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Mktg350 lecture 09252013
1. Online & New Media
Tools of Digital Marketing
SNC-MKTG350
September 25, 2013
2. Tonight’s Agenda: User Interface
• Read Ch. 6 in Don’t Make Me Think text
• Read Ch. 5 in Persuasion text
• 3 blog posts to review
• Creating Good User Experience
– DO-OVER: A/B Testing
– Persuasive design
– User comments/peer recommendations
3. Key Points: Don’t Make Me Think Ch.6
• Street signs and breadcrumbs:
– If users can’t navigate, they won’t use
your site
– We use external signs, hierarchy and
organization to find the details we’re
looking for
– Asking vs. browsing
= Searching vs. browsing
4. Key Points: Don’t Make Me Think Ch.6
• Oddities of web space:
– No sense of scale
– No sense of direction
– No sense of location/landmarks
• Navigation = credibility
• Breadcrumbs = confidence
5. Key Points: Persuasion Ch. 5
• People process info differently
– Central vs. peripheral
– Motivation and ability (priority)
• People persuade themselves
– “yes, that seems right to me…”
• Forewarnings vs. distraction
6. User Interface Concepts
• Do they know where to go?
• Can they find what they’re looking for?
• Have you made it easy to sell your wares or
information?
• Does your design add to your credibility?
• Does your design add to your sales effort?
7. User Interface – Why Do We Care?
• Increase sales
• Reduce bounce rate
• Increase time on site
• Reduce complaints
• Increase site visibility on search
• Keep your job
8. Fixing UI – A/B Testing
• Roll out two versions of a page, email,
design, banner ad, etc.
• On a small scale, see which one
converts better
10. Fixing UI – A/B Testing
• What can you test?
– The call to action’s (i.e. the button’s) wording, size,
color and placement
– Headline or product description
– Form’s length and types of fields
– Layout and style of website
– Product pricing and promotional offers
– Images on landing and product pages
– Amount of text on the page (short vs. long)
11. A/B Testing – What have we learned?
• Try it: see what your audience prefers
• Have to have analytics in place
• Little tests provide a lot of information
• Testing doesn’t have to be complicated
14. Blog Topic: 7 ways to make your site more
persuasive and profitable
• Blog criteria:
300-500 words
Has 1-4 images
Has links to other articles
Takes a position/opinion
Tagged the post with relevant categories
Used a systematic research process?
What did you learn?
15. Blog Topic: The impact internet reviews can
have on a business’ reputation
• Blog criteria:
300-500 words
Has 1-4 images
Has links to other articles
Takes a position/opinion
Tagged the post with relevant categories
Used a systematic research process?
What did you learn?
16. Blog Topic: Why people shouldn’t think when
visiting your website.
• Blog criteria:
300-500 words
Has 1-4 images
Has links to other articles
Takes a position/opinion
Tagged the post with relevant categories
Used a systematic research process?
What did you learn?
17. Next session: Mon., Sept 30
• Read Chapter 3 in Analytics text: Picking the
Tools of the Trade
• 0 blog posts to review
• Preparing for your digital marketing plan
project:
– What you need to know about a company to make
a digital marketing plan
