Module 2 Videos Flashcards
UX:
User Experience beyond usability- create that customer “connection”
ex: Those who bought x also bought y
Website Usability:
website’s ability to accomplish goals of the user easily
What is a prerequisite to a high converting website?
Good Usability/UX
What is crucial to usability and should follow product and/or information hierarchy and categories?
The layout of a site
3 Key Factors to Consider when Designing a Website
Design- brand colors, what functionality is needed, templates to use for different types of pages (e.g. e-commerce)
Searchenginefriendly- some websites have out of the box user friendly features such as urls that are not dynamically generated
Usability- but with conversions as the end goal-design for key user personas
Visitors look “above the fold” ___% of the time and “below the fold” ___% of the time.
80%, 20%
Where should the call to action be?
above the fold
Best practices in web design
- Websites should use standard conventions—for links, menus, colors, and layout
- Easy to determine what is clickable
- Don’t make contacting you difficult if your selling something-put in visible place
- Clear calls to action
Credibility test
Key cues visitors use to determine the credibility of a Web site:
Are phone numbers/addresses visible
Informative and personal “about us”
Feature genuine testimonials
Feature logos of associations and awards -Link to credible third-party references
Keep content fresh and updated
Ensure that your site is free of errors including grammatical/spelling
Include a portfolio of past work
navigation best practices
- horizontal and/or left hand vertical
- breadcrumbs
User must “get it” in __ seconds
3 seconds.
Avoid clutter- clean design.
Current standard load time
2 seconds
little to no flash
How many clicks for the checkout process?
As few clicks as possible
- debate on the 3 click rule…
- Inform consumers the steps pending and time left during checkout.
Robust search best practices:
a) Top part of each page
b) Label w/magnifying glass or “GO”
c) Autocomplete feature-key for mobile users
d) Allow refinement- see Home Depot example next
page
e) Test it! Many ecommerce platforms and websites can generate bad or incomplete results if not setup correctly
Readability Index
7-8th grade level
Best practices when writing for the web
- Use reverse type very sparingly
- Good font size (12+) & good spacing between characters
• Write for online (Yahoo guide) not for print
– Sub-headers
– Call to action above the fold
– bulleted lists
– short paragraphs
– simple writing style, and
– “de-fluffed” language devoid of acronyms and hype such as “our state of the art”
Short vs Long Copy
- Copy=words on your page, article
- Longer online copy allows you to foster a relationship with a reader –needs to be somewhere on your site-very important for SEO, for that reason alone good to have
- With longer copy able to establish a voice and a personality to make your copy more convincing and personal
Since so few people read the copy at all why does Ogilvy & Mather recommend long copy so often? Because those relatively few people who read the copy are the best prospects for your product or your service.
skeleton screens
when the website’s being desgned, things are downloaded really quick one after the other instead of all at once
use web safe colors for
background and text
Responsive Design
- Website renders well in any type of device & browser
- Avoids needing a separate m-website (issues of duplicate content & management of)
- Endorsed by Google WebMaster tools
- Downside- sacrifice user experience, image problems & extra coding
- Sometimes hard when thousands of skus- but coding gotten better
- HTML5 (HTML + CC + JS)
- CSS3
- Avoid Flash, excessive JavaScript, frames
Emulators:
Users have different operating systems and browsers (devices-tablets/phones), so ppl use emulators, a hardware or software that enables one computer system to behave like another computer system.
Design for what kind of real world conditions?
Inside, outside (sunny), outside (partly cloudy)
In what pattern do we read webpages?
F-shape
Heat Maps:
- eye tracking or clicks
- use it to guide your layout
Eye tracking-people view from
left to right – lower right very seldom looked at
–also see how some pictures are scrutinized on left vs. the right
Lead magnets (a UX tool)
- Lead magnets are configurators or tools which either you create or leverage from 3rd parties
- The objective of “lead magnets” is to offer very customizable information to help prospects stay longer on your site-thus not going elsewhere to lookup information and thus are more likely to convert
User Testing: Human
Always needed but more so when a website is new, doing poorly or if scarce web analytics data.
Don’t make customers think when on your website (Steve Krug “Don’t make me Think”.
- Users in the test must match your target market
- Use checklists-rehearse/proof
- Give them a task list w/key actions
- Observe-don’t help them while doing a task- take notes
- Ask why, when the task is completed
What to do before making a design official?
A/B Split Testing
T/F
Sliders and carousels as well as static images are good for conversion.
False.
-Exception if you have a CTA on the slider, but still not good for SEO.
Features of email marketing
- Decline in B-C (especially with frequency of use with those <16 yrs.) Higher usage in B-B.
- However, email still a key component of digital marketing–especially with customers but great for prospecting if opted in
- Forrester’s wave identifies top email vendors based on current features, functionality and strategy e.g. leveraging other platforms like CRM, etc
Benefits of email marketing
• E-mail marketing - Tool for customer relationship management–One of the best performing digital options
• Advantages of e-mail marketing: – Extremely cost effective due to a low cost per contact – Highly targeted – Customizable on a mass scale – Completely measurable
Marketing automation
•Marketing automation software allows marketers to create workflows based on triggers and/or behaviors.
•Used mainly B-B but also in
B-C markets if larger order sizes and/or renewals involved (e.g., college, insurance)
•These workflows allow you to automate and deliver pre- determined messages and communications so they are time sensitive, 24/7/365 and trackable
Problems with email marketing
- Spam and clutter-over 30% of incoming emails spam- blocking
- Images in email often blocked
- Poor content-poorly written, no benefits just features
- Poor contact strategy-i.e. several emails per week
Contact strategy
Need to determine your optimal point by experimenting with different frequencies
Email Categories
- Transactional (e.g., order confirmation or shipped)
- Newsletters-informational
- Commercial-e.g., reminder to renew, offers
Two types or sub categories of commercial e-mails:
a. Promotional e-mails
b. Retention-based e-mails
7 Components of an E-mail
Components 1 & 2: The “From” & Subject Line are probably the most important components, as this will determine if they open or click on your email
- Header
- Peronalized greeting
- Body
- Footer
- Unsubscribe link
First Step in Executing an E-mail Campaign
Strategic planning around the goals you want to achieve (e.g. grow home delivery business)
Second in Executing an E-mail Campaign
Identify email list of those subscribers who have agreed to allow you to send them e-mails with marketing messages (permission based marketing)
Third in Executing an E-mail Campaign
Creative execution–E-mails can be created and viewed as HTML or as text e- mails
Fourth Step in Executing an E-mail Campaign
Integration of campaign with other channels-i.e. Video, Blog, podcast, etc.
Fifth Step in Executing an E-mail Campaign
-personalized/dynamic content
Customer opts in
• Then fills out profile page of what they are interested in, variables such as zip code, gender, age, preferences
• Company then sends them customized content
• Personalization vs. dynamic content
Sixth Step in Executing an E-mail Campaign
Deployment-e-mail marketers
- Create valuable content and consistency with landing page
- Test the e-mail for display and deliverability issues, spam scores
- Establishing the correct contact frequency
(Post Campaign)
Seventh Step in Executing an E-mail Campaign
Generate reports with key metrics:
a) Deliverability (e.g., disabled email
address) -bounce back
b) Open rate
c) Click thru rates
d) Conversion rate-buy something?
e) Unsubscribe./opt out rate
f) Pass-on rate-shared
(Post Campaign)
Eigth Step in Executing an E-mail Campaign
Analysis & optimize results
– Once the reports have been generated, analyze what the numbers are revealing and use this information to improve the next e-mail sent out
When subscribing email list
Opt in vs. opt out (user has to “un check”, not advisable)
Spam vs. permission based marketing-CAN-SPAM legislation
T/F
Buying lists from 3rd parties is a big risk.
True.
– Cannot know accuracy and if truly acquired by opt-ins
– Appears spammy – Brand reputation
Spam vs. permission based marketing…
…CAN-SPAM legislation
Email vendors usually have a…
…spam check
Spam filters look for…
…suspicious IPs, length, attachments, certain keywords, etc.
SPF
Sender ID/Sender Policy Framework email validation (detecting spoofing), by verifying sender IP addresses.
Risk of ISP block if…
…you are frequently reported by people- “marking emails as spam”
