No excuses: How to get your digital marketing team doing UX now.

1. 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

2. 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

3. Strong UX can help you keep visitors @ObanIntl
Visitors
lost
Low quality traffic Poor CTAs
Poor
content
Bad enquiry
process

4. obaninternational.com
Typical excuses
and counter
arguments

5. #1: I don’t know
anything about UX
@ObanIntl

6. 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

7. Start with heat and scroll maps @ObanIntl

8. 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

9. How can I learn about UX? @ObanIntl

10. @ObanIntl
#2: UX is expensive

11. Use free trials & tools: Analytics @ObanIntl

12. @ObanIntl
Use free trials & tools: Analytics

13. Use free trials & tools: User research @ObanIntl

14. @ObanIntl
Original Variation
Use free trials & tools: User research
Preference test

15. Use free trials & tools: ask users @ObanIntl
Card sort
Use free trials & tools: User research

16. Use free trials & tools: A/B testing @ObanIntl

17. Make your business case @ObanIntl
Generate
ideas &
identify
issues
Create
hypotheses
Measure
impact on
conversion
Justify
resources

18. Before moving on… @ObanIntl
Warning
Some free tools are in beta or
have limitations

19. Before moving on… @ObanIntl
Ethics & legal
Ask users for permission
and
remember data protection

20. Before moving on… @ObanIntl
Explore
Try some out now and get
inspired!

21. @ObanIntl
#3: I don’t have time for UX

22. Some quick activities: Predictive maps @ObanIntl

23. @ObanIntl
Some quick activities: 5-second test

24. No need for a full redesign: A/B testing @ObanIntl
Prioritise ‘size’
over ‘style’ +5%
Total
purchases

25. 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)

26. @ObanIntl
Accessibility
You are already using tools that
include UX

27. Add UX insights to your audits @ObanIntl
Technical audit Content audit

28. @ObanIntl
#4: I don’t need UX

29. 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/

30. My site works well… for everyone? @ObanIntl
Dyslexia
Colour blindness
Visually impaired Hard of hearing
Physical disability
Elderly

31. Concept
Design
Develop
Release
My site is still in development @ObanIntl
Do UX

32. @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

33. obaninternational.com
Three
strategic tips

34. 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

35. Create a network of advocates
2. Build an informal UX team @ObanIntl

36. Create a network of advocates
2. Build an informal UX team @ObanIntl
Involve a mix of disciplines

37. Create a network of advocates
2. Build an informal UX team @ObanIntl
Involve a mix of disciplines
Build relevant resources for
each team

38. 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

39. 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

40. 3. Think international UX @ObanIntl
Japan UK Canada
https://obaninternational.com/blog/designing-ux-for-new-countries-how-different-cultures-navigate/

41. obaninternational.com
41
Summary

42. 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

43. Resources

44. Thank you! @ObanIntl
The informal Oban UX team

45. Thank you! @ObanIntl
@ObanIntl
Grecia Garcia Garcia
obaninternational.com
slideshare.net/OBAN-IDForum