says . . . “Content
strategy is the practice of planning for content creation, delivery, and governance, and is a repeatable system that deﬁnes the entire editorial content development process for a website.”
“Instruction for organized space” Gathering,
organizing and presenting information to suit your user’s needs is analogous to designing a building that will serve the needs of its occupants. From INFORMATION TECHNOLOGIES AND THE INFORMATION PROFESSIONS, R. E. Wyllys, University of Texas at Austin
Great Wurman IA quotes “Most
of the word information contains the word inform, so I call things information only if they inform me, not if they are just collections of data… “If I throw 140,000 words on the ﬂoor and connect those words with a sentence or two, we wouldn't call that a dictionary... The ability to ﬁnd something goes hand-in-hand with how well it's organized.”
information architecture . . .
How well you organise your information depends on how well you know your information (i.e. content). If it’s not labelled well, it doesn’t matter how you organised it, no one will ﬁnd it.
What comes after wireframes? A
polished, ﬁnished site - that’s hard to change That means the design decisions you make in your wireframes will directly affect the volume and type of content you’ll be able to add in the future
Tips for teasers and help
text Keep it short (sound familiar?) - people won’t read a long teaser. Make it meaningful: all the reader needs to know is •What they should do (help text) •What they’ll see on the next page (teasers)
You can’t cheat with keywords
Analytics tells you more . . . Meaningless, jargon-y keywords won’t do your site any good -- because people won’t use your site once they’ve found it
What does SEO mean? Search
Engine Optimisation Effective SEO means relevant content “Optimise for the searcher, not the search engine. Focus on your customers, not the technology.” - Gerry McGovern (Jan 20, 2009
Trafﬁc sources Analytics shows you
the context for your visitors: i.e. where they came from. • Search engines • Referring sites • Direct trafﬁc All of these details help you get a clearer picture of the humans using your site
Funnels: this is a sales
funnel for an event. You can buy tickets online: 248 people start this funnel Only 20 people check out That sucks. We see that most people dropped out between step 1 and step 2, so there is obviously a problem with the ﬁrst page:
When you pick a day,
a morning and afternoon session is automatically ticked, which may be the reason people left the page. Automatically ticked To ﬁx it, add some help text that says something like, “When you select a day, you pay for a morning and afternoon session. If you’d like to mix and match, give us a call on 555-5555.”
Internal site search Look at
what people are searching for on which pages. If there’s a pattern, move that content to where you users expect it to be.
Top content by title Top
content by title shows you your most popular page titles. The difference? Speciﬁcity The bounce rates are deﬁnitive proof that your page titles and links that got them there work (or don’t).
Pop quiz The intro text
on one of your pages looks like this: Your analytics tells you that you have a signiﬁcant trafﬁc coming from non- English speaking countries. Would you change your blurb text? How?
Pop quiz Your analytics tells
you that one of your most viewed pages is a recipe for grilled chicken. You know that most people get to this page from external search engines, and that most people leave the page once they get there. How would you ﬁx it?
User testing transport websites Last
year we ran an “off the street” usability test for World Usability Day The theme of the day was transportation, so we tested a series of airline, rail and public transport sites.
Most basic user testing is
linguistic, or interview-based It’s an ‘ask and listen’ solution to problems in your website’s design But sometimes the interviewer has to be almost invisible - to get the answers the user isn’t aware of
What about sample size? We
tested sites with over 80 people for World Usability Day But you can get reliable results with as few as 5 users