Mktg350 lecture 09232013
- 1. Online & New Media Tools of Digital Marketing SNC-MKTG350 September 23, 2013
- 2. Tonight’s Agenda: User Interface • Read Chapters 3+4 in Don’t Make Me Think text • Quiz 5 • 0 blog posts to review • Creating Good User Experience – User interface concepts – Reliable framework - Menus, expectations - Sitemaps – Heat mapping – A/B testing
- 3. Key Points: Don’t Make Me Think #3 • Design for scanning – Simple language – Universal language – Consistent colors – Verbs first
- 4. Key Points: Don’t Make Me Think #4 • Simplify choices: – The user might do what you want them to – Helps them move through a desirable pathway – Remember conversions?
- 5. From Tools to Building… • We’ve taken a survey of online marketing tools • Now to evaluate if we’re delivering good marketing offerings with our tools
- 6. User Interface Concepts • What is a user? • What is an interface? Goal: make it easy for a visitor to do what they want to do on your site. – Includes information structure – Includes design decisions
- 7. Sitemaps help you organize Becomes your menu
- 8. Sitemaps help you organize Becomes your menu
- 9. Sitemaps for content structure… User interface for design structure
- 10. User Interface Concepts • Do they know where to go? • Can they find what they’re looking for? • Have you made it easy to sell your wares or information? • Does your design add to your credibility? • Does your design add to your sales effort?
- 11. User Interface Conventions • Menu on top or left, reading left to right • 3-7 menu items • Upper left logo = home • Links are underlined or “hot” • Page content limited to 1-2 ideas • Sounds, music are user-prompted • No more Flash • No “hunting” required
- 12. User Interface Example – Focal Point
- 13. User Interface Example – First Step?
- 14. User Interface Example – Credibility
- 15. User Interface Example – Credibility
- 16. User Interface Example – Unfamiliar
- 17. User Interface Example - Hunting
- 18. User Interface Example - Speed
- 19. User Interface – Why Do We Care? • Increase sales • Reduce bounce rate • Increase time on site • Reduce complaints • Increase site visibility on search • Keep your job
- 20. Fixing UI - Heatmaps
- 21. Fixing UI - Heatmaps
- 22. Fixing UI - Heatmaps
- 23. Heatmaps – What have we learned? • Readers don’t read everything you write • We are culturally anchored to the left • The first two paragraphs must have the most important info • Start sub-heads, paragraphs and bullets with info-packed words (like verbs??)
- 24. Fixing UI – A/B Testing • Roll out two versions of a page, email, design, banner ad, etc. • On a small scale, see which one converts better
- 25. Fixing UI – A/B Testing
- 26. Fixing UI – A/B Testing • What can you test? – The call to action’s (i.e. the button’s) wording, size, color and placement – Headline or product description – Form’s length and types of fields – Layout and style of website – Product pricing and promotional offers – Images on landing and product pages – Amount of text on the page (short vs. long)
- 27. A/B Testing – What have we learned? • Try it: see what your audience prefers • Have to have analytics in place • Little tests provide a lot of information • Testing doesn’t have to be complicated
- 28. Next session: Wed, Sept 25 • Read Chapters 6 in Don’t Make Me Think text • Read Chapter 5 in Persuasion text • 3 blog posts to review • Creating Good User Experience – Persuasive design – User comments/peer recommendations