DBS-InformationArchitectureSession
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This document discusses best practices for information architecture, web design, and optimization. It provides recommendations such as using clear layouts and calls to action, de-cluttering information, demonstrating benefits, and appropriately designing channels. It also discusses techniques like A/B testing website elements, managing sales funnels, understanding customer lifecycles and recency, and segmenting customers. The case study of Wiltshire Farm Foods emphasizes removing clutter, providing visual feedback, answering questions upfront, and emphasizing differentiators.
DBS-InformationArchitectureSession
- 1. Info Architecture & Web 2.0 Design Standards Case Studies
- 2. Design with Clear Intent
- 4. Clear Layout
- 5. Clear Layout
- 8. Demonstrate clear Call to Action
- 9. Clear Calls to Action
- 10. Obvious Benefits
- 11. Obvious Benefits
- 14. Clear and Intuitive Messages
- 16. eCommerce Case StudyWiltshire Farm
- 17. Case Study: Wiltshire Farm Foods
- 22. Key Take-AwaysRemove Clutter – focus on key goals all the time Remove any obstaclesProvide lots of visual feedback Users know that actions have been successfulAdhere to affordance rules – make them obviousBig Buttons, Clear Large LinksAnticipate and Answer questions upfront Embed as part of user experienceKnit USPs in copy and images of siteEmphasise all your differentiators
- 23. Website OptimisationDynamically Testi key elements of siteTest Copy, Calls to Action, Images, PlacementThe $300,000,000 ButtonBoth Split (A/B) and Multi-Variate TestGoogle Website Optimiser or Proprietary toolsDefine and set up conversion pointsNeed to track and measure user actionsClear calls to action significantly augment optimisation goalsDon’t force user to think – TELL THEM WHAT TO DO
- 24. Test ProcessNever stop testing and tracking user actions on website
- 26. Define specific site goals (sale, sign-up etc..)
- 27. Test two specific pages (typically high volume landing pages)
- 28. Commercial tools (Vertster) or Google Optimiser
- 29. Monitor which test is performing better
- 30. Use Variable rate or throttle testing to vary the percentage of traffic that gets routed to the various pages
- 32. Enables variable testing of elements within single pages
- 33. Different copy text, form layouts and even landing page images and background colours together
- 34. Track combinations that achieve predetermined goalsSales Funnels
- 35. Boden
- 40. Micks Garage
- 46. Amazon Funnel
- 54. Managing the Sales FunnelMethods of acquisitionPPC Ads, SEO, Video, Email, LeagGen, Affiliate Marketing, Offer based, etc.Once there – what’s important?Prove you can Add ValueQualify Leads with intent You want users who are amenable to your message – Its ok for users to self-select opt outMonetise towards latter end of the FunnelAfter user sees value and expresses intentPush low-cost options in the middle of funnelHigh cost ones at the end of your funnel
- 55. Customer LifecycleUnderstand the customer lifecycle The various stages of a customer over a timer periodCreate indicators to track their intentAs they begin to move lag – make sure you target themIdentify high repeat behaviour Identify a common characteristic – and track this e.g. have visited more than 3 time and purchaseTrack rising and falling repeat ratesHave early warning systems in placeTrack repeat rate by media source Search Engine, PPC, Banner Ad etc..
- 56. Customer Lifetime ValueSegment customers into acquisition channelsIdentify the potential lifetime value per channelIdentify length of customer lifecycle per channelLow cost channels could have shortest lifecycleCompare the relative potential valueConsider: length of lifecycle, potential revenue per Customer Allocate money towards higher potential value customers By corollary - away from lower potential value customers
- 57. Understanding “Recency”Tracking Recency Time since a customer last engaged in a behaviourRecency is # 1 most powerful predictor of future behavior Can predict likelihood of purchases, visits, game plays, or “other action-oriented” behaviourThe more Recent a customer is, the higher their potential value isSegment Repeat segment into past and present (30 days)Apply a recency filter for real-time viewLonger a customer has stopped engaging the less likely they are to repeatTake adjustive measures to increase in quality recency repeat customers
- 58. Web 2.0 Design Model
- 71. Calls To Action