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Home Page Usability
 

Home Page Usability

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    Home Page Usability Home Page Usability Presentation Transcript

    • Home Page Usability:Don’t Make Your Visitors Think!! Helpful  Tips  for  Evalua0ng     Your  Site’s  “Point  Guard”.   John  Hoecker   Digital  Marke0ng  Consultant   www.OnlineStrategics.com  
    • Overview•  The  Big  Picture  –  Your  Website’s  Purpose  •  Visitor  Types  &  Intro  to  the  “Conversion  Ladder”  •  How  Visitors  Use  a  Home  Page  (without  thinking)  •  Home  Page  Elements  &  Func0ons  •  Exponen0al  Effects  of  Solid  Home  Page  Usability  •  Home  Page  Audits  &  General  Online  Marke0ng   Ques0ons  •  Golden  Rule  of  Web  User  Experience  :   DON’T  MAKE  VISITORS  THINK!   MAKE  PAGES  AND  CONTENT  ELEMENTS  SIMPLE  AND  SELF-­‐EVIDENT.  
    • The Big Picture•  The  purpose  of  your  website  is  to  convert  visitors  to  your   business  goals:   •  Online  sale,  form  submission,  lead  genera0on.  •  It  is  essen0al  that  first-­‐0me  visitors  have  a  posi0ve  user   experience,  beginning  with  your  Home  Page:   •  Visitors  have  limited  pa0ence  &  good  will  –  reward  them!   •  Don’t  make  first  0me  visitors  frustrated  –  you  may  lose  the   life0me  value  that  they  represent!   •  Bad  user  experience  can  translate  into  visitors  viewing  your   service  unfavorably.   •  Google  measures  visitor  experience  –  this  affects  rankings.  •  Get  User  Experience  op0mized  before  spending  $$$   on  SEO,  Social  Media,  PPC  (Google  Adwords),  etc.!!  
    • Visitor Types & Intro to the Conversion Ladder•  5  Types  of  Visitors  (or  levels  of  visitor  awareness)   1.  Unaware  they  have  a  problem/need  your  service  solves.   2.  Aware  of  their  problem/need,  but  unaware  that  solu0ons   exist.   3.  Aware  of  solu0ons,  but  not  yours.   4.  Aware  of  your  solu0on,  but  not  convinced.   5.  Are  convinced  your  solu0on  is  best  and  CONVERT!   •  All  visitors  proceed  through  these  levels  of  awareness  before   conver0ng.      
    • The Conversion Ladder•  If  we  lay  out  the  5  visitors  types   Convinced  and     as  they  move  toward   conver0ng,  it  represents  a   Convert!!   ladder:     Unconvinced  of    •  Your  Home  Page  is  your   Your  Solu0on   website’s  “Point  Guard”  that     ideally  will  pass  all  these  types   Unaware  of  your   of  visitors  to  the  suppor0ng   pages  they  need,  and  move   Solu0on   them  up  the  ladder  toward   conversion.   •  Crah  content  especially  for   Unaware  of  Solu0ons   the  top  4  rungs,  as  they  are   the  most  informed  and   valuable  visitors,  and  require   least  amount  of  effort  to   convert.   Unaware  of  need/problem    
    • How Visitors Use a Home Page  •  Visitors  don’t  read  web  pages  –  they  SCAN  them.   •  No  different  than  scanning  a  newspaper.   •  They  scan  for  keyword  phrases  or  pictures/other  elements  that  seem   most  relevant,  and  typically  click  on  the  first  one.  •  Less  ideally,  they  have  to  muddle  through  a  page  to  find  the   informa0on  they  need.  The  goal  is  to  move  visitors  off  the  Home  Page  to  suppor0ng  pages  that  keeps  them  moving  them  up  the  Conversion  Ladder.  
    • Home Page Elements & FunctionalityApply  these  2  steps  to  evaluate  Home  Page  elements:    1.  Does  it  make  me  think  (is  the  element  self-­‐evident/self-­‐explanatory)?  2.  Which  types  of  visitors  does  it  appeal  to,  and  is  it  clearly  relevant  to   them?  •  Clear  Logo  and  Mission  Statement:   •  What  is  this  site  about?    Am  I  in  the  right  place?  •  Per0nent  Headline  &  Tagline:   •  Does  this  effec0vely  get  their  aken0on  and  appeal  to  most  visitors  on  the   conversion  ladder?  •  Get  them  Scanning:     •   Are  the  page  and  content  elements  quickly  scanable  and  relevant  (especially   to  visitors  in  the  top  4  rungs)?   •  “6  Second  Rule”  –  Are  you  semng  visitors  up  to  bounce?  •  Clear  and  self-­‐evident  Naviga0on?   •  What  are  the  major  site  sec0ons?   •  Are  my  naviga0on  op0ons  clear?  
    • Home Page Elements & Functionalitycon0nued…    Apply  these  two  steps  to  evaluate  Home  Page  elements:    1.  Does  it  make  me  think  (it  is  self-­‐evident/self-­‐explanatory)?  2.  Which  types  of  visitors  does  it  appeal  to,  and  is  it  clearly  relevant?  •  Cita0ons  of  Credibility.   •  Tes0monials  (brief)   •  Awards/Cer0fica0ons   •  List  of  clients  (e.g.,  horizontal  content  element  showing  client  logos)  •  Search  Box.   •  Some  visitors  prefer  search  func0on  over  scanning/browsing.   •  Provides  valuable  visitor  informa0on    -­‐  search  terms  are  logged  in  Google   Analy0cs,  provides  clues  to  informa0on  you  might  be  missing  that  your   visitors  want.  •  Prominent  Contact  Informa0on  or  Address.  •  Reasonable  Aesthe0c  Appeal.  
    • Exponential Effects of Usability•  Google  tracks  site  engagement  metrics  to  determine   relevancy  and  rankings!!   •  Engagement  metrics:    Bounce  Rate,  Exit  rate,  Time  on  Site,   Pages/Visit.   •  Google  rewards  relevant  sites  with  ranking  them  higher,   without  even  touching  SEO.   •  Higher  rankings  =  more  traffic.   •  You  can  view  these  metrics  in  Google  Analy0cs  easily.  •  Enhanced  Usability  =  Higher  Conversion  Rate  and   Number  of  Conversions.  •  All  of  your  online  marke0ng  efforts  will  now   have  greater  ROI.  
    • Where to go from here??•  Web  Analy0cs   •  Iden0fy  boklenecks  in  your  Conversion  Ladder   •  Let  me  know  if  you  need  help  semng  up  Google  Analy0cs.  •  Conversion  Tes0ng   •  Allows  you  to  test  different  content,  content  elements,   content  arrangement  to  enhance  usability  and  boost   conversions  further.  •  Other  Hatchery  Resources:   •  Josh  Soros  –  Internet  Marke0ng  Strategy/  PM   •  Blast  Advanced  Media  –  my  heroes!  
    • Home Page Audits•  www.blastam.com  •  www.workakheyard.com  •  www.capitolperiodontal.net  
    • John  Hoecker   Digital  Marke0ng  Consultant   415-­‐235-­‐3231   john@onlinestrategics.com  •  SEO,  Conversion  Op0miza0on,  Web  Analy0cs,  Design  &   Hos0ng  Solu0ons.  •  Slides  are  available  at  hkp://www.slideshare.net/ johnhoecker1/home-­‐page-­‐usability  •  Hit  me  up  any0me  –  I  like  solving  problems!