PPC
Pleasing Visuals = Landing Page
Conversions
• Content layout - scanning
• Image quality – details
• Color contrasts
• Make it easy to find tasks

• Use bullet points
• Short sentences
• Organization
• Avoid distractions
Ease of Navigation
Sense of Place, Breadcrumbs, Information Architecture
Build a Solid Foundation
• Terms
• Categories
• Breadcrumbs
• Fat footer
• Text vs. images

• Requirements
• Task
• Sense of Place
• Sitemap
• Distractions
Landing Pages Guide Visitors
• Make text and links different
• Order navigation by user needs
• Add verbs to global navigation
• Use breadcrumb navigation
• Create hubs (categories)
• Avoid click here
• Use buttons

• Alternative navigation
• Colors
• Fonts
• Terms
• Sense of place
• Alt attributes
Persuasive Design Guidelines
• Choose terms your visitors
understand
• Test colors for color contrast issues
• Create tasks based on user needs
• Explain. Provide details. Warn.
Provide feedback.
• No distractions
• Avoid fads
• Never hide your money maker calls
to action

Books:
• About Face, Alan Cooper
• Ecom Hell, Shirley Tan
• Don’t Make Me Think, Steve Krug
Anything by Tim Ash, Bryan
Eisenberg, Roger Dooley, Shari
Thurow, Susan Weinschenk, Peter
Morville, Luke Wroblewski, Jacob
Nielsen, Jared Spool
Conversions Design
• Understand your visitors’ goals and motivations
• “Economy of form”, using less to accomplish more
• Remove the mystery
• Establish trust
• Build your brand http://www.cre8asiteforums.com/2013/11/11/look-to-the-past-forlessons-on-establishing-personal-brand/
• Don’t hide your top tasks
FREE Download (PDF)
www.internetmarketingninjas.com/internetmarketing-ebooks/natural-websiteconversions.html
The Mobile Playbook
http://www.themobileplaybook.com
Find Kim Krause Berg
• Internetmarketingninjas.com
Usability, Conversions, Shopping Cart, Software Application, Mobile,
Accessibility Testing.com
• https://twitter.com/kim_cre8pc
• https://www.facebook.com/cre8pc
• Cre8asiteforums.com

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Audience is King - Landing Page & Usability Design for Increased Conversions

  • 1. Audience is King Landing Page & Usability Design Vermont Web Marketing Summit November 13, 2013 Kim Krause Berg, Speaker
  • 2. Kim Krause Berg, Usability and User Interface Analyst Internet Marketing Ninjas Cre8pc.com Cre8asiteforums.com
  • 3. Every Web Page Is a Gem Usability User Interface • Findability • Understandability • Readability • Searchability • Accessibility • Layout • Considerations for all devices • Users • Information architecture • Navigation • Forms and applications
  • 4. Our Focus Personalized Experience Pleasing Visuals Ease of Navigation
  • 6.
  • 7.
  • 8.
  • 9.
  • 10. Know how your visitors are looking for your products. “new fringe boot styles” “unique fringe boots” “western look fringe boots” “low heeled leather and fringe boots”
  • 11. How to Create a Personalized Experience Search Engines User Interface • Title tag • Meta description • Image captions • Establish trust – Meet expectations • Get social - Pin • Use terms your visitors use • Show respect • Design for your target visitors • Create tasks for different segments and needs • Ratings, feedback
  • 13.
  • 14.
  • 15.
  • 17. Do No Harm = Respect for Visitors • Interpersonal: loss of dignity, insult, humility Ex. Target sued by Assoc. for Blind Accessibility for special needs users • Psychological: confusion, discomfort, frustration, boredom Ex. Most websites
  • 19.
  • 20.
  • 22.
  • 23.
  • 24.
  • 25. Sliders They won’t work on all devices. Accessibility Auto vs. manual More than one on a page Conversions Not a good choice for PPC
  • 26. Pleasing Visuals = Landing Page Conversions • Content layout - scanning • Image quality – details • Color contrasts • Make it easy to find tasks • Use bullet points • Short sentences • Organization • Avoid distractions
  • 27. Ease of Navigation Sense of Place, Breadcrumbs, Information Architecture
  • 28. Build a Solid Foundation • Terms • Categories • Breadcrumbs • Fat footer • Text vs. images • Requirements • Task • Sense of Place • Sitemap • Distractions
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  • 36. Landing Pages Guide Visitors • Make text and links different • Order navigation by user needs • Add verbs to global navigation • Use breadcrumb navigation • Create hubs (categories) • Avoid click here • Use buttons • Alternative navigation • Colors • Fonts • Terms • Sense of place • Alt attributes
  • 37. Persuasive Design Guidelines • Choose terms your visitors understand • Test colors for color contrast issues • Create tasks based on user needs • Explain. Provide details. Warn. Provide feedback. • No distractions • Avoid fads • Never hide your money maker calls to action Books: • About Face, Alan Cooper • Ecom Hell, Shirley Tan • Don’t Make Me Think, Steve Krug Anything by Tim Ash, Bryan Eisenberg, Roger Dooley, Shari Thurow, Susan Weinschenk, Peter Morville, Luke Wroblewski, Jacob Nielsen, Jared Spool
  • 38. Conversions Design • Understand your visitors’ goals and motivations • “Economy of form”, using less to accomplish more • Remove the mystery • Establish trust • Build your brand http://www.cre8asiteforums.com/2013/11/11/look-to-the-past-forlessons-on-establishing-personal-brand/ • Don’t hide your top tasks
  • 41. Find Kim Krause Berg • Internetmarketingninjas.com Usability, Conversions, Shopping Cart, Software Application, Mobile, Accessibility Testing.com • https://twitter.com/kim_cre8pc • https://www.facebook.com/cre8pc • Cre8asiteforums.com