This document provides an introduction to digital marketing and web design best practices. It discusses how users scan webpages and prioritize credibility, simplicity and familiar designs. Key principles for digital content include focusing users' attention, showing what can be done simply, using effective writing and following conventions. Testing variations of content and design elements is important to improve conversions. Overall, the document emphasizes designing digital experiences that don't overload users but rather guide and influence them intuitively.

1. Introduction to digital marketing
4
an introduction to web design…

3. We need to consider the customer journey…
acquisition, conversion, retention
reach, act, convert, engage
reach, engage, activate, nurture

4. Who’s the user and how do they think…?
They don’t read, they scan…
They’re impatient…
…and follow their intuition
They appreciate quality and trust credibility…

5. …eye-tracking studies

7. …F-shaped scanning (Nielsen, 2010, Kissmetrics, 2018)

8. …directional cues (Kissmetrics, 2018)

9. …directional cues (Kissmetrics, 2016)

10. …don’t make users think
…don’t try their patience
…show what can be done
…make use of effective writing
…simplicity
key principles
…focus their attention
…visually powerful
…follow convention

11. …don’t make users think
Steve Krug, 2013

14. …don’t try their patience

17. …focus their attention

18. …focus their attention

19. …make the UI simple

20. …show what can be done

21. …make use of effective writing

22. …simplicity

23. …simplicity

25. …follow convention

26. …card-based design

27. …card-based design

28. Design patterns for websites have ‘matured’…
…the menu button
…follow UI patterns
…the long scroll
…card layouts
…the ‘hero’ image
…animation
…micro-interaction
…flat!
awwwards.com, 2018

29. ensure the bot, robot or spider… whatever you fancy calling it… can
access and index your mobile site
make sure that the content delivered reflects the platform used to access
optimise for mobile
responsive design and mobile first

30. Start to develop web content, begin with layout and conduct
research…
perform A/B tests… tweak and change just one variable at a time and
measure the impact on conversions
…when you find content that works… words, images, instructions
and so on – make the most of it in other media!
CRO is about the journey and experimentation

31. Some examples of A/B testing experiments for CRO
http://www.zippycart.com/infographics/how-sales-messaging-affects-conversion-rates.html 2016

32. …but what should we test?
http://marketingland.com/wp-content/ml-loads/2012/01/concurrent_live_tests-1.png 2016

33. …don’t make users think or struggle
Signpost and point
Be guiding and influential
Be trustworthy
don’t over-complicate
What can you take away?
Be bold, be bright…