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BrightonSEO - Apr 2022 - No excuses for doing UX

The document discusses how to get teams doing user experience (UX) work as part of digital marketing. It addresses common excuses for not doing UX and provides low-cost and quick solutions. The key recommendations are to create an informal UX team with advocates from different disciplines, ensure UX work is reliable by testing with real users, and consider international UX needs as cultures navigate sites differently.

Marketing◦
No more excuses: How to get your team doing UX as a part of your Digital Marketing now Grecia Garcia Garcia | Oban International SLIDESHARE.NET/OBAN-IDForum @ObanIntl
What we will cover What we will cover today Typical excuses not to do UX and counter arguments @ObanIntl Three strategic tips to take your UX far and beyond Opportunities for integrating SEO and UX
Strong UX can help you keep visitors @ObanIntl Visitors lost Low quality traffic Poor CTAs Poor content Bad enquiry process
obaninternational.com Typical excuses and counter arguments
#1: I don’t know anything about UX @ObanIntl
SEOs already do tasks with UX impact @ObanIntl UX SEO Redirects Site maps Broken links Breadcrumb links Transcripts for videos Alt tag for images Relevant title tags and headings Site structure and navigation
Start with heat and scroll maps @ObanIntl
Look at usability heuristics @ObanIntl “heuristics… are broad rules of thumb and not specific usability guidelines” https://www.nngroup.com/articles/ten-usability-heuristics/ Jakob Nielsen
How can I learn about UX? @ObanIntl
@ObanIntl #2: UX is expensive
Use free trials & tools: Analytics @ObanIntl
@ObanIntl Use free trials & tools: Analytics
Use free trials & tools: User research @ObanIntl
@ObanIntl Original Variation Use free trials & tools: User research Preference test
Use free trials & tools: ask users @ObanIntl Card sort Use free trials & tools: User research
Use free trials & tools: A/B testing @ObanIntl
Make your business case @ObanIntl Generate ideas & identify issues Create hypotheses Measure impact on conversion Justify resources
Before moving on… @ObanIntl Warning Some free tools are in beta or have limitations
Before moving on… @ObanIntl Ethics & legal Ask users for permission and remember data protection
Before moving on… @ObanIntl Explore Try some out now and get inspired!
@ObanIntl #3: I don’t have time for UX
Some quick activities: Predictive maps @ObanIntl
@ObanIntl Some quick activities: 5-second test
No need for a full redesign: A/B testing @ObanIntl Prioritise ‘size’ over ‘style’ +5% Total purchases
says you must make time @ObanIntl https://moz.com/google-algorithm-change https://developers.google.com/search/blog/2009/06/introducing-page-speed Mobile friendliness 2020 2010 2015 2005 Page speed Page layout Intrusive interstitial Page experience (CWV)
@ObanIntl Accessibility You are already using tools that include UX
Add UX insights to your audits @ObanIntl Technical audit Content audit
@ObanIntl #4: I don’t need UX
My site works well… doesn’t it? @ObanIntl Evaluate with tools Ask users Image from: https://www.nngroup.com/articles/top-10-mistakes-web-design/
My site works well… for everyone? @ObanIntl Dyslexia Colour blindness Visually impaired Hard of hearing Physical disability Elderly
Concept Design Develop Release My site is still in development @ObanIntl Do UX
@ObanIntl 2% = 100 enquiries Homepage Contact page has poor calls to action Poor content on service pages Bad enquiry process My client pays for SEO, not UX Remaining visitors 2000 1500 750 Homepage attracts low quality traffic Product service page Contact page 400 Optimising this by an additional 1% increases total enquiries by 50% 5,000 visitors
obaninternational.com Three strategic tips
1. Make sure your UX work is reliable @ObanIntl Bias Users Watch out for bias in your UX studies Observe or test with real users Research Use credible research sources
Create a network of advocates 2. Build an informal UX team @ObanIntl
Create a network of advocates 2. Build an informal UX team @ObanIntl Involve a mix of disciplines
Create a network of advocates 2. Build an informal UX team @ObanIntl Involve a mix of disciplines Build relevant resources for each team
Create a network of advocates 2. Build an informal UX team @ObanIntl Involve a mix of disciplines Build relevant resources for each team Keep the UX mantra active in the company
Create a network of advocates 2. Build an informal UX team @ObanIntl Involve a mix of disciplines Build relevant resources for each team Keep the UX mantra active in the company
3. Think international UX @ObanIntl Japan UK Canada https://obaninternational.com/blog/designing-ux-for-new-countries-how-different-cultures-navigate/
obaninternational.com 41 Summary
What we covered @ObanIntl You may already be doing some tasks with UX impact UX can be done at low cost UX can be done quickly Users need UX Create a network of UX advocates Do reliable UX Think international UX
Resources
Thank you! @ObanIntl The informal Oban UX team
Thank you! @ObanIntl @ObanIntl Grecia Garcia Garcia obaninternational.com slideshare.net/OBAN-IDForum