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Information Architecture Overview, Calls to Action & Case Studies

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Overview of some key precepts in information architecture, looks at calls to action design, web2.0 design patterns, ecommerce sales funnels

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Information Architecture Overview, Calls to Action & Case Studies

  1. 1. <ul><li>Design, Info Architecture & Calls to Action </li></ul><ul><li>Case Studies </li></ul>
  2. 2. Design Examples from Save The Pixel by Ben Hunt http://www.savethepixel.org/
  3. 4. Clear Layout
  4. 6. De-cluttered Logical Flow
  5. 8. Demonstrate clear Call to Action
  6. 10. Obvious Benefits
  7. 12. Appropriate Channel Design
  8. 14. Clear and Intuitive Messages
  9. 16. <ul><li>eCommerce Case Study </li></ul><ul><li>Wiltshire Farm </li></ul>
  10. 17. Case Study: Wiltshire Farm Foods
  11. 22. Key Take-Aways <ul><li>Remove Clutter – focus on key goals all the time </li></ul><ul><ul><li>Remove any obstacles </li></ul></ul><ul><li>Provide lots of visual feedback </li></ul><ul><ul><li>Users know that actions have been successful </li></ul></ul><ul><li>Adhere to affordance rules – make them obvious </li></ul><ul><ul><li>Big Buttons, Clear Large Links </li></ul></ul><ul><li>Anticipate and Answer questions upfront </li></ul><ul><ul><li>Embed as part of user experience </li></ul></ul><ul><li>Knit USPs in copy and images of site </li></ul><ul><ul><li>Emphasise all your differentiators </li></ul></ul>
  12. 23. Website Optimisation <ul><li>Dynamically Testi key elements of site </li></ul><ul><ul><li>Test Copy, Calls to Action, Images, Placement </li></ul></ul><ul><ul><li>The $300,000,000 Button </li></ul></ul><ul><li>Both Split (A/B) and Multi-Variate Test </li></ul><ul><ul><li>Google Website Optimiser or Proprietary tools </li></ul></ul><ul><li>Define and set up conversion points </li></ul><ul><ul><li>Need to track and measure user actions </li></ul></ul><ul><li>Clear calls to action significantly augment optimisation goals </li></ul><ul><ul><li>Don’t force user to think – TELL THEM WHAT TO DO </li></ul></ul>
  13. 24. Test Process <ul><li>Never stop testing and tracking user actions on website </li></ul><ul><ul><li>A/B Split Testing </li></ul></ul><ul><ul><ul><li>Define specific site goals (sale, sign-up etc..) </li></ul></ul></ul><ul><ul><ul><li>Test two specific pages (typically high volume landing pages) </li></ul></ul></ul><ul><ul><ul><li>Commercial tools (Vertster) or Google Optimiser </li></ul></ul></ul><ul><ul><ul><li>Monitor which test is performing better </li></ul></ul></ul><ul><ul><ul><li>Use Variable rate or throttle testing to vary the percentage of traffic that gets routed to the various pages </li></ul></ul></ul><ul><ul><li>Multi-Variate testing </li></ul></ul><ul><ul><ul><li>Enables variable testing of elements within single pages </li></ul></ul></ul><ul><ul><ul><li>D ifferent copy text, form layouts and even landing page images and background colours together </li></ul></ul></ul><ul><ul><ul><li>Track combinations that achieve predetermined goals </li></ul></ul></ul>
  14. 25. Sales Funnels
  15. 26. Boden
  16. 31. Micks Garage
  17. 37. Amazon Funnel
  18. 43. Amazon Cart Functions
  19. 44. <ul><li>Sales Funnel Specifics </li></ul>
  20. 45. Managing the Sales Funnel <ul><li>Methods of acquisition </li></ul><ul><ul><li>PPC Ads, SEO, Video, Email, LeagGen, Affiliate Marketing, Offer based, etc. </li></ul></ul><ul><li>Once there – what’s important? </li></ul><ul><ul><li>Prove you can Add Value </li></ul></ul><ul><li>Qualify Leads with intent </li></ul><ul><ul><li>You want users who are amenable to your message – Its ok for users to self-select opt out </li></ul></ul><ul><li>Monetise towards latter end of the Funnel </li></ul><ul><ul><li>After user sees value and expresses intent </li></ul></ul><ul><ul><li>Push low-cost options in the middle of funnel </li></ul></ul><ul><ul><li>High cost ones at the end of your funnel </li></ul></ul>
  21. 46. Customer Lifecycle <ul><li>Understand the customer lifecycle </li></ul><ul><ul><li>The various stages of a customer over a timer period </li></ul></ul><ul><ul><li>Create indicators to track their intent </li></ul></ul><ul><ul><li>As they begin to move lag – make sure you target them </li></ul></ul><ul><li>Identify high repeat behaviour </li></ul><ul><ul><li>Identify a common characteristic – and track this </li></ul></ul><ul><ul><ul><li>e.g. have visited more than 3 time and purchase </li></ul></ul></ul><ul><li>Track rising and falling repeat rates </li></ul><ul><ul><li>Have early warning systems in place </li></ul></ul><ul><li>Track repeat rate by media source </li></ul><ul><ul><li>Search Engine, PPC, Banner Ad etc.. </li></ul></ul>
  22. 47. Customer Lifetime Value <ul><li>Segment customers into acquisition channels </li></ul><ul><li>Identify the potential lifetime value per channel </li></ul><ul><li>Identify length of customer lifecycle per channel </li></ul><ul><ul><li>Low cost channels could have shortest lifecycle </li></ul></ul><ul><li>Compare the relative potential value </li></ul><ul><ul><li>Consider: length of lifecycle, potential revenue per Customer </li></ul></ul><ul><li>A llocate money towards higher potential value customers </li></ul><ul><ul><ul><li>By corollary - away from lower potential value customers </li></ul></ul></ul>
  23. 48. Understanding “Recency” <ul><li>Tracking Recency </li></ul><ul><ul><li>Time since a customer last engaged in a behaviour </li></ul></ul><ul><li>Recency is # 1 most powerful predictor of future behavior  </li></ul><ul><ul><li>C an predict likelihood of purchases, visits, game plays, or “ other action-oriented” behavio u r </li></ul></ul><ul><li>T he more Recent a customer is, the higher their potential value is </li></ul><ul><li>Segment Repeat segment into past and present (30 days) </li></ul><ul><ul><li>Apply a recency filter for real-time view </li></ul></ul><ul><li>L onger a customer has stopped engaging the less likely they are to repeat </li></ul><ul><li>Take adjustive measures to increase in quality recency repeat customers </li></ul>
  24. 49. <ul><li>Web 2.0 Design Model </li></ul>
  25. 62. Calls To Action

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