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@WojKwasi #BigDigitalADL
Hi, I’m Woj Kwasi
18 years experience
• Web Development
• Search Engine Optimisation
• Online Marketing
Entrepreneur
Head Honcho:
• Kwasi Studios
• Often found helping clients
Robots & Humans
https://uxdelante.com/2011/05/16/using-robot-personas-for-better-seo/
Follow along at:
@WojKwasi #BigDigitalADL
* Brands mentioned in this presentation rock!
They took the initiative to see how users behave
on their websites so they can improve their
experience.
https://au.marketo.com/ebooks/website-and-seo-for-lead-generation/
The Internet is People! Optimising for User Experience
http://www.adweek.com/socialtimes/81-shoppers-conduct-online-research-making-purchase-infographic/208527
http://www.adweek.com/socialtimes/81-shoppers-conduct-online-research-making-purchase-infographic/208527
We’ll look at:
1. A user journey example
2. Some tools to help you track them
3. Interesting observations we found during our tests
4. How we can focus our content to be contextual to the user
experience
5. How to nurture the user through their journey
* What you are about to witness may shock you
SERPs for “bus shelter advertising”
Which of these will provide a better UX?
A
B
Which of these will provide a better UX?
A
B
Let’s visit A
A
Let’s visit A
A
The Internet is People! Optimising for User Experience
What happened?
1. Landed on the home page
2. Manually navigated from page to page
3. Did an internal search for “bus shelter
advertising” with no results found.
4. They left.
Poor
User
Experience
The Internet is People! Optimising for User Experience
And If your internal search can’t find what you’re looking for…
We’ve Got
Problems!
This was part of a real study
The term “bus shelter advertising” was
not used anywhere on the site
The Internet is People! Optimising for User Experience
Because they use their own terminology
Because they use their own terminology
Because they use their own terminology
As a result… the user
pogo-sticks back to the SERPs
https://moz.com/blog/solving-the-pogo-stick-problem-whiteboard-friday
Drop the internal lingo
Think about the user
Let’s visit B
B
Contextually relevant landing page
Great user experience = Happy
The Internet is People! Optimising for User Experience
There’s a whole bunch of tools out there
Full Story
https://www.fullstory.com
Hotjar
https://www.hotjar.com/
Mouseflow
https://mouseflow.com/
Inspectlet
http://www.inspectlet.com/
Crazy Egg
http://www.crazyegg.com/
Lucky Orange
http://luckyorange.com/
A few interesting things we found during our tests
1. Don’t just beat your chest…
Think about what the user wants.
https://www.useronboard.com/features-vs-benefits/
This isn’t what your business makes
This is
1. Don’t just beat your chest…
Think about what the user wants.
This isn’t what your business makes
This isUSER PRODUCT EXPERIENCE
1. Don’t just beat your chest…
Think about what the user wants.
PRODUCT
1. Don’t just beat your chest…
Think about what the user wants.
EXPERIENCE
All users care about is “what’s in it for me?”
2. Web devs sometimes build features
only used by web devs.
MEGA MENU
2. Web devs sometimes build features
only used by web devs.
Only 3% of clicks went to MEGA MENU,
yet it takes up 50% of the source code
2. Web devs sometimes build features
only used by web devs.
Desktop Users
And a lot of clicks to close it!
2. Web devs sometimes build features
only used by web devs.
Mobile Users
3. Underutilised Real Estate
Most popular categories
SEO Visibility: Awesome; UX: Sucked!
• Search Engine Visibility: Ahead of the Competition
• User Experience Level: Frustrating
• 250 x Duplicate Page Titles
• 2,300+ x Duplicate Content Pages
• 2,595 x Duplicate Meta Descriptions
• 2,583 x Missing H1 Tags
• 2,539 x Dynamic URLs
• 2,334 x URLs with underscores
• Robots.txt – needs to be updated
• Sitemap – Not available, needs to be created
• Webmaster Tools – 107 x 4xx errors + message from Google: update Joomla version to avoid potential threat to
site users & hacking possibilities.
• Indexed Pages vs. Site URLs – 1,770 vs. 2,653
• All signs point to rebuild site
3. Utilised Real Estate
4. Sliders… don’t really get used
5. Home page below the fold generally gets ignored
6. Your mobile experience sucks!
7. We can see results clearly
7. We can see results clearly
Why are people clicking on the logo that
takes you to the home page when they
are already on the home page – gosh,
they must really be confused!?
7. We can see results clearly
7. We can see results clearly
Decluttered this area
Moved FREE SHIPPING note
7. We can see results clearly
7. We can see results clearly
Made the Real Estate Wider
Made everything obvious!
Remember this?
This isn’t what your business makes
This is
USER PRODUCT EXPERIENCE
How about we apply this to content?
USER CONTENT EXPERIENCE+ =
Is the content contextual to the user journey?
Are they a stranger?
S
T
R
A
N
G
E
R
C
U
S
T
O
M
E
R
http://sethgodin.typepad.com/seths_blog/2012/11/free-coffee-next-exit.html
Do they have an issue they need addressed?
S
T
R
A
N
G
E
R
C
U
S
T
O
M
E
R
ISSUE
Have they clearly defined the issue and given a
name to their need?
S
T
R
A
N
G
E
R
C
U
S
T
O
M
E
R
ISSUE FIX
Have they decided on the fix and are ready to
make a deal?
S
T
R
A
N
G
E
R
C
U
S
T
O
M
E
R
ISSUE FIX DEAL
Create content for each stage & increase the
chances of converting a stranger to a customer
S
T
R
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E
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C
U
S
T
O
M
E
R
ISSUE FIX DEAL
Keywords, content & landing pages need to be
broken into these stages
Stage Description Keywords Content Landing Pages
Issue I have a sore back
sore back, lower back
pain, back pain
causes, severe back
pain
9 Reasons Why You May
Have a Sore Back
/9-reasons-sore-back
Fix
I want something
that will stop my
back from being sore
how to stop sore back,
cure back pain, back
pain exercises
Different Types of Cures
for Back Pain
/back-pain-cures
Deal
I need some pain
relief medicine
back pain relief
medicine
Pain Relief Medicine for
Back Pain
/back-pain-medicine
The Internet is People! Optimising for User Experience
Here’s how the user journey may start
Here’s a simple workflow you can apply
ISSUE FIX DEAL
9 Reasons Why You May
Have a Sore Back
Different Types of Cures for
Back Pain
Pain Relief Medicine for
Back Pain
Users can come in at any stage
9 Reasons Why You May
Have a Sore Back
Different Types of Cures for
Back Pain
Pain Relief Medicine for
Back Pain
Another workflow using content + email
User visits blog,
subscribes
Welcome/thank
you email
User visits
Product page
Product features
email
User visits
Features page
Related blog
content email
User reads blog
post
Benefits to
Users email
Case study
email
User visits Case
Study LP
Product sale
email
Case study email
(features emphasis)
No click
No clickNo click
S
T
R
A
N
G
E
R
C
U
S
T
O
M
E
R
ISSUE
FIX
DEAL
Here’s the game we’re playing…
S
T
R
A
N
G
E
R
C
U
S
T
O
M
E
R
ISSUE
FIX
DEAL
The boat represents a marketing channel
S
T
R
A
N
G
E
R
C
U
S
T
O
M
E
R
ISSUE
FIX
DEAL
We go from Stranger Island to Issue Island
S
T
R
A
N
G
E
R
C
U
S
T
O
M
E
R
ISSUE
FIX
DEAL
Then from Issue Island to Fix Island
S
T
R
A
N
G
E
R
C
U
S
T
O
M
E
R
ISSUE
FIX
DEAL
Next from Fix Island to Deal Island
S
T
R
A
N
G
E
R
C
U
S
T
O
M
E
R
ISSUE
FIX
DEAL
And then we transfer to Treasure Customer Island
S
T
R
A
N
G
E
R
C
U
S
T
O
M
E
R
ISSUE
FIX
DEAL
Happy days – now rinse & repeat
S
T
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A
N
G
E
R
C
U
S
T
O
M
E
R
ISSUE
FIX
DEAL
Mix up with different marketing channels
* You can do this
1. Users should guide website decisions
2. Select your tool of choice
3. Test, measure, learn & build
4. Make things obvious
5. Match content to the user journey stage
6. Nurture them through the stages
7. Map all your channels
8. Get more deals
@WojKwasi #BigDigitalADL http://kwasi.co/woj16ux

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The Internet is People! Optimising for User Experience