Introduction to Digital Marketing Lecture 4
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This document provides an introduction to digital marketing and web design. It discusses how users scan web pages and prioritize credibility and simplicity. Effective design focuses the user's attention with directional cues, follows conventions, and doesn't make users think or try their patience. Common design patterns like card layouts and hero images are also mentioned. The document recommends optimizing websites for mobile, conducting A/B testing to improve conversions, and reusing high-performing content across different media.
Introduction to Digital Marketing Lecture 4
- 1. Introduction to digital marketing 4 an introduction to web design…
- 3. We need to consider the customer journey… acquisition, conversion, retention reach, act, convert, engage reach, engage, activate, nurture
- 4. Who’s the user and how do they think…? They don’t read, they scan… They’re impatient… …and follow their intuition They appreciate quality and trust credibility…
- 6. …F-shaped scanning (Nielsen, 2010, Kissmetrics, 2018)
- 7. …directional cues (Kissmetrics, 2018)
- 8. …directional cues (Kissmetrics, 2016)
- 9. …don’t make users think …don’t try their patience …show what can be done …make use of effective writing …simplicity key principles …focus their attention …visually powerful …follow convention
- 10. …don’t make users think Steve Krug, 2013
- 13. …don’t try their patience
- 18. …make the UI simple
- 19. …show what can be done
- 20. …make use of effective writing
- 21. …simplicity
- 22. …simplicity
- 27. Design patterns for websites have ‘matured’… …the menu button …follow UI patterns …the long scroll …card layouts …the ‘hero’ image …animation …micro-interaction …flat! awwwards.com, 2018
- 28. ensure the bot, robot or spider… whatever you fancy calling it… can access and index your mobile site make sure that the content delivered reflects the platform used to access optimise for mobile responsive design and mobile first
- 29. Start to develop web content, begin with layout and conduct research… perform A/B tests… tweak and change just one variable at a time and measure the impact on conversions …when you find content that works… words, images, instructions and so on – make the most of it in other media! CRO is about the journey and experimentation
- 30. Some examples of A/B testing experiments for CRO http://www.zippycart.com/infographics/how-sales-messaging-affects-conversion-rates.html 2016
- 31. …but what should we test? http://marketingland.com/wp-content/ml-loads/2012/01/concurrent_live_tests-1.png 2016
- 32. …don’t make users think or struggle Signpost and point Be guiding and influential Be trustworthy don’t over-complicate What can you take away? Be bold, be bright…