INCREASING CONVERSIONS
THROUGH THE
USER EXPERIENCE (UX)
OF CONTENT
@krismausser DIGIA UX Inc.
THE USER EXPERIENCE
OF CONTENT IS
CONTEXT
BRASS TACKS
• ANALYTICS MEAN MORE THAN GOOGLE
• TARGET AUDIENCE IS NOT THE SAME AS USER
THE USER EXPERIENCE
OF CONTENT IS
PLACEMENT
DO SOMETHING!
Courtesy of ClickTale.com
Image Source: http://www.21stsoft.com/web-design-usability-how-to-quick-reference-guide/
69% View Left Half
Of The Page

30% View
Right Half!
Below The Fold?
Only 19.7%
Courtesy of http://conversionxl.com/19-thi...
Courtesy of http://blog.kissmetrics.com/why-the-fold-is-a-myth/
Courtesy of ClickTale.com
Courtesy of http://www.wired.com/design/2013/06/iphone-screens/
#1

Courtesy of GoldSilver.com
#2

Courtesy of GoldSilver.com
#3

Courtesy of GoldSilver.com
Courtesy of GoldSilver.com
Courtesy of GoldSilver.com
© DIGIA UX Inc.
4
1
2
3
BRASS TACKS
• CONTENT IS A CUSTOMER SERVICE
• CONTENT DECISIONS ARE A BALANCING ACT
THE USER EXPERIENCE
OF CONTENT IS
FINDABILITY
Interaction Break
Courtesy of Jakob Nielsen
Source: http://www.nngroup.com/articles/fancy-formatting-looks-like-an-ad/
Courtesy of Nisha Patel
Source: http://slodive.com/web-development/test-call-action-placement-heat-maps/
PUBLISH CONTENT WHERE YOUR CUSTOMERS ARE
LOOKING
BRASS TACKS
• CONTENT IS AFFECTED BY PERCEPTION
• COMPREHENSION IS INFLUENCED BY STRUCTURE
THE USER EXPERIENCE
OF CONTENT IS...
PRIORITIZATION
Content Engagement
Funnel
TASKS

SURFERS

INFORMATION
COMMUNITY
RETAIN

BOOKMARKERS
CUSTOMERS

© DIGIA UX Inc.
Content Engagement
Funnel
TASKS

SURFERS

INFORMATION
COMMUNITY
RETAIN

BOOKMARKERS
CUSTOMERS

© DIGIA UX Inc.
Content Engagement
Funnel
TASKS

SURFERS

INFORMATION
COMMUNITY
RETAIN

BOOKMARKERS
CUSTOMERS

© DIGIA UX Inc.
ALIGN CONTENT WITH EYE TRACKING RESULTS

For practical take-away, see also: Guerrilla Content Strategy for Home Page Conte...
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BRASS TACKS
• THERE ARE 4 KINDS OF CONTENT
• WHERE YOU PLACE THEM MATTERS
THE USER EXPERIENCE
OF CONTENT IS...
THE EXPERIENCE!
See Also: Soul Pancake’s Take a Seat - Make a Friend
Source: http://www.youtube.com/watch?v=HfHV4-N2LxQ
Source: http://www.followtheuxleader.com
©DIGIA UX Inc.
BRASS TACKS
• IT’S NOT ALWAYS ABOUT THE CONTENT
• CONTENT IS MEANT TO BE EXPERIENCED
Alice for iPad
Source: http://www.youtube.com/watch?v=gew68Qj5kxw
CONTENT AFFECTS
EXPERIENCE
&
EXPERIENCE AFFECTS
CONTENT
BOTH AFFECT BUSINESS!
THANK YOU!

@krismausser
DIGIA UX Inc.
http://www.digiaux.com
Blog: http://www.discontentedcompany.com
Increasing Conversions through the User Experience of Content
Increasing Conversions through the User Experience of Content
Increasing Conversions through the User Experience of Content
Increasing Conversions through the User Experience of Content
Increasing Conversions through the User Experience of Content
Increasing Conversions through the User Experience of Content
Increasing Conversions through the User Experience of Content
Increasing Conversions through the User Experience of Content
Increasing Conversions through the User Experience of Content
Increasing Conversions through the User Experience of Content
Increasing Conversions through the User Experience of Content
Increasing Conversions through the User Experience of Content
Increasing Conversions through the User Experience of Content
Increasing Conversions through the User Experience of Content
Increasing Conversions through the User Experience of Content
Increasing Conversions through the User Experience of Content
Increasing Conversions through the User Experience of Content
Increasing Conversions through the User Experience of Content
Increasing Conversions through the User Experience of Content
Increasing Conversions through the User Experience of Content
Increasing Conversions through the User Experience of Content
Increasing Conversions through the User Experience of Content
Increasing Conversions through the User Experience of Content
Increasing Conversions through the User Experience of Content
Increasing Conversions through the User Experience of Content
Increasing Conversions through the User Experience of Content
Increasing Conversions through the User Experience of Content
Increasing Conversions through the User Experience of Content
Increasing Conversions through the User Experience of Content
Increasing Conversions through the User Experience of Content
Increasing Conversions through the User Experience of Content
Increasing Conversions through the User Experience of Content
Increasing Conversions through the User Experience of Content
Increasing Conversions through the User Experience of Content
Increasing Conversions through the User Experience of Content
Increasing Conversions through the User Experience of Content
Increasing Conversions through the User Experience of Content
Increasing Conversions through the User Experience of Content
Increasing Conversions through the User Experience of Content
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Increasing Conversions through the User Experience of Content

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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.

Published in: Technology

Increasing Conversions through the User Experience of Content

  1. 1. INCREASING CONVERSIONS THROUGH THE USER EXPERIENCE (UX) OF CONTENT @krismausser DIGIA UX Inc.
  2. 2. THE USER EXPERIENCE OF CONTENT IS CONTEXT
  3. 3. BRASS TACKS • ANALYTICS MEAN MORE THAN GOOGLE • TARGET AUDIENCE IS NOT THE SAME AS USER
  4. 4. THE USER EXPERIENCE OF CONTENT IS PLACEMENT
  5. 5. DO SOMETHING!
  6. 6. Courtesy of ClickTale.com
  7. 7. Image Source: http://www.21stsoft.com/web-design-usability-how-to-quick-reference-guide/
  8. 8. 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/
  9. 9. Courtesy of http://blog.kissmetrics.com/why-the-fold-is-a-myth/
  10. 10. Courtesy of ClickTale.com
  11. 11. Courtesy of http://www.wired.com/design/2013/06/iphone-screens/
  12. 12. #1 Courtesy of GoldSilver.com
  13. 13. #2 Courtesy of GoldSilver.com
  14. 14. #3 Courtesy of GoldSilver.com
  15. 15. Courtesy of GoldSilver.com
  16. 16. Courtesy of GoldSilver.com
  17. 17. © DIGIA UX Inc.
  18. 18. 4 1 2 3
  19. 19. BRASS TACKS • CONTENT IS A CUSTOMER SERVICE • CONTENT DECISIONS ARE A BALANCING ACT
  20. 20. THE USER EXPERIENCE OF CONTENT IS FINDABILITY
  21. 21. Interaction Break
  22. 22. Courtesy of Jakob Nielsen Source: http://www.nngroup.com/articles/fancy-formatting-looks-like-an-ad/
  23. 23. Courtesy of Nisha Patel Source: http://slodive.com/web-development/test-call-action-placement-heat-maps/
  24. 24. PUBLISH CONTENT WHERE YOUR CUSTOMERS ARE LOOKING
  25. 25. BRASS TACKS • CONTENT IS AFFECTED BY PERCEPTION • COMPREHENSION IS INFLUENCED BY STRUCTURE
  26. 26. THE USER EXPERIENCE OF CONTENT IS... PRIORITIZATION
  27. 27. Content Engagement Funnel TASKS SURFERS INFORMATION COMMUNITY RETAIN BOOKMARKERS CUSTOMERS © DIGIA UX Inc.
  28. 28. Content Engagement Funnel TASKS SURFERS INFORMATION COMMUNITY RETAIN BOOKMARKERS CUSTOMERS © DIGIA UX Inc.
  29. 29. Content Engagement Funnel TASKS SURFERS INFORMATION COMMUNITY RETAIN BOOKMARKERS CUSTOMERS © DIGIA UX Inc.
  30. 30. 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/
  31. 31. Task Info Info Info Info Info Info Retain Retain Retain Retain Retain Task Task Info
  32. 32. Task Info Info Info Info Info Info Retain Retain Retain Retain Retain Task Task Info
  33. 33. Task Info Info Info Info Info Info Retain Retain Retain Retain Retain Task Task Info
  34. 34. Task Info Info Info Info Info Info Retain Retain Retain Retain Retain Task Task Info
  35. 35. Task Info Info Info Info Info Info Retain Retain Retain Retain Retain Task Task Info
  36. 36. Task Task Task Task Task Task
  37. 37. Task Task Info Info Task Task Task Task Info
  38. 38. Task Task Info Info Task Task Task Task Info Retain
  39. 39. Task Task Info Info Task Task Task Task Info Retain
  40. 40. BRASS TACKS • THERE ARE 4 KINDS OF CONTENT • WHERE YOU PLACE THEM MATTERS
  41. 41. THE USER EXPERIENCE OF CONTENT IS... THE EXPERIENCE!
  42. 42. See Also: Soul Pancake’s Take a Seat - Make a Friend Source: http://www.youtube.com/watch?v=HfHV4-N2LxQ
  43. 43. Source: http://www.followtheuxleader.com ©DIGIA UX Inc.
  44. 44. BRASS TACKS • IT’S NOT ALWAYS ABOUT THE CONTENT • CONTENT IS MEANT TO BE EXPERIENCED
  45. 45. Alice for iPad Source: http://www.youtube.com/watch?v=gew68Qj5kxw
  46. 46. CONTENT AFFECTS EXPERIENCE & EXPERIENCE AFFECTS CONTENT
  47. 47. BOTH AFFECT BUSINESS!
  48. 48. THANK YOU! @krismausser DIGIA UX Inc. http://www.digiaux.com Blog: http://www.discontentedcompany.com

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