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Usability and Conversions
 

Usability and Conversions

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Usability and conversions talk by Kim Krause Berg

Usability and conversions talk by Kim Krause Berg

Search Camp Philly 2009

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Usability and Conversions Usability and Conversions Presentation Transcript

    • Usability and Conversions
    Copyright 2009 Cre8pc.com Search Camp Philly 2009
  • Kim Krause Berg (aka “CRE8PC”)
    • Web Site Usability and SEO Consultant
    • Founder:
    • Cre8pc.com
    • UsabilityEffect.com
    • Cre8asiteforums.com
    • Akesana.com
    • Consultant, writer, columnist, SEO, Internet software QA testing, user manuals, requirements documentation, accessibility, usability, forums owner, instructor for the SearchEngineCollege.com
    • Member of the Usability Professionals Association
    • Member of the American Society for Information Science and Technology (ASIS&T)
    Copyright 2009 Cre8pc.com Search Camp Philly 2009
  • SEO and Usability – You Flirt! Copyright 2009 Cre8pc.com Search Camp Philly 2009
  • “ Natural Leather”, Brand
    • Steven Shake It (Natural Leather ) - Fringe Boots ; Read Steven Shake It product reviews, or select the Steven Shake It size, width, and color of the Steven ... www.zappos.com/n/p/dp/33633062/c/478.html
    Copyright 2009 Cre8pc.com Search Camp Philly 2009
  • Brand, “Fringe”
    • Buy Frye Bella Fringe Pull-on Boots at the lowest price, guaranteed! ... Suede, leather sole, leather lined, stacked wood heel; Model number Bella Lo Flw ... www.overstock.com/Clothing... Fringe ... Boots /.../product.html -
    Copyright 2009 Cre8pc.com Search Camp Philly 2009
  • Searchability > Findability > Usability
    • Site owners expect the pattern to be
    • being located in search engines
    • to being visited
    • And then the logic seems to stop.
    • Meta and Title Tags are HOT!
    • Follow up your search lead with page that meets user expectations
    Copyright 2009 Cre8pc.com Search Camp Philly 2009
  • Usability Foundation: Cut back at your own risk!
    • Requirements Gathering; WHO IS IT FOR?
    • Web site guidelines; plan, site map, mock up
    • Establish tasks; create Information Architecture
    • Review with consultant (“Will this work”)
    • Design; select software; access performance needs
    • Content; Persuasive writing; link labels; anchor text
    • User Interface; tasks; call to action, forms
    • Conversions; tied to UI, Content, IA, Human behavior
    • TEST TEST TEST
    • Search Engine and Social Media Marketing
    Copyright 2009 Cre8pc.com Search Camp Philly 2009
  • Conversions
    • Your Unique Selling Proposition
    • Placement of call to action prompts (call now, apply today, limited time special…)
    • Authenticity and Credibility
    • Images
    • Accessibility
    • Mobile
    • User generated feedback
    • Social site links (Twitter, FB, Linkedin….)
    • Clean navigation; easy to use navigation
    • Readability (Font sizes and contrasts)
    • Customer service; phone number visible, feedback, hours, payment methods, no invasive forms, guarantees
    Copyright 2009 Cre8pc.com Search Camp Philly 2009
  • Usability Conversions Tips
    • Be ready with next step in user task WHEN THEY’RE THINKING ABOUT TAKING IT
    • Don’t Make Me Think – consistent navigation, user instructions, easy to read buttons
    • Don’t Make Me Beg – location, show sales early, your hours? Samples? Instructions?
    • Don’t Make Me Get Lost – Confidence, trust
    • What’s in it for ME – Why do you want my phone number?
    • You Had Me at Hello – Repeat customers, incentives, finding things fast from the homepage, value prop on homepage
    • You Don’t Send Me Flowers Anymore – email lists, blog feeds, coupons, discounts, special accounts, Amazon!!!
    Copyright 2009 Cre8pc.com Search Camp Philly 2009
  • http://www.usabilityeffect.com/freeresources.doc
    • http://twitter.com/kim_cre8pc
    • http://www.facebook.com/cre8pc
    Copyright 2009 Cre8pc.com Search Camp Philly 2009