SoMeT presentation

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SoMeT presentation

  1. 1. WHY YOUR WEBSITE SUCKS Andy Hayes @andrewghayes bit.ly/StopTheSuck Or, “Does Your Web Site Actually Help Your Tourism Business?”
  2. 2. IN THE NEXT HOUR… Two goals: understand what “effective” means in website terms how to improve the experience your Ideal Visitors have.
  3. 3. WORLD’S WORST WEBSITE
  4. 4. WEB USABILITY – “WEBSITE EXPERIENCE” Making it effortless for an Ideal Reader to do whatever it is they came to your site to do. What are you trying to achieve?
  5. 5. ATTENTION SPAN Convince me in 3 seconds or less.  What would someone say about your site after…  3 seconds  15 seconds RT @andrewghayes 90% of Travel Websites have too much “crap.” #SoMeT
  6. 6. MOST COMPANIES’ IDEAL VISITOR  Body Text here  Body Text here  This is a test  123 Photo by PatrickQ
  7. 7. WHO’S YOUR IDEAL VISITOR?  Body Text here  Body Text here  This is a test  123 Photo by PatrickQ “persona”
  8. 8. PERSONAS Important for all marketing activities – SEO, usability, content… Common Mistake: Include attributes, not just demographics!
  9. 9. TIP: ASK PEOPLE TO SELF IDENTIFY  People do not mind self identifying to filter their choices. PERSONALIZE
  10. 10. BIGGEST PROBLEM WITH MOST TOURISM SITES?  They’re unorganized.  Resist the urge to present all of the choices, all of the time. Too many Choices = User Chooses None  Hard to Read / Cluttered Menus, Navigation or Layout = Deal Killer  Web 3.0: Don’t be interactive for interactive’s sake. What’s in it for me, your visitor?
  11. 11. FEEDBACK RT @andrewghayes: 80% of your website’s problems can solved by asking for feedback. #SoMeT Random Fact: You’ll get different feedback from locals versus visitors. (Locals will invariably be more critical.)
  12. 12. GETTING FEEDBACK Specificity Cost
  13. 13. SURVEYS Do NOT Overengineer The best survey is a text email: What works? What doesn’t? Google Forms, 4qsurvey.com, kissinsights.com NO POPUPS!
  14. 14. FOCUS GROUPS Get a few of your past visitors together and chat. Could be virtual, or what about real life if you can? Do what works for you – there is no formula!
  15. 15. TESTING You don’t need expensive labs or equipment. Test Internet novices vs experts, new readers vs regular readers. Do It Yourself, or: whatuserdo.com, feedbackarmy.com, fiverr.com, userfly.com, fivesecondtest.com
  16. 16. MEASURING If you aren’t measuring it, you can’t improve it. Pick one thing and work on it for a month. Use a simple tracking document OUTSIDE analytics.
  17. 17. TWEAKS How to improve? Again, one thing at a time…
  18. 18. HEADERS AND HOMEPAGES Used to be the homepage was important, but now every page is an entry point. Every page must answer:  What is this place?  Can you solve my problem?  Can I trust you?  What is the next step?
  19. 19. GET AN EDGE It’s not about what’s above-the-fold, but what is on the fold…
  20. 20. ABOUT & PICTURES OF PEOPLE People like to do business with people. Speaking of which, how’s your about page? RT @andrewghayes Not-so-secret tourism marketing tool: pictures of people enjoying your destination. #SoMeT
  21. 21. ARE YOU OFFICIAL? If you’re an “official” body, say so – it adds credibility. If you’re not official, don’t say so, but do highlight:  certifications  affiliations  awards Prove you’re not a spammer!
  22. 22. OTHER COMMON MISTAKES × Fonts Too Small (14 pt is minimum) × Distracting Widgets × Poorly designed / unorganised menus × Not catering for both visitors that are familiar with your destination and ones that aren’t × Not warning people when they’ll be leaving your site (text/visual clues can help)
  23. 23. CLOSING THOUGHT Great businesses are obsessed about their visitors. Are you obsessed?
  24. 24. Q & A TIME!  Got a question? Email/Tweet me. I’d love to hear from you: @andrewghayes andy@TravelOnlinePartners.com bit.ly/StopTheSuck

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