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.

1. @WojKwasi #BigDigitalADL

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. Robots & Humans
https://uxdelante.com/2011/05/16/using-robot-personas-for-better-seo/

4. Follow along at:
@WojKwasi #BigDigitalADL

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. https://au.marketo.com/ebooks/website-and-seo-for-lead-generation/

8. http://www.adweek.com/socialtimes/81-shoppers-conduct-online-research-making-purchase-infographic/208527

9. http://www.adweek.com/socialtimes/81-shoppers-conduct-online-research-making-purchase-infographic/208527

10. 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

11. * What you are about to witness may shock you

12. SERPs for “bus shelter advertising”

13. Which of these will provide a better UX?
A
B

14. Which of these will provide a better UX?
A
B

15. Let’s visit A
A

16. Let’s visit A
A

18. 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.

19. Poor
User
Experience

21. And If your internal search can’t find what you’re looking for…

22. We’ve Got
Problems!

23. This was part of a real study

24. The term “bus shelter advertising” was
not used anywhere on the site

26. Because they use their own terminology

27. Because they use their own terminology

28. Because they use their own terminology

29. As a result… the user
pogo-sticks back to the SERPs
https://moz.com/blog/solving-the-pogo-stick-problem-whiteboard-friday

30. Drop the internal lingo

31. Think about the user

32. Let’s visit B
B

33. Contextually relevant landing page

34. Great user experience = Happy

36. There’s a whole bunch of tools out there

37. Full Story
https://www.fullstory.com

38. Hotjar
https://www.hotjar.com/

39. Mouseflow
https://mouseflow.com/

40. Inspectlet
http://www.inspectlet.com/

41. Crazy Egg
http://www.crazyegg.com/

42. Lucky Orange
http://luckyorange.com/

43. A few interesting things we found during our tests

44. 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

45. 1. Don’t just beat your chest…
Think about what the user wants.
This isn’t what your business makes
This isUSER PRODUCT EXPERIENCE

46. 1. Don’t just beat your chest…
Think about what the user wants.
PRODUCT

47. 1. Don’t just beat your chest…
Think about what the user wants.
EXPERIENCE

48. All users care about is “what’s in it for me?”

49. 2. Web devs sometimes build features
only used by web devs.
MEGA MENU

50. 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

51. 2. Web devs sometimes build features
only used by web devs.
Desktop Users
And a lot of clicks to close it!

52. 2. Web devs sometimes build features
only used by web devs.
Mobile Users

53. 3. Underutilised Real Estate

54. Most popular categories

55. 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

56. 3. Utilised Real Estate

57. 4. Sliders… don’t really get used

58. 5. Home page below the fold generally gets ignored

59. 6. Your mobile experience sucks!

60. 7. We can see results clearly

61. 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!?

62. 7. We can see results clearly

63. 7. We can see results clearly
Decluttered this area
Moved FREE SHIPPING note

64. 7. We can see results clearly

65. 7. We can see results clearly
Made the Real Estate Wider
Made everything obvious!

66. Remember this?
This isn’t what your business makes
This is
USER PRODUCT EXPERIENCE

67. How about we apply this to content?
USER CONTENT EXPERIENCE+ =

68. Is the content contextual to the user journey?

69. Are they a stranger?
S
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R

70. http://sethgodin.typepad.com/seths_blog/2012/11/free-coffee-next-exit.html

71. Do they have an issue they need addressed?
S
T
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N
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C
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M
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ISSUE

72. Have they clearly defined the issue and given a
name to their need?
S
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C
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M
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R
ISSUE FIX

73. Have they decided on the fix and are ready to
make a deal?
S
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ISSUE FIX DEAL

74. Create content for each stage & increase the
chances of converting a stranger to a customer
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ISSUE FIX DEAL

75. 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

77. Here’s how the user journey may start

78. 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

79. 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

80. 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

81. S
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ISSUE
FIX
DEAL
Here’s the game we’re playing…

82. S
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ISSUE
FIX
DEAL
The boat represents a marketing channel

83. S
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ISSUE
FIX
DEAL
We go from Stranger Island to Issue Island

84. S
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ISSUE
FIX
DEAL
Then from Issue Island to Fix Island

85. S
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ISSUE
FIX
DEAL
Next from Fix Island to Deal Island

86. S
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ISSUE
FIX
DEAL
And then we transfer to Treasure Customer Island

87. S
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ISSUE
FIX
DEAL
Happy days – now rinse & repeat

88. S
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ISSUE
FIX
DEAL
Mix up with different marketing channels

89. * You can do this

90. 1. Users should guide website decisions

91. 2. Select your tool of choice

92. 3. Test, measure, learn & build

93. 4. Make things obvious

94. 5. Match content to the user journey stage

95. 6. Nurture them through the stages

96. 7. Map all your channels

97. 8. Get more deals

98. @WojKwasi #BigDigitalADL http://kwasi.co/woj16ux