somet presentation
TRANSCRIPT
WHY YOUR WEBSITE SUCKS
Andy Hayes @andrewghayes
bit.ly/StopTheSuck
Or, “Does Your Web Site Actually Help Your
Tourism Business?”
IN THE NEXT HOUR…
Two goals:
understand what “effective” means in website
termshow to improve the experience your
Ideal Visitors have.
WORLD’S WORST WEBSITE
WEB USABILITY – “WEBSITE EXPERIENCE”
Making it effortless for an Ideal Reader to do whatever it is they came to your site to do.
What are you trying to achieve?
ATTENTION SPAN
Convince me in 3 seconds or less.
What would someone say about your site after…
3 seconds 15 seconds
RT @andrewghayes 90% of Travel Websites have too much “crap.” #SoMeT
MOST COMPANIES’ IDEAL VISITOR
Body Text here Body Text here This is a test 123
Photo by PatrickQ
WHO’S YOUR IDEAL VISITOR?
Body Text here Body Text here This is a test 123
Photo by PatrickQ
“persona”
PERSONAS
Important for all marketing activities – SEO, usability, content…
Common Mistake: Include attributes, not just demographics!
TIP: ASK PEOPLE TO SELF IDENTIFY
People do not mind self identifying to filter their choices.
PERSONALIZE
BIGGEST PROBLEM WITH MOST TOURISM SITES?
They’re unorganized.
Resist the urge to present all of the choices, all of the time. Too many Choices = User Chooses None
Hard to Read / Cluttered Menus, Navigation or Layout = Deal Killer
Web 3.0: Don’t be interactive for interactive’s sake. What’s in it for me, your visitor?
FEEDBACK
RT @andrewghayes: 80% of your website’s problems can solved by asking for feedback. #SoMeT
Random Fact: You’ll get different feedback from locals versus visitors. (Locals will invariably be more critical.)
GETTING FEEDBACK
Specificity Cost
SURVEYS
Do NOT Overengineer
The best survey is a text email: What works? What doesn’t?
Google Forms, 4qsurvey.com, kissinsights.com
NO POPUPS!
FOCUS GROUPS
Get a few of your past visitors together and chat.
Could be virtual, or what about real life if you can?
Do what works for you – there is no formula!
TESTING
You don’t need expensive labs or equipment.
Test Internet novices vs experts, new readers vs regular readers.
Do It Yourself, or: whatuserdo.com, feedbackarmy.com, fiverr.com, userfly.com, fivesecondtest.com
MEASURING
If you aren’t measuring it, you can’t improve it.
Pick one thing and work on it for a month.
Use a simple tracking document OUTSIDE analytics.
TWEAKS
How to improve? Again, one thing at a time…
HEADERS AND HOMEPAGES
Used to be the homepage was important, but now every page is an entry point.
Every page must answer: What is this place? Can you solve my problem? Can I trust you? What is the next step?
GET AN EDGE
It’s not about what’s above-the-fold, but what is on the fold…
ABOUT & PICTURES OF PEOPLE
People like to do business with people. Speaking of which, how’s your about page?
RT @andrewghayes Not-so-secret tourism marketing tool: pictures of people enjoying your destination.
#SoMeT
ARE YOU OFFICIAL?
If you’re an “official” body, say so – it adds credibility.
If you’re not official, don’t say so, but do highlight: certifications affiliations awards
Prove you’re not a spammer!
OTHER COMMON MISTAKES
× Fonts Too Small (14 pt is minimum)
× Distracting Widgets × Poorly designed / unorganised menus× Not catering for both visitors that
are familiar with your destination and ones that aren’t
× Not warning people when they’ll be leaving your site (text/visual clues can help)
CLOSING THOUGHT
Great businesses are obsessed about their visitors.
Are you obsessed?
Q & A TIME!
Got a question?
Email/Tweet me. I’d love to hear from you:
bit.ly/StopTheSuck