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Increase Conversions and Rankings with User Experience (SEM Summit 2016)
- 1. Mary Davies President Beanstalk InternetMarketing www.beanstalkim.com @beanstalk mary@beanstalkim.com
- 2. What Is UX? User experience (UX) is a person's entire experience using a particular product, system or service. It includes the practical, experiential, affective, meaningful and valuable aspects of human– computer interaction and product ownership. Additionally, it includes a person’s perceptions of system aspects such as utility, ease of use and efficiency. User experience may be considered subjective in nature to the degree that it is about individual perception and thought with respect to the system. Source: Wikipedia.org
- 3. How do weknow that UX matters to Google? • Rankbrain • Mobilegeddon • Interstitials • Featured Snippets • HTTPS
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- 5. • Part ofHummingbird Algorithm • Interprets Intent • “one of the top 3 ranking signals” • Decides Which Signals Are Most Important • Learns From Users’ Responses • Here To Stay
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- 7. • More Than50% Searches Are from Mobile • 85% Pages Are Now Mobile Friendly • No Penalty (Technically) • Not about VALIDITY but Rather about USABILITY • Entirely about User Experience • www.google.com/webmasters/tools/mobile-friendly
- 8. Interstitials Intrusive Interstitials MobilePenalty Coming January 10, 2017
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- 10. • Authority Signalto Users • Immediate Jump to Top of Page • Steadily Increasing (9% in Jan, 15% in July) • Be Useful “Content is not king, usefulness is king.” – Duane Forrester
- 11. OMG, I didn’t lockthe door! HTTPS
- 12. • Offers aSense of Security • Is Impacting Rankings Increasingly (Page 1 Results - 7% in 2014, 32.5% as of June 2016) • January 2017 – Chrome Will Begin To Mark Non HTTPS Sites That Collect Sensitive Data As “Not Secure” • Google Recommends It & It’s Easy To Do
- 13. Why Does GoogleCare About User Experience? • Keep Users Coming Back • Maintaining Authority • There’s Money In It (A LOT!) • Adaptation
- 14. Keep Users ComingBack • Users will choose the PATH OF LEAST RESISTANCE • Users increasingly are demanding INSTANT SATISFACTION • Users have pretty much NO PATIENCE • User Loyalty Is About An EXPERIENCE/RELATIONSHIP with your brand
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- 16. There’s Money InIt (A LOT!) As of 2nd Quarter 2016: • Parent Company “Alphabet” Revenue Hit $21.5 Billion • Of That Google Ad Revenue Alone Was $19.1 Billion
- 17. Adaptation “News Corp (ownerof MySpace) tried to guide MySpace, to add planning, and to use “professional management” to determine the business’s future. That was fatally flawed when competing with Facebook which was managed in White Space, letting the marketplace decide where the business should go.” - Forbes
- 18. “User experience isdynamic as it is constantly modified over time due to changing usage circumstances …” • User Experience Is Adaptation • Adaptation Is About Survival • Google Does Not Want To Be A MySpace Story
- 19. What UX ElementsAffect Rankings? Definitely: • PageSpeed • HTTPS • Mobile Friendly • Broken Links • Titles & Descriptions Maybe: • Click Through Rate • Bounce Rate • Time On Site • Social Sharing (New Google patent suggests this may be used as a signal for results fed to users based on their network’s user behavior in future)
- 20. But It AllMatters! • Google Is Steadily Adding UX Based Signals To Its Algorithms • Gaining Higher Rankings With A Poor Converting Site Won’t Allow For Your Maximum ROI • There’s Zero Harm In Creating A Good Overall User Experience • There’s So Much To Gain In Creating A Good User Experience
- 21. What UX ElementsAffect Conversions?
- 22. “But my siteis doing well & people like it!” 1. There is ALWAYS ROOM FOR IMPROVEMENT 2. “Just because it works doesn’t mean it should be done.” – Wil Reynolds (Seer Interactive) 3. Your baby just might be ugly … sorry.
- 23. How To CreateA Good User Experience … • HTTPS • Mobile Friendly • Page Speed • Broken Links • Titles & Descriptions • Navigation • Useful Content • Digestible Content • Links To External Sites • Calls To Action • Avoid Frustration • Human Testing • Engaging Imagery • Contact Page • 404 Pages • Connect/Tell Stories • Make Sharing & Following Easy
- 24. HTTPS • Offers aSense of Security • Major Trust Factor • January 2017 – Chrome Will Begin To Mark Non HTTPS Sites That Collect Sensitive Data As “Not Secure”
- 25. Mobile Friendly • There’sA Difference Between What Google & Users Call Mobile Friendly • Chrome Developer Tools – Device Mode • Tools Are Helpful But First Hand Experience Is Better • Responsive vs Dedicated Mobile
- 26. Page Speed • ProbablyThe Single Most Important Thing You Can Do From A UX Perspective • 47% of Users Expect A Site To Load In 2 Seconds, 40% Will Leave After 3 Seconds • Begin A Users Journey Without Frustration
- 27. Page Speed –How To • Optimize Images - Correct Dimensions & Smallest Good Quality Sizing (www.tinypng.com) • Cleanup Code - Have Your Developer Do This • DNS Prefetching - Get A Good View Of Your Site Speed & Areas That Could Be Improved On - www.webpagetest.org & Google Search Console (Page Speed Insights)
- 28. Broken Links • MajorFrustration Factor • Missing Out on Link Weight • Fix Internal - Xenu • Fix External - Google Search Console (Crawl Errors Report)
- 29. Titles & Descriptions •This Is Your First Impression • Tell Google & Users That You Are What They Are Looking For • Use A Title Tag Preview Tool • Find Problem Title Tags - Screaming Frog • Test Your Titles & Descriptions
- 30. Navigation • Don’t LoseYour Visitors To Navigation Exhaustion • Clear Direction & Fewer Choices • Breadcrumb Navigation • Logical Journey (In & Out) • Where Are You Taking Them?
- 31. Useful Content • ThinkOf Content That You Actually Read • No Longer Keyword Centric - Write For People First • Use Anchored Text Links ONLY When Useful • Find Ideas For Searched For Content Relevant To You In Google Suggest
- 32. Digestible Content • Don’tOverwhelm The Visitor • Wealth of Information = Poverty of Attention • Break Up Content Into Logical Blocks & Pages • Use Accordion Style Content Boxes Where Useful • Break Up Text With Images • If Needed Use “Back To Top” Anchored Links
- 33. Links To ExternalSites • Should Add Value To The User • Always Open In A New Window/Tab
- 34. Calls To Action •Be Precise In Your Desired Action • Keep It Simple • Too Many CTA’s = Negative Conversions • Use First Person Wording Where Applicable • Make It Personal
- 35. Avoid Frustration • Don’tOffer Something You Can’t Deliver Just To Draw In A Visitor • Use Appropriate Titles & Descriptions • Offer Easy Ways To Share & Save Information
- 36. Human Testing • Don’tTrust Your Designer, Your Best Friend, Your Boss or Your Mom • 5 Second Test • User Testing • Crazyegg
- 37. Engaging Imagery • 90%of Information Transmitted to the Brain Is Visual • Articles With Images Get 94% More Views • 67% of Users Say Product Images Are Important • Use Original Images Whenever Possible • Use Images To Draw The Visitor Into The Experience
- 39. Contact Page • OftenYour Last Impression • Possibly The Page A Frustrated Visitor Ends Up • This Is Your Opportunity To Connect
- 40. 404 Pages • AnyVisitor To This Page Is Annoyed • Be Friendly & Apologize • Offer A Way Out • Humor Can Go A Long Way
- 42. Connect/Tell Stories • Wordsvs Stories • We Connect With Stories • A Story Has A Beginning & End • Make It Personal • Create An Emotion
- 43. Make Sharing/Following Easy •Make It Easy For Visitors To Share Your Content (shareaholic.com) • Personalize Your Request To Follow/Like • Make Social Media Buttons Prominent • Don’t Let Followers Down With A Drab Profile
- 44. Tools & RelatedArticles https://www.beanstalkim.com/semsummit/
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- 47. UP NEXT • 12:00– 1:00 Lunch (Included with Conference Ticket) + Mingling with Attendees & Speakers • 1:00 – 2:00 Top Tips for Getting the Most from your AdWords Account With Mark Johnstone