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Measuring the effectiveness of content strategy

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A proposal for measuring the effectiveness of web content. Includes a case study from eBay. This is more of a voice-over type presentation - the corresponding blog post is at …

A proposal for measuring the effectiveness of web content. Includes a case study from eBay. This is more of a voice-over type presentation - the corresponding blog post is at http://www.elezea.com/2010/09/content-strategy-measurement/

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  • http://www.uie.com/brainsparks/2007/07/01/a-one-word-explanation-for-why-experience-design-is-important-iphone/
  • An example of bad content – technical jargon that doesn’t mean much to the user. “Turnkey aggregated standardized branded end-to-end store.”
  • Another example of bad content – this time closer to home, and how it can make UX very difficult. Why user number? Why the message about your PIN? What does “Reset” do – isit even necessary? Logon should be two words… Log in. “click here” doesn’t look clickable, and it is no longer a standard to link “click here” anyway.
  • Simple content that matches the design. Focused on what they do, in language the user can understand.
  • Another site often shown as an example of good content. It’s financial software, but the language is not jargony at all, and explains what they do in simple language from the user’s perspective.
  • Transcript

    • 1. Measuring the effectiveness
      of Content Strategy
      An eBay case study
      Rian van der Merwe
      @RianVDM
      rian@elezea.com
    • 2. What is user experience design?
      http://xkcd.com/773
    • 3. "User experience" encompasses all aspects of the end-user's interaction with the company, its services, and its
      products.
      The first requirement for an exemplary user experience is to meet the exact needs of the customer, without fuss or bother.
      Next comes simplicity and elegance that produce products that are a joy to own, a joy to use.
      True user experience goes far beyond giving customers what they say they want, or providing checklist features. In order to achieve high-quality user experience in a company's offerings there must be a seamless merging of the services of multiple disciplines, including engineering, marketing, graphical and industrial design, and interface design.
      http://www.nngroup.com/about/userexperience.html
    • 4. Or, to put it another way:
      What a great thing for a father to do with his son. Patrick was so proud to be #1 in line. They made a big deal about it when they let him into the store first. That’s a memory that he’ll have the rest of his life. What a great dad to make that happen.
    • 5. The elements of user experience:
      User research
      Content strategy
      Visual
      design
      Interaction
      design
      User research
    • 6. Content Strategy
      is
      Design
    • 7.
    • 8.
    • 9.
    • 10.
    • 11.
    • 12. Loremipsum dolor sit amet…
      It does actually mean something….
      Nor again is there anyone who loves or pursues or desires to obtain pain of itself, because it is pain, but occasionally circumstances occur in which toil and pain can procure him some great pleasure. To take a trivial example, which of us ever undertakes laborious physical exercise, except to obtain some advantage from it? But who has any right to find fault with a man who chooses to enjoy a pleasure that has no annoying consequences, or one who avoids a pain that produces no resultant pleasure?
      -- “The Extremes of Good and Evil”, written 45 BC
    • 13.
    • 14.
    • 15.
    • 16.
    • 17.
    • 18.
    • 19.
    • 20.
      We need to start urging our clients to think about their content not just as a commodity, but as the starting point, the building blocks of a website. It’s time to stop building the house without knowing how many bedrooms it may need. It’s a paradigm shift in the way we think about building websites.
      But, it has to be done. Because you know what they call things that are beautiful, but have no function?
      Useless.
      http://onlineitallmatters.blogspot.com/2010/09/what-content-strategist-wants-web.html
    • 21. Measuring
      content
    • 22. Understanding
      Emotional
      connection
      Conversion
    • 23. Usability
      Desirability
    • 24. Desirability testing
    • 25. Desirability testing
      Attractive
      Unattractive
      Repulsive
      1 2 3 4 5 6 7 8 9 10 11
      I am here
    • 26. Desirability testing
      Attractive
      Unattractive
      Repulsive
      1 2 3 4 5 6 7 8 9 10 11
      I am here
    • 27. Usability
      Desirability
      A/B testing
    • 28. Content Strategy
      at eBay
    • 29.
    • 30.
    • 31.
    • 32.
    • 33.
    • 34.
    • 35. 35% better sign-up conversion
    • 36.
    • 37. Content Strategy
      is
      Design
    • 38. Content Strategy
      is
      measurable
    • 39. Measuring the effectiveness
      of Content Strategy
      An eBay case study
      Rian van der Merwe
      @RianVDM
      rian@elezea.com

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