Audience is King - Landing Page & Usability Design for Increased Conversions

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From my talk on November 14, 2013 for the Vermont Digital Marketing Conference
http://vtwebmarketingsummit.com/

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Audience is King - Landing Page & Usability Design for Increased Conversions

  1. 1. Audience is King Landing Page & Usability Design Vermont Web Marketing Summit November 13, 2013 Kim Krause Berg, Speaker
  2. 2. Kim Krause Berg, Usability and User Interface Analyst Internet Marketing Ninjas Cre8pc.com Cre8asiteforums.com
  3. 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. 4. Our Focus Personalized Experience Pleasing Visuals Ease of Navigation
  5. 5. Personalized Experience Know your web site visitors
  6. 6. 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”
  7. 7. 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
  8. 8. Do No Harm
  9. 9. Incorrect Format
  10. 10. 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
  11. 11. Pleasing Visuals Distractions, Organization, Images, Colors
  12. 12. http://www.colorschemer.com/online.html http://www.joedolson.com/color-contrast-compare.php
  13. 13. 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
  14. 14. 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
  15. 15. Ease of Navigation Sense of Place, Breadcrumbs, Information Architecture
  16. 16. Build a Solid Foundation • Terms • Categories • Breadcrumbs • Fat footer • Text vs. images • Requirements • Task • Sense of Place • Sitemap • Distractions
  17. 17. 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
  18. 18. 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
  19. 19. 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
  20. 20. FREE Download (PDF) www.internetmarketingninjas.com/internetmarketing-ebooks/natural-websiteconversions.html
  21. 21. The Mobile Playbook http://www.themobileplaybook.com
  22. 22. 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

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