increasing conversions through the user experience of content
Post on 27-Jan-2015
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INCREASING CONVERSIONSTHROUGH THE
USER EXPERIENCE (UX)OF CONTENT
@krismausser DIGIA UX Inc.
THE USER EXPERIENCE OF CONTENT IS
CONTEXT
BRASS TACKS
• ANALYTICS MEAN MORE THAN GOOGLE• TARGET AUDIENCE IS NOT THE SAME AS USER
THE USER EXPERIENCE OF CONTENT IS PLACEMENT
DO SOMETHING!
Courtesy of ClickTale.com
Image Source: http://www.21stsoft.com/web-design-usability-how-to-quick-reference-guide/
69% View Left Half Of The Page
30% View Right Half!
Below The Fold? Only 19.7%
Courtesy of http://conversionxl.com/19-things-we-can-learn-from-numerous-heatmap-tests/
Courtesy of http://blog.kissmetrics.com/why-the-fold-is-a-myth/
Courtesy of ClickTale.com
Courtesy of http://www.wired.com/design/2013/06/iphone-screens/
#1
Courtesy of GoldSilver.com
#2
Courtesy of GoldSilver.com
#3
Courtesy of GoldSilver.com
Courtesy of GoldSilver.com
Courtesy of GoldSilver.com
© DIGIA UX Inc.
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BRASS TACKS
• CONTENT IS A CUSTOMER SERVICE• CONTENT DECISIONS ARE A BALANCING ACT
THE USER EXPERIENCE OF CONTENT IS FINDABILITY
Interaction Break
Courtesy of Jakob NielsenSource: http://www.nngroup.com/articles/fancy-formatting-looks-like-an-ad/
Courtesy of Nisha PatelSource: http://slodive.com/web-development/test-call-action-placement-heat-maps/
PUBLISH CONTENT WHERE YOUR CUSTOMERS ARE LOOKING
BRASS TACKS
• CONTENT IS AFFECTED BY PERCEPTION• COMPREHENSION IS INFLUENCED BY STRUCTURE
THE USER EXPERIENCE OF CONTENT IS...
PRIORITIZATION
TASKS
INFORMATION
COMMUNITY
RETAIN
SURFERS
BOOKMARKERS
CUSTOMERS
© DIGIA UX Inc.
Content Engagement Funnel
TASKS
INFORMATION
COMMUNITY
RETAIN
SURFERS
BOOKMARKERS
CUSTOMERS
© DIGIA UX Inc.
Content Engagement Funnel
TASKS
INFORMATION
COMMUNITY
RETAIN
SURFERS
BOOKMARKERS
CUSTOMERS
© DIGIA UX Inc.
Content Engagement Funnel
ALIGN CONTENT WITH EYE TRACKING RESULTS
For practical take-away, see also: Guerrilla Content Strategy for Home Page ContentSource: http://discontentedcompany.com/2013/02/28/guerrilla-content-strategy-for-homepage-content/
Task
TaskTask Info
Info Info Info Info Info
Info
Retain
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TaskTask Info
Info Info Info Info Info
Info
Retain
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Task
TaskTask Info
Info Info Info Info Info
Info
Retain
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Task
TaskTask Info
Info Info Info Info Info
Info
Retain
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TaskTask Info
Info Info Info Info Info
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BRASS TACKS
• THERE ARE 4 KINDS OF CONTENT• WHERE YOU PLACE THEM MATTERS
THE USER EXPERIENCE OF CONTENT IS...
THE EXPERIENCE!
See Also: Soul Pancake’s Take a Seat - Make a FriendSource: http://www.youtube.com/watch?v=HfHV4-N2LxQ
Source: http://www.followtheuxleader.com©DIGIA UX Inc.
BRASS TACKS
• IT’S NOT ALWAYS ABOUT THE CONTENT• CONTENT IS MEANT TO BE EXPERIENCED
Alice for iPadSource: http://www.youtube.com/watch?v=gew68Qj5kxw
CONTENT AFFECTS EXPERIENCE
&EXPERIENCE AFFECTS
CONTENT
BOTH AFFECT BUSINESS!
THANK YOU!@krismausser DIGIA UX Inc.
http://www.digiaux.com
Blog: http://www.discontentedcompany.com
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