1. Audience is King Landing Page &
Usability Design
Vermont Web Marketing Summit
November 13, 2013
Kim Krause Berg, Speaker

2. Kim Krause Berg, Usability
and User Interface Analyst
Internet Marketing Ninjas
Cre8pc.com
Cre8asiteforums.com

3. Every Web Page Is a Gem
Usability
User Interface
• Findability
• Understandability
• Readability
• Searchability
• Accessibility
• Layout
• Considerations for all devices
• Users
• Information architecture
• Navigation
• Forms and applications

4. Our Focus
Personalized Experience
Pleasing Visuals
Ease of Navigation

5. Personalized Experience
Know your web site visitors

10. Know how your
visitors are looking
for your products.
“new fringe boot styles”
“unique fringe boots”
“western look fringe boots”
“low heeled leather and
fringe boots”

11. How to Create a Personalized
Experience
Search Engines
User Interface
• Title tag
• Meta description
• Image captions
• Establish trust – Meet
expectations
• Get social - Pin
• Use terms your visitors use
• Show respect
• Design for your target visitors
• Create tasks for different
segments and needs
• Ratings, feedback

12. Do No Harm

16. Incorrect Format

17. Do No Harm = Respect for Visitors
• Interpersonal: loss of dignity,
insult, humility
Ex. Target sued by Assoc. for Blind
Accessibility for special needs
users
• Psychological: confusion,
discomfort, frustration, boredom Ex. Most websites

18. Pleasing Visuals
Distractions, Organization, Images, Colors

21. http://www.colorschemer.com/online.html
http://www.joedolson.com/color-contrast-compare.php

25. Sliders
They won’t work on all
devices.
Accessibility
Auto vs. manual
More than one on a page
Conversions
Not a good choice for PPC

26. Pleasing Visuals = Landing Page
Conversions
• Content layout - scanning
• Image quality – details
• Color contrasts
• Make it easy to find tasks
• Use bullet points
• Short sentences
• Organization
• Avoid distractions

27. Ease of Navigation
Sense of Place, Breadcrumbs, Information Architecture

28. Build a Solid Foundation
• Terms
• Categories
• Breadcrumbs
• Fat footer
• Text vs. images
• Requirements
• Task
• Sense of Place
• Sitemap
• Distractions

36. Landing Pages Guide Visitors
• Make text and links different
• Order navigation by user needs
• Add verbs to global navigation
• Use breadcrumb navigation
• Create hubs (categories)
• Avoid click here
• Use buttons
• Alternative navigation
• Colors
• Fonts
• Terms
• Sense of place
• Alt attributes

37. Persuasive Design Guidelines
• Choose terms your visitors
understand
• Test colors for color contrast issues
• Create tasks based on user needs
• Explain. Provide details. Warn.
Provide feedback.
• No distractions
• Avoid fads
• Never hide your money maker calls
to action
Books:
• About Face, Alan Cooper
• Ecom Hell, Shirley Tan
• Don’t Make Me Think, Steve Krug
Anything by Tim Ash, Bryan
Eisenberg, Roger Dooley, Shari
Thurow, Susan Weinschenk, Peter
Morville, Luke Wroblewski, Jacob
Nielsen, Jared Spool

38. Conversions Design
• Understand your visitors’ goals and motivations
• “Economy of form”, using less to accomplish more
• Remove the mystery
• Establish trust
• Build your brand http://www.cre8asiteforums.com/2013/11/11/look-to-the-past-forlessons-on-establishing-personal-brand/
• Don’t hide your top tasks

39. FREE Download (PDF)
www.internetmarketingninjas.com/internetmarketing-ebooks/natural-websiteconversions.html

40. The Mobile Playbook
http://www.themobileplaybook.com

41. Find Kim Krause Berg
• Internetmarketingninjas.com
Usability, Conversions, Shopping Cart, Software Application, Mobile,
Accessibility Testing.com
• https://twitter.com/kim_cre8pc
• https://www.facebook.com/cre8pc
• Cre8asiteforums.com