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SEO, CRO, UX

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Some basic tools and tips to optimize a website

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SEO, CRO, UX

  1. 1. SEO, CRO, UX 12/10/2015 - Onspace/Offbar ERGONLINE.BE
  2. 2. Founder of Ergonline 12 years experienced UX/CRO consultant Previously: Head of UX at Emakina Studied Communication, Design & Usability Usability Day 2008, 2009 & 2014 Raphaël de Robiano
  3. 3. About Ergonline Ergonline is a Belgian UX Agency created in 2013 by Raphaël de Robiano. We offer User Experience services like - Innovation workshops - User Behavioral Analysis - Customer Journey Definition - Wireframing & Clicable Prototyping - User Testing (+ eyetracking) - Conversion Rate Optimization (+ SEO) - UI Design & HTML (+ responsive) - ... Our team is composed of complementary UX profiles: UX Researchers, UX designers, Data analysts, Conversion specialists & Visual Designers to help companies to create awsome User Experiences.
  4. 4. References more on ergonline.be
  5. 5. 15 concepts & outils Traffic → Ergonomie → conversion
  6. 6. Traffic
  7. 7. Ergonomie
  8. 8. Conversion
  9. 9. 1 / 15 SEO - Ce que cherche les gens Utilisez le language de votre cible en vérifiant quelles expressions sont utilisées → https://adwords.google.com/ko/KeywordPlanner/Home
  10. 10. 2/ 15 SEO - Etre cliqué dans les SERP Proposez des balise meta description / title unique, avec les mots clés ciblés et vendant le contenu de votre page → http://www.yakaferci.com/balise-meta-description/ → GWT (requêtes de recherche)
  11. 11. 3 / 15 SEO - Travailler vos pages Placez vos expressions / mots clés (+ synonymes) dans la page de sorte à envoyer un signal clair à Google → http://www.webrankinfo.com/outils/balises-h1-h6.php → http://alyze.info/ ou www.Yakaferci.com → https://chrome.google.com/webstore/detail/seo-serp/ofoaoaloeipdofknnaapbmdddddioklg
  12. 12. 4/ 15 SEO - Obtenir une autorité Liens vers les pages stratégiques depuis d’autres pages ou autres sites (social) → http://www.seoquake.com/ (plugin chrome) → https://moz.com/researchtools/ose (moz open site explorer)
  13. 13. 5/ 15 SEO - Proposer un contenu de qualité Google déteste les contenus: - courts (<400 mots) - dupliqué - broken links (404) → Google Analytics: - bounce rate / exit + temps
  14. 14. 6/ 15 SEO - Proposer du contenu frais et unique Blog? → http://www.siteliner.com/
  15. 15. 7/ 15 ALL - Mobile De plus en plus de traffic mobile... → https://www.google.com/webmasters/tools/mobile- friendly/?hl=fr
  16. 16. 8/ 15 ALL - Respecter les standards web → https://validator.w3.org/
  17. 17. 9/ 15 ALL - Temps chargement des pages Essayez d‘avoir un temps le plus court possible → https://developers.google.com/speed/pagespeed/insights/?hl=fr
  18. 18. 10/ 15 CRO - connaissez bien vos utilisateurs Mes visiteurs me demandent si … Les clients nous disent que la première fois … Ce qui paraît vague c’est … L’erreur classique qu’ils font tous c’est… Les choses inhabituelles sont… On doit toujours répondre à la question… Clients (motivations, besoins) : - qu’est ce qui les a fait venir chez vous? - pourquoi ont-ils souscrits? - … Prospects (freins): - Questions qu’ils vous posent en général? - Pourquoi n’ont ils pas souscrits? - ...
  19. 19. 11/ 15 CRO - Tester AB testing & goals (GA) → www.optimizely.com
  20. 20. 12/ 15 CRO - Réduire doutes, hésitations Pour les convaincre, il faut éliminer: •Les processus compliqués et long (formulaire de 10 champs pour avoir un devis) •Les problèmes d’ergonomie (ne comprend pas comment acheter, pas d’infos de contact, etc) •Site anonymes (pas de nom, photo, nr de téléphone, adresse physique, …) •Design amateur et laid •Manque de preuves (juste des déclarations: on est les meilleurs, tout le monde est content, etc) •Manque d’information (chaise, noire, 5000€…) •Peur, incertitudes, doutes (paiement sécurisé, les connaître grâce aux interview et y répondre dans vos pages) •Tout ce qui nuit à la crédibilité (pas de témoignages, etc) •Bruits & distractions •Trop d’options
  21. 21. 13/ 15 UX - Guider (regard et user) Visuel, nav, etc
  22. 22. 14/ 15 UX - Comment vos utilisateurs interagissent avec le site? → https://www.hotjar.com/
  23. 23. 15/ 15 UX - Tester 5 secondes test Scénarios → www.usertesting.com
  24. 24. Thanks ! Questions ? Remarks ? Insults ? @ergonline ergonline.be

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