increasing conversions through the user experience of content
DESCRIPTION
Originally Presented: 2013 MIMA Summit, October 2013 http://2013.mimasummit.org/session/increasing-conversions-through-the-user-experience-of-content/ The key to any successful content strategy is in setting objectives, analyzing results and making refinements to better align the two. Yet many organizations treat content analysis as an after-thought, or worse, a simple exercise in Google Analytics. As such, they never realize the maximum return on investment for either their content or its strategy. In this interactive presentation, Kris demonstrated through case studies and do-it-yourself techniques how a content strategy that incorporates user experience principles to analyze and modify content can achieve more successful messaging, stronger calls to action, and higher conversion rates for both web and mobile.TRANSCRIPT
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
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#3
Courtesy of GoldSilver.com
Courtesy of GoldSilver.com
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© 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/
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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