Increasing Conversions through the User Experience of Content
Originally Presented: 2013 MIMA Summit, October 2013 http://2013.mimasummit.org/session/increasing-conversions-through-the-user-experience-of-content/ The key to any successful content strategy is in setting objectives, analyzing results and making refinements to better align the two. Yet many organizations treat content analysis as an after-thought, or worse, a simple exercise in Google Analytics. As such, they never realize the maximum return on investment for either their content or its strategy. In this interactive presentation, Kris demonstrated through case studies and do-it-yourself techniques how a content strategy that incorporates user experience principles to analyze and modify content can achieve more successful messaging, stronger calls to action, and higher conversion rates for both web and mobile.
Recommended
Recommended
More Related Content
Similar to Increasing Conversions through the User Experience of Content
Similar to Increasing Conversions through the User Experience of Content (20)
Recently uploaded
Recently uploaded (20)
Increasing Conversions through the User Experience of Content
- 1. INCREASING CONVERSIONS THROUGH THE USER EXPERIENCE (UX) OF CONTENT @krismausser DIGIA UX Inc.
- 12. THE USER EXPERIENCE OF CONTENT IS CONTEXT
- 18. BRASS TACKS • ANALYTICS MEAN MORE THAN GOOGLE • TARGET AUDIENCE IS NOT THE SAME AS USER
- 19. THE USER EXPERIENCE OF CONTENT IS PLACEMENT
- 20. DO SOMETHING!
- 23. 69% View Left Half Of The Page 30% View Right Half! Below The Fold? Only 19.7% Courtesy of http://conversionxl.com/19-things-we-can-learn-from-numerous-heatmap-tests/
- 41. © DIGIA UX Inc.
- 42. 4 1 2 3
- 43. BRASS TACKS • CONTENT IS A CUSTOMER SERVICE • CONTENT DECISIONS ARE A BALANCING ACT
- 44. THE USER EXPERIENCE OF CONTENT IS FINDABILITY
- 48. Courtesy of Jakob Nielsen Source: http://www.nngroup.com/articles/fancy-formatting-looks-like-an-ad/
- 49. Courtesy of Nisha Patel Source: http://slodive.com/web-development/test-call-action-placement-heat-maps/
- 50. PUBLISH CONTENT WHERE YOUR CUSTOMERS ARE LOOKING
- 56. BRASS TACKS • CONTENT IS AFFECTED BY PERCEPTION • COMPREHENSION IS INFLUENCED BY STRUCTURE
- 57. THE USER EXPERIENCE OF CONTENT IS... PRIORITIZATION
- 58. Content Engagement Funnel TASKS SURFERS INFORMATION COMMUNITY RETAIN BOOKMARKERS CUSTOMERS © DIGIA UX Inc.
- 59. Content Engagement Funnel TASKS SURFERS INFORMATION COMMUNITY RETAIN BOOKMARKERS CUSTOMERS © DIGIA UX Inc.
- 60. Content Engagement Funnel TASKS SURFERS INFORMATION COMMUNITY RETAIN BOOKMARKERS CUSTOMERS © DIGIA UX Inc.
- 62. ALIGN CONTENT WITH EYE TRACKING RESULTS For practical take-away, see also: Guerrilla Content Strategy for Home Page Content Source: http://discontentedcompany.com/2013/02/28/guerrilla-content-strategy-for-homepage-content/
- 75. BRASS TACKS • THERE ARE 4 KINDS OF CONTENT • WHERE YOU PLACE THEM MATTERS
- 76. THE USER EXPERIENCE OF CONTENT IS... THE EXPERIENCE!
- 77. See Also: Soul Pancake’s Take a Seat - Make a Friend Source: http://www.youtube.com/watch?v=HfHV4-N2LxQ
- 81. BRASS TACKS • IT’S NOT ALWAYS ABOUT THE CONTENT • CONTENT IS MEANT TO BE EXPERIENCED
- 82. Alice for iPad Source: http://www.youtube.com/watch?v=gew68Qj5kxw
- 87. THANK YOU! @krismausser DIGIA UX Inc. http://www.digiaux.com Blog: http://www.discontentedcompany.com