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The Internet is People! Optimising for User Experience

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It's important to rank #1 in Google, right? But what if the #1 result takes you to a home page that leads you down a rabbit warren of choices instead of the content you’re really trying to find right now? The experience of wading through information you know – or aren’t ready for – would be unpleasant at best and you’ll probably go back to the SERPs to try again.

Measuring user engagement and getting really forensic on your website's ass is essential. We will walk through the best tools & techniques for studying your users’ on-site behaviour as they get nudged through the various stages of their online journey.

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The Internet is People! Optimising for User Experience

  1. 1. @WojKwasi #BigDigitalADL
  2. 2. Hi, I’m Woj Kwasi 18 years experience • Web Development • Search Engine Optimisation • Online Marketing Entrepreneur Head Honcho: • Kwasi Studios • Often found helping clients
  3. 3. Robots & Humans https://uxdelante.com/2011/05/16/using-robot-personas-for-better-seo/
  4. 4. Follow along at: @WojKwasi #BigDigitalADL
  5. 5. * Brands mentioned in this presentation rock! They took the initiative to see how users behave on their websites so they can improve their experience.
  6. 6. https://au.marketo.com/ebooks/website-and-seo-for-lead-generation/
  7. 7. http://www.adweek.com/socialtimes/81-shoppers-conduct-online-research-making-purchase-infographic/208527
  8. 8. http://www.adweek.com/socialtimes/81-shoppers-conduct-online-research-making-purchase-infographic/208527
  9. 9. 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
  10. 10. * What you are about to witness may shock you
  11. 11. SERPs for “bus shelter advertising”
  12. 12. Which of these will provide a better UX? A B
  13. 13. Which of these will provide a better UX? A B
  14. 14. Let’s visit A A
  15. 15. Let’s visit A A
  16. 16. 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.
  17. 17. Poor User Experience
  18. 18. And If your internal search can’t find what you’re looking for…
  19. 19. We’ve Got Problems!
  20. 20. This was part of a real study
  21. 21. The term “bus shelter advertising” was not used anywhere on the site
  22. 22. Because they use their own terminology
  23. 23. Because they use their own terminology
  24. 24. Because they use their own terminology
  25. 25. As a result… the user pogo-sticks back to the SERPs https://moz.com/blog/solving-the-pogo-stick-problem-whiteboard-friday
  26. 26. Drop the internal lingo
  27. 27. Think about the user
  28. 28. Let’s visit B B
  29. 29. Contextually relevant landing page
  30. 30. Great user experience = Happy
  31. 31. There’s a whole bunch of tools out there
  32. 32. Full Story https://www.fullstory.com
  33. 33. Hotjar https://www.hotjar.com/
  34. 34. Mouseflow https://mouseflow.com/
  35. 35. Inspectlet http://www.inspectlet.com/
  36. 36. Crazy Egg http://www.crazyegg.com/
  37. 37. Lucky Orange http://luckyorange.com/
  38. 38. A few interesting things we found during our tests
  39. 39. 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
  40. 40. 1. Don’t just beat your chest… Think about what the user wants. This isn’t what your business makes This isUSER PRODUCT EXPERIENCE
  41. 41. 1. Don’t just beat your chest… Think about what the user wants. PRODUCT
  42. 42. 1. Don’t just beat your chest… Think about what the user wants. EXPERIENCE
  43. 43. All users care about is “what’s in it for me?”
  44. 44. 2. Web devs sometimes build features only used by web devs. MEGA MENU
  45. 45. 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
  46. 46. 2. Web devs sometimes build features only used by web devs. Desktop Users And a lot of clicks to close it!
  47. 47. 2. Web devs sometimes build features only used by web devs. Mobile Users
  48. 48. 3. Underutilised Real Estate
  49. 49. Most popular categories
  50. 50. 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
  51. 51. 3. Utilised Real Estate
  52. 52. 4. Sliders… don’t really get used
  53. 53. 5. Home page below the fold generally gets ignored
  54. 54. 6. Your mobile experience sucks!
  55. 55. 7. We can see results clearly
  56. 56. 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!?
  57. 57. 7. We can see results clearly
  58. 58. 7. We can see results clearly Decluttered this area Moved FREE SHIPPING note
  59. 59. 7. We can see results clearly
  60. 60. 7. We can see results clearly Made the Real Estate Wider Made everything obvious!
  61. 61. Remember this? This isn’t what your business makes This is USER PRODUCT EXPERIENCE
  62. 62. How about we apply this to content? USER CONTENT EXPERIENCE+ =
  63. 63. Is the content contextual to the user journey?
  64. 64. Are they a stranger? S T R A N G E R C U S T O M E R
  65. 65. http://sethgodin.typepad.com/seths_blog/2012/11/free-coffee-next-exit.html
  66. 66. 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
  67. 67. 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
  68. 68. 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
  69. 69. Create content for each stage & increase the chances of converting a stranger to a customer S T R A N G E R C U S T O M E R ISSUE FIX DEAL
  70. 70. 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
  71. 71. Here’s how the user journey may start
  72. 72. 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
  73. 73. 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
  74. 74. 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
  75. 75. 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…
  76. 76. 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
  77. 77. 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
  78. 78. 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
  79. 79. 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
  80. 80. 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
  81. 81. S T R A N G E R C U S T O M E R ISSUE FIX DEAL Happy days – now rinse & repeat
  82. 82. S T R A N G E R C U S T O M E R ISSUE FIX DEAL Mix up with different marketing channels
  83. 83. * You can do this
  84. 84. 1. Users should guide website decisions
  85. 85. 2. Select your tool of choice
  86. 86. 3. Test, measure, learn & build
  87. 87. 4. Make things obvious
  88. 88. 5. Match content to the user journey stage
  89. 89. 6. Nurture them through the stages
  90. 90. 7. Map all your channels
  91. 91. 8. Get more deals
  92. 92. @WojKwasi #BigDigitalADL http://kwasi.co/woj16ux

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