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Making The Most Of  Your Website     April 6, 2011       MSBDC                                                 gravity swi...
gravity switch                                                                                gravity switch              ...
gravity switch                                                                                 gravity switch             ...
gravity switch                                                                                    gravity switch          ...
Overview      01. Introductions      02. Defining Website Goals      03. Design And Usability      04. Writing Better Conte...
Who I Am / What I Do      Derek Allard derek@gravityswitch.com      Website designer / programmer      Work with clients t...
This Workshop Will Help You       Be smarter about your website       Understand best practices       Write better website...
Who Are You?      What do you want from this workshop?      Do you have a website?      What has your experience been?    ...
Workshop Materials       Presentation and handout are posted at         http://www.gravityswitch.com/making-most          ...
Defining Website Goals                                             gravity switch                                          ...
What Should Your Website Do?       Sell items online?       Provide information?       Gather mailing list data?       Enc...
Not Sure?       Brainstorm with your staff       Ask your users (online survey)       Learn from your competitors       Wh...
Goals should be …      An action a user can take      Limited in number and focused      Measurable      Reassessed as you...
Goals, Examples Of       Completing a “Request of Quote” form       Reaching thank you page of checkout process       Visi...
Design And Usability Design And Usability                                              gravity switch                     ...
Defining The Look And Feel       Who are your users?       What emotion should they feel?       Mood boards                ...
Mood board                                                     gravity switch                                             ...
Sesame Street                                                 gravity switch                                              ...
Tron                                        gravity switch                                      gravity switch       Nice ...
Make Life Easier For Users       Simplify / rethink navigation       Card sorting exercise       How can you make it easie...
Make Life Easier For Users       Want a slide example here                                                          gravit...
Each Page Does One Thing Well       Homepage = Table of Contents       Content Page = Informational       Action Page = Bu...
Homepage                                            gravity switch                                          gravity switch...
Content Page                                                gravity switch                                              gr...
Action Page                                               gravity switch                                             gravi...
Landing Pages       Consider for paid advertising       Limit navigation       Meet user objections to encourage action   ...
Landing Page                                                gravity switch                                              gr...
Details Matter       Particularly with forms       You are defining “user experience”       Getting it to work vs. elegance...
gravity switch                               gravity switchNice Nice people. Award-winning process. Websites done right.  ...
Simplicity        Less is more        Avoid constantly adding to a design             Add pages instead        The two sec...
Threadless                                              gravity switch                                            gravity ...
What Do They Do?                                           gravity switch                                         gravity ...
Writing Better Content                                               gravity switch                                       ...
Website Content Is NOT Easy       Does not grow on trees       Need to understand your audience       Requires great thoug...
What Questions Will Users Have?       Write content to answer those questions       Think conversational                  ...
People Skim Website Content       Average time on a website ~ 2 minutes       Looking for quick answers       Write conten...
Less Is Often More       Over time, tendency is to add       For each add, be sure to subtract       Avoid content clutter...
Incorporate Keywords In Content       For Search Engine Optimization work       Target 1 - 2 keywords per page       Repea...
Website Content Best Practices       Avoid big blocks of text (largely ignored)       Cut content in half and in half agai...
GS content capture                                                      gravity switch                                    ...
Tracking Success   And Failure                                            gravity switch                                  ...
Using Data To Improve Website       Google Analytics, WebTrends, etc.       Tie website goals to analytical data       A w...
Regularly Monitor Data       Monthly basis works for most       Automate reports (send via email)       Focus on key metri...
Blackout                                            gravity switch                                          gravity switch...
Poor Reasons To Change Website       The boss wanted to       Boss’ spouse likes red not green       We feel like we shoul...
Good Reasons To Change Website       Users have complained unable to find…       Data shows users fall off during checkout ...
Google Analytics                                                    gravity switch                                        ...
What Reports To Focus On       Will depend on your website goals       Traffic       Demographics       Traffic sources     ...
Let Analytical Data Drive Changes       Understand users       Find weaknesses       Track goals       Improve your websit...
Tips And Tricks       Don’t get caught up in design details       Ask your users how well you’re doing       Avoid outdate...
Takeaways      Focus on your website users      Set clear, actionable goals      Less is often more with design and conten...
Additional Resources       Website Grader http://websitegrader.com       Don’t Make Me Think by Steve Krug       Letting G...
Thank You!     Derek Allard     Gravity Switch     derek@gravityswitch.com | 586.9596     twitter.com/derekallard     face...
Ask me Questions    Ask Me Questions                                                    gravity switch                    ...
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Making The Most Of Your Website - Gravity Switch

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Tips and strategies to make sure that your website is doing everything it can for you.

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  1. 1. Making The Most Of Your Website April 6, 2011 MSBDC gravity switch gravity switch gravity switch Nice Nice people. Award-winning process. Websites done right. Nice people. Award-winning process. Websites done right. people. Award-winning process. Websites done right.
  2. 2. gravity switch gravity switch Nice Nice people. Award-winning process. Websites done right. people. Award-winning process. Websites done right.http://www.flickr.com/photos/ckindel/5432155787
  3. 3. gravity switch gravity switch Nice Nice people. Award-winning process. Websites done right. people. Award-winning process. Websites done right.http://www.flickr.com/photos/dbnunley/4164686308
  4. 4. gravity switch gravity switch Nice Nice people. Award-winning process. Websites done right. people. Award-winning process. Websites done right.http://www.flickr.com/photos/harleyphoto/3380763369
  5. 5. Overview 01. Introductions 02. Defining Website Goals 03. Design And Usability 04. Writing Better Content 05. Tracking Success and Failure 06. Tips And Tricks gravity switch gravity switch Nice Nice people. Award-winning process. Websites done right. people. Award-winning process. Websites done right.
  6. 6. Who I Am / What I Do Derek Allard derek@gravityswitch.com Website designer / programmer Work with clients to build smart websites Maximize value of website Return On Investment (ROI) gravity switch gravity switch Nice Nice people. Award-winning process. Websites done right. people. Award-winning process. Websites done right.
  7. 7. This Workshop Will Help You Be smarter about your website Understand best practices Write better website content Avoid common website mistakes Develop a plan for going forward gravity switch gravity switch Nice Nice people. Award-winning process. Websites done right. people. Award-winning process. Websites done right.
  8. 8. Who Are You? What do you want from this workshop? Do you have a website? What has your experience been? gravity switch gravity switch Nice Nice people. Award-winning process. Websites done right. people. Award-winning process. Websites done right.
  9. 9. Workshop Materials Presentation and handout are posted at http://www.gravityswitch.com/making-most gravity switch gravity switch Nice Nice people. Award-winning process. Websites done right. people. Award-winning process. Websites done right.
  10. 10. Defining Website Goals gravity switch gravity switch Nice Nice people. Award-winning process. Websites done right. people. Award-winning process. Websites done right.
  11. 11. What Should Your Website Do? Sell items online? Provide information? Gather mailing list data? Encourage quote form completion? (Leave technology out of the puzzle at this point) gravity switch gravity switch Nice Nice people. Award-winning process. Websites done right. people. Award-winning process. Websites done right.
  12. 12. Not Sure? Brainstorm with your staff Ask your users (online survey) Learn from your competitors What are your overall business goals? gravity switch gravity switch Nice Nice people. Award-winning process. Websites done right. people. Award-winning process. Websites done right.
  13. 13. Goals should be … An action a user can take Limited in number and focused Measurable Reassessed as your business evolves User focused (not you focused) gravity switch gravity switch Nice Nice people. Award-winning process. Websites done right. people. Award-winning process. Websites done right.
  14. 14. Goals, Examples Of Completing a “Request of Quote” form Reaching thank you page of checkout process Visiting an important page of your website Viewing 5 or more pages during a visit gravity switch gravity switch Nice Nice people. Award-winning process. Websites done right. people. Award-winning process. Websites done right.
  15. 15. Design And Usability Design And Usability gravity switch gravity switch Nice Nice people. Award-winning process. Websites done right. people. Award-winning process. Websites done right.
  16. 16. Defining The Look And Feel Who are your users? What emotion should they feel? Mood boards gravity switch gravity switch Nice Nice people. Award-winning process. Websites done right. people. Award-winning process. Websites done right.
  17. 17. Mood board gravity switch gravity switch Nice Nice people. Award-winning process. Websites done right. people. Award-winning process. Websites done right. http://www.flickr.com/photos/ginamarr/2699306623/
  18. 18. Sesame Street gravity switch gravity switch Nice Nice people. Award-winning process. Websites done right. people. Award-winning process. Websites done right.
  19. 19. Tron gravity switch gravity switch Nice Nice people. Award-winning process. Websites done right. people. Award-winning process. Websites done right.
  20. 20. Make Life Easier For Users Simplify / rethink navigation Card sorting exercise How can you make it easier for users to reach your goals? gravity switch gravity switch Nice Nice people. Award-winning process. Websites done right. people. Award-winning process. Websites done right.
  21. 21. Make Life Easier For Users Want a slide example here gravity switch gravity switch Nice Nice people. Award-winning process. Websites done right. people. Award-winning process. Websites done right.
  22. 22. Each Page Does One Thing Well Homepage = Table of Contents Content Page = Informational Action Page = Buy / Request / Contact Keep users focused by focusing yourself gravity switch gravity switch Nice Nice people. Award-winning process. Websites done right. people. Award-winning process. Websites done right.
  23. 23. Homepage gravity switch gravity switch Nice Nice people. Award-winning process. Websites done right. people. Award-winning process. Websites done right.
  24. 24. Content Page gravity switch gravity switch Nice Nice people. Award-winning process. Websites done right. people. Award-winning process. Websites done right.
  25. 25. Action Page gravity switch gravity switch Nice Nice people. Award-winning process. Websites done right. people. Award-winning process. Websites done right.
  26. 26. Landing Pages Consider for paid advertising Limit navigation Meet user objections to encourage action gravity switch gravity switch Nice Nice people. Award-winning process. Websites done right. people. Award-winning process. Websites done right.
  27. 27. Landing Page gravity switch gravity switch Nice Nice people. Award-winning process. Websites done right. people. Award-winning process. Websites done right.
  28. 28. Details Matter Particularly with forms You are defining “user experience” Getting it to work vs. elegance gravity switch gravity switch Nice Nice people. Award-winning process. Websites done right. people. Award-winning process. Websites done right.
  29. 29. gravity switch gravity switchNice Nice people. Award-winning process. Websites done right. people. Award-winning process. Websites done right.
  30. 30. Simplicity Less is more Avoid constantly adding to a design Add pages instead The two second test gravity switch gravity switch Nice Nice people. Award-winning process. Websites done right. people. Award-winning process. Websites done right.
  31. 31. Threadless gravity switch gravity switch Nice Nice people. Award-winning process. Websites done right. people. Award-winning process. Websites done right.
  32. 32. What Do They Do? gravity switch gravity switch Nice Nice people. Award-winning process. Websites done right. people. Award-winning process. Websites done right.
  33. 33. Writing Better Content gravity switch gravity switch Nice Nice people. Award-winning process. Websites done right. people. Award-winning process. Websites done right.
  34. 34. Website Content Is NOT Easy Does not grow on trees Need to understand your audience Requires great thought and great writing Often most difficult area for clients Keep goals in mind to guide you gravity switch gravity switch Nice Nice people. Award-winning process. Websites done right. people. Award-winning process. Websites done right.
  35. 35. What Questions Will Users Have? Write content to answer those questions Think conversational gravity switch gravity switch Nice Nice people. Award-winning process. Websites done right. people. Award-winning process. Websites done right.
  36. 36. People Skim Website Content Average time on a website ~ 2 minutes Looking for quick answers Write content that is easy to skim gravity switch gravity switch Nice Nice people. Award-winning process. Websites done right. people. Award-winning process. Websites done right.
  37. 37. Less Is Often More Over time, tendency is to add For each add, be sure to subtract Avoid content clutter Stay within confines of design gravity switch gravity switch Nice Nice people. Award-winning process. Websites done right. people. Award-winning process. Websites done right.
  38. 38. Incorporate Keywords In Content For Search Engine Optimization work Target 1 - 2 keywords per page Repeat keyword on page gravity switch gravity switch Nice Nice people. Award-winning process. Websites done right. people. Award-winning process. Websites done right.
  39. 39. Website Content Best Practices Avoid big blocks of text (largely ignored) Cut content in half and in half again Use headlines to break up text Use bulleted / numbered lists Conversation tone (avoid marketese) Use a consistent voice throughout website gravity switch gravity switch Nice Nice people. Award-winning process. Websites done right. people. Award-winning process. Websites done right.
  40. 40. GS content capture gravity switch gravity switch Nice Nice people. Award-winning process. Websites done right. people. Award-winning process. Websites done right.
  41. 41. Tracking Success And Failure gravity switch gravity switch Nice Nice people. Award-winning process. Websites done right. people. Award-winning process. Websites done right.
  42. 42. Using Data To Improve Website Google Analytics, WebTrends, etc. Tie website goals to analytical data A wealth of information about your users Will answer questions you have gravity switch gravity switch Nice Nice people. Award-winning process. Websites done right. people. Award-winning process. Websites done right.
  43. 43. Regularly Monitor Data Monthly basis works for most Automate reports (send via email) Focus on key metrics Or else … gravity switch gravity switch Nice Nice people. Award-winning process. Websites done right. people. Award-winning process. Websites done right.
  44. 44. Blackout gravity switch gravity switch Nice Nice people. Award-winning process. Websites done right. people. Award-winning process. Websites done right.
  45. 45. Poor Reasons To Change Website The boss wanted to Boss’ spouse likes red not green We feel like we should change things up gravity switch gravity switch Nice Nice people. Award-winning process. Websites done right. people. Award-winning process. Websites done right.
  46. 46. Good Reasons To Change Website Users have complained unable to find… Data shows users fall off during checkout Popular pages don’t lead to goal pages High bounce rate gravity switch gravity switch Nice Nice people. Award-winning process. Websites done right. people. Award-winning process. Websites done right.
  47. 47. Google Analytics gravity switch gravity switch Nice Nice people. Award-winning process. Websites done right. people. Award-winning process. Websites done right.
  48. 48. What Reports To Focus On Will depend on your website goals Traffic Demographics Traffic sources Actions taken gravity switch gravity switch Nice Nice people. Award-winning process. Websites done right. people. Award-winning process. Websites done right.
  49. 49. Let Analytical Data Drive Changes Understand users Find weaknesses Track goals Improve your website gravity switch gravity switch Nice Nice people. Award-winning process. Websites done right. people. Award-winning process. Websites done right.
  50. 50. Tips And Tricks Don’t get caught up in design details Ask your users how well you’re doing Avoid outdated technology Every website can be improved Learn from your quality competitors Always test before making changes live If overwhelmed, get help Have an ongoing plan for your website gravity switch gravity switch Nice Nice people. Award-winning process. Websites done right. people. Award-winning process. Websites done right.
  51. 51. Takeaways Focus on your website users Set clear, actionable goals Less is often more with design and content Regularly monitor success and failure gravity switch gravity switch Nice Nice people. Award-winning process. Websites done right. people. Award-winning process. Websites done right.
  52. 52. Additional Resources Website Grader http://websitegrader.com Don’t Make Me Think by Steve Krug Letting Go of the Words by Janice Redish Advanced Web Metrics with Google Analytics by Brian Clifton Web Design for ROI by Lance Loveday & Sandra Niehaus gravity switch gravity switch Nice Nice people. Award-winning process. Websites done right. people. Award-winning process. Websites done right.
  53. 53. Thank You! Derek Allard Gravity Switch derek@gravityswitch.com | 586.9596 twitter.com/derekallard facebook.com/gravityswitch linkedin.com/in/derekallard gravity switch gravity switch Nice Nice people. Award-winning process. Websites done right. people. Award-winning process. Websites done right.
  54. 54. Ask me Questions Ask Me Questions gravity switch gravity switch Nice Nice people. Award-winning process. Websites done right. people. Award-winning process. Websites done right.
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