Mktg350 lecture 09252013
- 1. Online & New Media Tools of Digital Marketing SNC-MKTG350 September 25, 2013
- 2. Tonight’s Agenda: User Interface • Read Ch. 6 in Don’t Make Me Think text • Read Ch. 5 in Persuasion text • 3 blog posts to review • Creating Good User Experience – DO-OVER: A/B Testing – Persuasive design – User comments/peer recommendations
- 3. Key Points: Don’t Make Me Think Ch.6 • Street signs and breadcrumbs: – If users can’t navigate, they won’t use your site – We use external signs, hierarchy and organization to find the details we’re looking for – Asking vs. browsing = Searching vs. browsing
- 4. Key Points: Don’t Make Me Think Ch.6 • Oddities of web space: – No sense of scale – No sense of direction – No sense of location/landmarks • Navigation = credibility • Breadcrumbs = confidence
- 5. Key Points: Persuasion Ch. 5 • People process info differently – Central vs. peripheral – Motivation and ability (priority) • People persuade themselves – “yes, that seems right to me…” • Forewarnings vs. distraction
- 6. 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?
- 7. 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
- 8. 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
- 9. Fixing UI – A/B Testing
- 10. 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)
- 11. 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
- 13. User Comments
- 14. Blog Topic: 7 ways to make your site more persuasive and profitable • Blog criteria: 300-500 words Has 1-4 images Has links to other articles Takes a position/opinion Tagged the post with relevant categories Used a systematic research process? What did you learn?
- 15. Blog Topic: The impact internet reviews can have on a business’ reputation • Blog criteria: 300-500 words Has 1-4 images Has links to other articles Takes a position/opinion Tagged the post with relevant categories Used a systematic research process? What did you learn?
- 16. Blog Topic: Why people shouldn’t think when visiting your website. • Blog criteria: 300-500 words Has 1-4 images Has links to other articles Takes a position/opinion Tagged the post with relevant categories Used a systematic research process? What did you learn?
- 17. Next session: Mon., Sept 30 • Read Chapter 3 in Analytics text: Picking the Tools of the Trade • 0 blog posts to review • Preparing for your digital marketing plan project: – What you need to know about a company to make a digital marketing plan