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Help Your Site Sell
 

Help Your Site Sell

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The following presentation was developed as part of Off Madison Ave\'s Webinar series. The topic here is Web site usability, which involves modification of a Web site to meet the visitors needs and ...

The following presentation was developed as part of Off Madison Ave\'s Webinar series. The topic here is Web site usability, which involves modification of a Web site to meet the visitors needs and answer common questions expeditiously. Enjoy.

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    Help Your Site Sell Help Your Site Sell Presentation Transcript

    • Help Your Site Sell: Identify and Correct Common Usability Issues Presented by Chris Sietsema, Deputy Director of Interactive Services webinar.offmadisonave.com Call-In: (605) 475-4261 Session: 218-440-870
    • Help Your Site Sell: Identify and Correct Common Usability Issues   You will be able to hear the presenters but they will not be able to hear you. Please submit questions at any time by selecting “private chat” with Off Madison Ave.   We will answer as many questions as we can in the time allotted. All other questions will be answered in a Q&A document posted by August 20 at webinar.offmadisonave.com.   Case studies and articles relevant to the seminar topic will also be posted. webinar.offmadisonave.com Call-In: (605) 475-4261 Session: 218-440-870 2
    • Help Your Site Sell: Identify and Correct Common Usability Issues   The measurement of the quality of a user’s experience when interacting with a product or system.   Also known as: ◦ User-Centered Design ◦ Online Experience ◦ Human/Computer Interaction Design webinar.offmadisonave.com Call-In: (605) 475-4261 Session: 218-440-870 3
    • Help Your Site Sell: Identify and Correct Common Usability Issues   Does the Web site allow the visitor to accomplish her objectives?   Does it meet visitor expectations?   Does it provide an experience that encourages a return visit?   Our Goal: Create an environment where site visitors can be successful and want to return. webinar.offmadisonave.com Call-In: (605) 475-4261 Session: 218-440-870 4
    • Help Your Site Sell: Identify and Correct Common Usability Issues matter the business objective – sell, collect, inform,   No persuade, etc. – human interaction is required. webinar.offmadisonave.com Call-In: (605) 475-4261 Session: 218-440-870 5
    • Help Your Site Sell: Identify and Correct Common Usability Issues   Positive experiences with Web sites correlate directly to: ◦ Positive opinions of companies and/or organizations ◦ Subsequent experiences with the site ◦ Sales webinar.offmadisonave.com Call-In: (605) 475-4261 Session: 218-440-870 6
    • Help Your Site Sell: Identify and Correct Common Usability Issues   Designers   Programmers   Marketing Staff   Usability Engineers / Professionals webinar.offmadisonave.com Call-In: (605) 475-4261 Session: 218-440-870 7
    • Help Your Site Sell: Identify and Correct Common Usability Issues webinar.offmadisonave.com Call-In: (605) 475-4261 Session: 218-440-870 8
    • Help Your Site Sell: Identify and Correct Common Usability Issues + webinar.offmadisonave.com Call-In: (605) 475-4261 Session: 218-440-870 9
    • Help Your Site Sell: Identify and Correct Common Usability Issues   Web Sites ◦ Online Retail ◦ Lead Capture ◦ Information Dissemination ◦ Launched and Established / In Development   Landing Pages   Forms   Web Applications, Interfaces and Tools   Email Marketing Messages webinar.offmadisonave.com Call-In: (605) 475-4261 Session: 218-440-870 10
    • Help Your Site Sell: Identify and Correct Common Usability Issues webinar.offmadisonave.com Call-In: (605) 475-4261 Session: 218-440-870 11
    • Help Your Site Sell: Identify and Correct Common Usability Issues webinar.offmadisonave.com Call-In: (605) 475-4261 Session: 218-440-870 12
    • Help Your Site Sell: Identify and Correct Common Usability Issues   Data Tells a Story ◦ What Web sites are referring traffic? ◦ Where are they going once they have arrived? ◦ How long are they staying? ◦ Are they accomplishing your objectives? Theirs? ◦ At what point(s) are they dropping off? webinar.offmadisonave.com Call-In: (605) 475-4261 Session: 218-440-870 13
    • Help Your Site Sell: Identify and Correct Common Usability Issues   For Example…   If your site navigation is   Andif your top trafficked placed in this order: pages look like this: ◦ About Us Products 1.  ◦ News News 2.  ◦ Products About Us 3.  ◦ Contact Us Contact Us 4.  THEN – Make modifications to your navigation structure to reflect visitor interest. webinar.offmadisonave.com Call-In: (605) 475-4261 Session: 218-440-870 14
    • Help Your Site Sell: Identify and Correct Common Usability Issues   Omniture   WebTrends   ClickTracks   HitBox   LiveStats   Google Analytics – (free) webinar.offmadisonave.com Call-In: (605) 475-4261 Session: 218-440-870 15
    • Help Your Site Sell: Identify and Correct Common Usability Issues   Content Should be Legible and Easy to Read   Incorporate Visual Elements that Compliment Text (but don’t overpower it)   Use Standard Conventions for Navigation Placement and Form Design   Remove Barriers to Important Information webinar.offmadisonave.com Call-In: (605) 475-4261 Session: 218-440-870 16
    • Help Your Site Sell: Identify and Correct Common Usability Issues   Keep Important Information Above “The Fold”   Make Sure “Help” Actually Helps and that “FAQ” Really Covers Frequently Asked Questions Adequately   Embrace Velocity – Your Customers Want to Move Quickly   The Devil Is In The Details (error messages, misleading information, incorrect numbers and dates)   Test Everything webinar.offmadisonave.com Call-In: (605) 475-4261 Session: 218-440-870 17
    • Help Your Site Sell: Identify and Correct Common Usability Issues   Experience the Web site from the customer’s point of view   What would you need/want?   Make believe that you don’t have all the knowledge about your product/service/business that you already have webinar.offmadisonave.com Call-In: (605) 475-4261 Session: 218-440-870 18
    • Help Your Site Sell: Identify and Correct Common Usability Issues   Review of client’s site from the customer’s point of view   Determine how well the site answers common visitor questions   Provide recommendations on how to improve usability and ultimately conversion/sales   In some cases, our development team actually makes the recommended changes webinar.offmadisonave.com Call-In: (605) 475-4261 Session: 218-440-870 19
    • Help Your Site Sell: Identify and Correct Common Usability Issues webinar.offmadisonave.com Call-In: (605) 475-4261 Session: 218-440-870 20
    • Help Your Site Sell: Identify and Correct Common Usability Issues webinar.offmadisonave.com Call-In: (605) 475-4261 Session: 218-440-870 21
    • Help Your Site Sell: Identify and Correct Common Usability Issues   AAF – Metro Phoenix (Phoenix Ad Club) http://www.phoenixadclub.com/     Information Gathering   The Shower Sleeve & Cast Cover Company http://www.showersleeve.com/     Commerce   Horizon Community Learning Center http://www.horizonclc.org/     Information Gathering webinar.offmadisonave.com Call-In: (605) 475-4261 Session: 218-440-870 22
    • Help Your Site Sell: Identify and Correct Common Usability Issues webinar.offmadisonave.com Call-In: (605) 475-4261 Session: 218-440-870 23
    • Help Your Site Sell: Identify and Correct Common Usability Issues webinar.offmadisonave.com Call-In: (605) 475-4261 Session: 218-440-870 24
    • Help Your Site Sell: Identify and Correct Common Usability Issues webinar.offmadisonave.com Call-In: (605) 475-4261 Session: 218-440-870 25
    • Help Your Site Sell: Identify and Correct Common Usability Issues   A/B Testing - Google Website Optimizer   Multivariate / Taguchi – Vertster webinar.offmadisonave.com Call-In: (605) 475-4261 Session: 218-440-870 26
    • Help Your Site Sell: Identify and Correct Common Usability Issues   Click Tracking – CrazyEgg webinar.offmadisonave.com Call-In: (605) 475-4261 Session: 218-440-870 27
    • Help Your Site Sell: Identify and Correct Common Usability Issues   EyeTracking – EyeTools webinar.offmadisonave.com Call-In: (605) 475-4261 Session: 218-440-870 28
    • Help Your Site Sell: Identify and Correct Common Usability Issues   Swim Lessons (Best Practices, No Testing) ◦  3.8%  7.2%   Bartender School (Best Practices, No Testing) ◦  2.5%  3.8%   Personal Trainer Certification (A/B Testing) ◦  3.2%  5.5%   Secure Online Conferencing (Taguchi) ◦  1%  5.5%   Data Center (Taguchi) ◦  2%  4.25% webinar.offmadisonave.com Call-In: (605) 475-4261 Session: 218-440-870 29
    • Help Your Site Sell: Identify and Correct Common Usability Issues   Don’t Make Me Think A Common Sense Approach to Web Usability   Steve Krug   Available on Amazon webinar.offmadisonave.com Call-In: (605) 475-4261 Session: 218-440-870 30
    • Help Your Site Sell: Identify and Correct Common Usability Issues   Call To Action Secret Formulas to Improve Results   Bryan &Jeffrey Eisenberg   Available on Amazon webinar.offmadisonave.com Call-In: (605) 475-4261 Session: 218-440-870 31
    • Help Your Site Sell: Identify and Correct Common Usability Issues   You Can’t Get THERE From HERE Demystifying the Internet so you can be the Master of your online Universe.   Carissa Vivirito   Available on Amazon & Lulu.com webinar.offmadisonave.com Call-In: (605) 475-4261 Session: 218-440-870 32
    • Help Your Site Sell: Identify and Correct Common Usability Issues webinar.offmadisonave.com Call-In: (605) 475-4261 Session: 218-440-870 33