CASE IV - Making that first impression online

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CASE IV - Making that first impression online

  1. 1. http://flic.kr/p/9zjB7R Making that First Impression #cased4 Nick DeNardis@nickdenardis #cased4
  2. 2. @nickdenardis
  3. 3. Nick DeNardis Associate Director of Web Communications Wayne State University http://wayne.edu/ Host of EDU Checkup http://educheckup.com/ Curator of EDU Snippits http://edusnippits.com/@nickdenardis #cased4
  4. 4. “When my boss tells me to make our website more vibrant. It needs more movement, it needs to look fresh! I’m like...”@nickdenardis #cased4
  5. 5. Why can’t we do it like _____?@nickdenardis #cased4
  6. 6. Notre Dame@nickdenardis #cased4
  7. 7. Case Western Reserve@nickdenardis #cased4
  8. 8. Biola@nickdenardis #cased4
  9. 9. Bates@nickdenardis #cased4
  10. 10. @nickdenardis #cased4
  11. 11. What is a First Impression?@nickdenardis #cased4
  12. 12. The Plan 1.Trigger 2. 3. 4.@nickdenardis #cased4
  13. 13. Trigger first step to building an impression@nickdenardis #cased4
  14. 14. @nickdenardis #cased4
  15. 15. @nickdenardis #cased4
  16. 16. @nickdenardis #cased4
  17. 17. @nickdenardis #cased4
  18. 18. @nickdenardis #cased4
  19. 19. Rough Stats 10% Email 15% Social Media 25% Physical invite 30% Internal page (from search) 15% Homepage (no referrer) 5% Paid advertising@nickdenardis #cased4
  20. 20. Trigger Visuals Content Timing Context 15% 25% 10% 50%@nickdenardis #cased4
  21. 21. @nickdenardis #cased4
  22. 22. school.edu/page.asp?id=1245 or go.school.edu/grad-programs@nickdenardis #cased4
  23. 23. Good Experience = Good Design@nickdenardis #cased4
  24. 24. @nickdenardis #cased4
  25. 25. @nickdenardis #cased4
  26. 26. @nickdenardis #cased4
  27. 27. @nickdenardis #cased4
  28. 28. @nickdenardis #cased4
  29. 29. @nickdenardis #cased4
  30. 30. @nickdenardis #cased4
  31. 31. @nickdenardis #cased4
  32. 32. @nickdenardis #cased4
  33. 33. @nickdenardis #cased4
  34. 34. @nickdenardis #cased4
  35. 35. Vitamins or Painkillers?@nickdenardis #cased4
  36. 36. Painkillers Solve an obvious need@nickdenardis #cased4
  37. 37. Vitamins Solve an emotional need@nickdenardis #cased4
  38. 38. Your own Web pages Vitamins or Painkillers?@nickdenardis ? #cased4
  39. 39. The Plan 1.Trigger 2. Hook 3. 4.@nickdenardis #cased4
  40. 40. Project Painkillers How do we make more of our entrance pages painkillers?@nickdenardis #cased4
  41. 41. @nickdenardis #cased4
  42. 42. Can I trust this page? Is the information up to date? Can I use this as a resource in the future? What do they want me to do on this page?@nickdenardis #cased4
  43. 43. People suck at reading online@nickdenardis #cased4
  44. 44. @nickdenardis #cased4
  45. 45. @nickdenardis #cased4
  46. 46. @nickdenardis #cased4
  47. 47. Micro DEtails #littlebigdetails@nickdenardis #cased4
  48. 48. Error Messages Matter@nickdenardis #cased4
  49. 49. @nickdenardis #cased4
  50. 50. Reduce Barriers@nickdenardis #cased4
  51. 51. @nickdenardis #cased4
  52. 52. @nickdenardis #cased4
  53. 53. @nickdenardis #cased4
  54. 54. @nickdenardis #cased4
  55. 55. @nickdenardis #cased4
  56. 56. Creepy!@nickdenardis #cased4
  57. 57. Details Matter pixels don’t@nickdenardis #cased4
  58. 58. @nickdenardis #cased4
  59. 59. The Plan 1.Trigger 2. Hook 3. Action 4.@nickdenardis #cased4
  60. 60. Action Get them to do something@nickdenardis #cased4
  61. 61. Know your user’s Triggers@nickdenardis #cased4
  62. 62. Every time the user (trigger) they go to the (action) page.@nickdenardis #cased4
  63. 63. @nickdenardis #cased4
  64. 64. @nickdenardis #cased4
  65. 65. @nickdenardis #cased4
  66. 66. @nickdenardis #cased4
  67. 67. Silos get in the way of your users@nickdenardis #cased4
  68. 68. @nickdenardis #cased4
  69. 69. @nickdenardis #cased4
  70. 70. Reward The painkiller@nickdenardis #cased4
  71. 71. The Plan 1.Trigger 2. Hook 3. Action 4. Investment@nickdenardis #cased4
  72. 72. Investment Take the time to walk in your user’s shoes@nickdenardis #cased4
  73. 73. Use a human proxy@nickdenardis #cased4
  74. 74. @nickdenardis #cased4
  75. 75. @nickdenardis #cased4
  76. 76. @nickdenardis #cased4
  77. 77. @nickdenardis #cased4
  78. 78. Investment Loads the next trigger@nickdenardis #cased4
  79. 79. @nickdenardis #cased4
  80. 80. @nickdenardis #cased4
  81. 81. @nickdenardis #cased4
  82. 82. @nickdenardis #cased4
  83. 83. Build. Measure. Learn. Eric Ries@nickdenardis #cased4
  84. 84. CrazyEgg@nickdenardis #cased4
  85. 85. Google Analytics <script type="text/javascript"> var _gaq = _gaq || []; _gaq.push( [_setAccount, UA-xxxxxxxx-1], [_trackPageview], [b._setAccount, UA-xxxxxxxx-1], [b._trackPageview] ); (function() { var ga = document.createElement(script); ga.type = text/javascript; ga.async = true; ga.src = (https: == document.location.protocol ? https://ssl : http://www) + .google-analytics.com/ga.js; var s = document.getElementsByTagName(script) [0]; s.parentNode.insertBefore(ga, s); })(); </script>@nickdenardis #cased4
  86. 86. GA Multi Domain@nickdenardis #cased4
  87. 87. GA Goals@nickdenardis #cased4
  88. 88. Woopra@nickdenardis #cased4
  89. 89. ClickTale@nickdenardis #cased4
  90. 90. Resources google.com/analytics slickplan.com crazyegg.com woopra.com clicktale.com littlebigdetails.com macupdate.com/app/mac/24214/integrity@nickdenardis #cased4
  91. 91. A First Impression 1.Trigger external motivation to visit your site 2. Hook items on the landing page to peak interest 3. Action painkiller to drive them to a goal 4. Investment setting them up for the next trigger@nickdenardis #cased4
  92. 92. Cultivate Meaning The world is full of interesting problems worth solving Help others gain insights into your solutions Build the change you want to see in the world@nickdenardis #cased4
  93. 93. Thank you http://slideshare.net/nickdenardis@nickdenardis #cased4

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