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Usability and Conversions
Usability and Conversions
Usability and Conversions
Usability and Conversions
Usability and Conversions
Usability and Conversions
Usability and Conversions
Usability and Conversions
Usability and Conversions
Usability and Conversions
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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

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

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