Usability and Conversions Copyright 2009 Cre8pc.com Search Camp Philly 2009

Usability and Conversions

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

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)

SEO and Usability – You Flirt! Copyright 2009 Cre8pc.com Search Camp Philly 2009

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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

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

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

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

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

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

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

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!!!

http://www.usabilityeffect.com/freeresources.doc http://twitter.com/kim_cre8pc http://www.facebook.com/cre8pc Copyright 2009 Cre8pc.com Search Camp Philly 2009

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