Online Design Optimisation
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This document discusses website design, optimization, and testing strategies. It provides examples of case studies and recommendations for: 1) Testing key elements of websites like copy, calls to action, images and placements using A/B and multi-variate testing tools. 2) Employing a continuous testing and optimization process to track user actions and monitor which tests perform better. 3) Following a "Web 2.0" design process that emphasizes a simple, honest and decluttered user experience with clear calls to action.
Online Design Optimisation
- 1. Designing & Optimising Websites Keith Feighery: Digital Strategist
- 2. Design Case Studies, Info Architecture & Open Source Solutions
- 4. Drupal
- 5. JOOMLA
- 6. Wordpress
- 7. Building and Decorating Case Studies
- 9. Broad Selection of Irish Sites
- 11. Before and After Case Studies
- 12. Design with Clear Intent
- 13. Clear Layout
- 14. Obvious Benefits
- 17. Demonstrate clear Call to Action
- 18. Clear and Intuitive Messages
- 21. Case Study: Wiltshire Farm Foods
- 22. Key Take-Aways Remove Clutter – focus on key goals all the time Remove any obstacles Provide lots of visual feedback Users know that actions have been successful Adhere to affordance rules – make them obvious Big Buttons, Clear Large Links Anticipate and Answer questions upfront Embed as part of user experience Knit USPs in copy and images of site Emphasise all your differentiators
- 23. Website Optimisation Dynamically Test key elements of site Test Copy, Calls to Action, Images, Placement The $300,000,000 Button Both Split (A/B) and Multi-Variate Test Google Website Optimiser or Proprietary tools Define and set up conversion points Need to track and measure user actions Clear calls to action significantly augment optimisation goals Don’t force user to think – TELL THEM WHAT TO DO
- 24. Test Process Never stop testing and tracking user actions on website A/B Split Testing Define specific site goals (sale, sign-up etc..) Test two specific pages (typically high volume landing pages) Commercial tools (Vertster) or Google Optimiser Monitor which test is performing better Use Variable rate or throttle testing to vary the percentage of traffic that gets routed to the various pages Multi-Variate testing Enables variable testing of elements within single pages D ifferent copy text, form layouts and even landing page images and background colours together Track combinations that achieve predetermined goals
- 25. Web 2.0 Design Process
- 26. What is Web2.0 Design Simple Front-Facing Brand Open, Frank and Honest Communication De-cluttered Information Architecture Clear Calls to Action Less Design is ‘More” Design is functional only – to aid user experience
- 28. More Web 2.0 Design
- 29. International Examples Web 2.0
- 30. Exercise Write down all the features you want on your site Design on paper how your site will look Create key categories of information Design your top navigation menu bar – with core categories of accessible info Design 3 USPs of your service and include calls to action on Front Page