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CASE IV - Making that first impression online
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CASE IV - Making that first impression online

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  • 1. http://flic.kr/p/9zjB7R Making that First Impression #cased4 Nick DeNardis@nickdenardis #cased4
  • 2. @nickdenardis
  • 3. Nick DeNardis Associate Director of Web Communications Wayne State University http://wayne.edu/ Host of EDU Checkup http://educheckup.com/ Curator of EDU Snippits http://edusnippits.com/@nickdenardis #cased4
  • 4. “When my boss tells me to make our website more vibrant. It needs more movement, it needs to look fresh! I’m like...”@nickdenardis #cased4
  • 5. Why can’t we do it like _____?@nickdenardis #cased4
  • 6. Notre Dame@nickdenardis #cased4
  • 7. Case Western Reserve@nickdenardis #cased4
  • 8. Biola@nickdenardis #cased4
  • 9. Bates@nickdenardis #cased4
  • 10. @nickdenardis #cased4
  • 11. What is a First Impression?@nickdenardis #cased4
  • 12. The Plan 1.Trigger 2. 3. 4.@nickdenardis #cased4
  • 13. Trigger first step to building an impression@nickdenardis #cased4
  • 14. @nickdenardis #cased4
  • 15. @nickdenardis #cased4
  • 16. @nickdenardis #cased4
  • 17. @nickdenardis #cased4
  • 18. @nickdenardis #cased4
  • 19. Rough Stats 10% Email 15% Social Media 25% Physical invite 30% Internal page (from search) 15% Homepage (no referrer) 5% Paid advertising@nickdenardis #cased4
  • 20. Trigger Visuals Content Timing Context 15% 25% 10% 50%@nickdenardis #cased4
  • 21. @nickdenardis #cased4
  • 22. school.edu/page.asp?id=1245 or go.school.edu/grad-programs@nickdenardis #cased4
  • 23. Good Experience = Good Design@nickdenardis #cased4
  • 24. @nickdenardis #cased4
  • 25. @nickdenardis #cased4
  • 26. @nickdenardis #cased4
  • 27. @nickdenardis #cased4
  • 28. @nickdenardis #cased4
  • 29. @nickdenardis #cased4
  • 30. @nickdenardis #cased4
  • 31. @nickdenardis #cased4
  • 32. @nickdenardis #cased4
  • 33. @nickdenardis #cased4
  • 34. @nickdenardis #cased4
  • 35. Vitamins or Painkillers?@nickdenardis #cased4
  • 36. Painkillers Solve an obvious need@nickdenardis #cased4
  • 37. Vitamins Solve an emotional need@nickdenardis #cased4
  • 38. Your own Web pages Vitamins or Painkillers?@nickdenardis ? #cased4
  • 39. The Plan 1.Trigger 2. Hook 3. 4.@nickdenardis #cased4
  • 40. Project Painkillers How do we make more of our entrance pages painkillers?@nickdenardis #cased4
  • 41. @nickdenardis #cased4
  • 42. Can I trust this page? Is the information up to date? Can I use this as a resource in the future? What do they want me to do on this page?@nickdenardis #cased4
  • 43. People suck at reading online@nickdenardis #cased4
  • 44. @nickdenardis #cased4
  • 45. @nickdenardis #cased4
  • 46. @nickdenardis #cased4
  • 47. Micro DEtails #littlebigdetails@nickdenardis #cased4
  • 48. Error Messages Matter@nickdenardis #cased4
  • 49. @nickdenardis #cased4
  • 50. Reduce Barriers@nickdenardis #cased4
  • 51. @nickdenardis #cased4
  • 52. @nickdenardis #cased4
  • 53. @nickdenardis #cased4
  • 54. @nickdenardis #cased4
  • 55. @nickdenardis #cased4
  • 56. Creepy!@nickdenardis #cased4
  • 57. Details Matter pixels don’t@nickdenardis #cased4
  • 58. @nickdenardis #cased4
  • 59. The Plan 1.Trigger 2. Hook 3. Action 4.@nickdenardis #cased4
  • 60. Action Get them to do something@nickdenardis #cased4
  • 61. Know your user’s Triggers@nickdenardis #cased4
  • 62. Every time the user (trigger) they go to the (action) page.@nickdenardis #cased4
  • 63. @nickdenardis #cased4
  • 64. @nickdenardis #cased4
  • 65. @nickdenardis #cased4
  • 66. @nickdenardis #cased4
  • 67. Silos get in the way of your users@nickdenardis #cased4
  • 68. @nickdenardis #cased4
  • 69. @nickdenardis #cased4
  • 70. Reward The painkiller@nickdenardis #cased4
  • 71. The Plan 1.Trigger 2. Hook 3. Action 4. Investment@nickdenardis #cased4
  • 72. Investment Take the time to walk in your user’s shoes@nickdenardis #cased4
  • 73. Use a human proxy@nickdenardis #cased4
  • 74. @nickdenardis #cased4
  • 75. @nickdenardis #cased4
  • 76. @nickdenardis #cased4
  • 77. @nickdenardis #cased4
  • 78. Investment Loads the next trigger@nickdenardis #cased4
  • 79. @nickdenardis #cased4
  • 80. @nickdenardis #cased4
  • 81. @nickdenardis #cased4
  • 82. @nickdenardis #cased4
  • 83. Build. Measure. Learn. Eric Ries@nickdenardis #cased4
  • 84. CrazyEgg@nickdenardis #cased4
  • 85. Google Analytics <script type="text/javascript"> var _gaq = _gaq || []; _gaq.push( [_setAccount, UA-xxxxxxxx-1], [_trackPageview], [b._setAccount, UA-xxxxxxxx-1], [b._trackPageview] ); (function() { var ga = document.createElement(script); ga.type = text/javascript; ga.async = true; ga.src = (https: == document.location.protocol ? https://ssl : http://www) + .google-analytics.com/ga.js; var s = document.getElementsByTagName(script) [0]; s.parentNode.insertBefore(ga, s); })(); </script>@nickdenardis #cased4
  • 86. GA Multi Domain@nickdenardis #cased4
  • 87. GA Goals@nickdenardis #cased4
  • 88. Woopra@nickdenardis #cased4
  • 89. ClickTale@nickdenardis #cased4
  • 90. Resources google.com/analytics slickplan.com crazyegg.com woopra.com clicktale.com littlebigdetails.com macupdate.com/app/mac/24214/integrity@nickdenardis #cased4
  • 91. A First Impression 1.Trigger external motivation to visit your site 2. Hook items on the landing page to peak interest 3. Action painkiller to drive them to a goal 4. Investment setting them up for the next trigger@nickdenardis #cased4
  • 92. Cultivate Meaning The world is full of interesting problems worth solving Help others gain insights into your solutions Build the change you want to see in the world@nickdenardis #cased4
  • 93. Thank you http://slideshare.net/nickdenardis@nickdenardis #cased4