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Griffith - Information Architecture Overview

Griffith - Information Architecture Overview



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    Griffith-InformationArchitecture-DesignPractices Griffith-InformationArchitecture-DesignPractices Presentation Transcript

    • Info Architecture & Web 2.0 Design Standards
      Case Studies
    • Design with Clear Intent
    • Clear Layout
    • Clear Layout
    • De-cluttered Logical Flow
    • De-cluttered Logical Flow
    • Demonstrate clear Call to Action
    • Clear Calls to Action
    • Obvious Benefits
    • Obvious Benefits
    • Appropriate Channel Design
    • Appropriate Channel Design
    • Clear and Intuitive Messages
    • Clear Intuitive Messages
    • Sales Funnel Specifics
    • Managing the Sales Funnel
      Methods of acquisition
      PPC Ads, SEO, Video, Email, LeagGen, Affiliate Marketing, Offer based, etc.
      Once there – what’s important?
      Prove you can Add Value
      Qualify Leads with intent
      You want users who are amenable to your message – Its ok for users to self-select opt out
      Monetise towards latter end of the Funnel
      After user sees value and expresses intent
      Push low-cost options in the middle of funnel
      High cost ones at the end of your funnel
    • Customer Lifecycle
      Understand the customer lifecycle
      The various stages of a customer over a timer period
      Create indicators to track their intent
      As they begin to move lag – make sure you target them
      Identify high repeat behaviour
      Identify a common characteristic – and track this
      e.g. have visited more than 3 time and purchase
      Track rising and falling repeat rates
      Have early warning systems in place
      Track repeat rate by media source
      Search Engine, PPC, Banner Ad etc..
    • Customer Lifetime Value
      Segment customers into acquisition channels
      Identify the potential lifetime value per channel
      Identify length of customer lifecycle per channel
      Low cost channels could have shortest lifecycle
      Compare the relative potential value
      Consider: length of lifecycle, potential revenue per Customer
      Allocate money towards higher potential value customers
      By corollary - away from lower potential value customers
    • Understanding “Recency”
      Tracking Recency
      Time since a customer last engaged in a behaviour
      Recency is # 1 most powerful predictor of future behavior 
      Can predict likelihood of purchases, visits, game plays, or “other action-oriented” behaviour
      The more Recent a customer is, the higher their potential value is
      Segment Repeat segment into past and present (30 days)
      Apply a recency filter for real-time view
      Longer a customer has stopped engaging the less likely they are to repeat
      Take adjustive measures to increase in quality recency repeat customers
    • Web 2.0 Design Model
    • Calls To Action