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Adwords, Conversion, and UX: a Quick Worksheet

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A worksheet to accompany a presentation on what is SEO, how to write headlines, using Adwords, measuring conversation, how to get more people to take action, a/b tests, and building sites with the human experience -- but useful if you bring your attention to each exercise!

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Adwords, Conversion, and UX: a Quick Worksheet

  1. 1. Optimise Your Website: Adwords, Conversion, Experience Page 1 of 3 It's time for a short night of intense optimisation -- workshop how you're getting people onto your website, their impression and what they'd share with their friends, and create an experience that is intuitive, delightful, and conversion-driven. Here are practical content and immediate applications... What’s your name? Which website/project are you improving today? What is your intention for tonight? What are you looking to learn and do? PART 1. ADWORDS AND KEYWORDS There are many ways for people to discover you. Perhaps through referral; perhaps through search. Know your potential customers -- what is the problem in their own words, and what would they search for? Write and organise your site with best practices. Understand the Google Adwords and SEO basics. What word/phrases come up when you talk about your business? Include jargon, keywords, website text, words that you rely on. What do you find yourself repeating and emphasizing? What are your images of? Get a sense of how Google sees you. Now, without using that word, explain what it means below. 1. 2. 3. Who is NOT your target customer? Describe their demographics, habits, behaviors in details. Who IS your customer? How do they make decisions? Features: a detail about your product/service? Benefits: the value/impact in the customer’s life? 1. 2. 3. 4. 5. By Angela Ognev of Redesign Happy: Workshops, coaching, and consulting for teams energised by action and insight. Created for Google Business Groups, with TheOrangeHive.com. Questions? angela@redesignhappy.com More tools? http://www.redesignhappy.com
  2. 2. Optimise Your Website: Adwords, Conversion, Experience Page 2 of 3 Optimise for Google by including meta tags for your keywords and descriptions (what shows up in a Google search), adding alt titles for all your images, keeping pages focused, and using bold, links, h1, and h2 selectively. Nobody is interested in your business. But, they ARE interested in themselves, the problems they’re facing, and the areas of their life they want to improve. What combo of 3-7 words would they Google to find you? 1. 2. 3. 4. 5. 6. 7. These are phrases you’d want to buy on Adwords and/or include on your site. Learn more by using Google’s Keyword Tool to check frequency, talking to users, looking at reviews, checking forums and blogs, etc. Your (front) page is a billboard -- people are zooming past. Practice writing credible, clear, and concise headlines and value bullets. Ask questions they’ll answer “yes” to. Try these 4 ways of writing headlines: Simply state what you offer: Mention the key benefit: Talk about a problem you help people avoid: Ask a question to target the right customers: Write 3 bullets -- each should highlight a benefit you provide or a problem you avoid. Credible and clear. 1. 2. 3. PART 2: CONVERSION, COPY, AND A/B TESTING Websites are not about information -- they are about action. What do you want your user to do next? What should they remember? First, focus on a tagline and button that converts, and test how successful it is. What will the user think/do/feel/want/know in the first 5 seconds? What will the user think/do/feel/want/know in the first 5 minutes? By Angela Ognev of Redesign Happy: Workshops, coaching, and consulting for teams energised by action and insight. Created for Google Business Groups, with TheOrangeHive.com. Questions? angela@redesignhappy.com More tools? http://www.redesignhappy.com
  3. 3. Optimise Your Website: Adwords, Conversion, Experience Page 3 of 3 We use A/B tests to compare to versions and see which one people respond better to. Create a test! Tagline A: Tagline B: Measurement of success: Button A: Button B: Measurement of success: PART 3: CREATING AN EXPERIENCE What do people feel when they browse? Fascination, annoyance, enlightenment, or doubt? What do people expect when they land, and to do next? Get powerful tips to examine and improve your user's experience, increasing both delight and conversion. Then, create an action plan to optimise on the spot. When someone lands on your page, what do they already know? What delights or surprises them? What do they like and trust? What makes reading most valuable to them? What are they looking for? What is the series of actions they will take? For each page that you have, figure out the 1) main message and 2) next step/action. If there is more than one message or action, simplify and see what you can eliminate. Draw the flow that the user is likely to take. Thank you for joining us for this hands-on crash course to optimise the internet you! By Angela Ognev of Redesign Happy: Workshops, coaching, and consulting for teams energised by action and insight. Created for Google Business Groups, with TheOrangeHive.com. Questions? angela@redesignhappy.com More tools? http://www.redesignhappy.com

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