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Agenda:
Jaco de Wet has been practicing as a User Experience Designer for more than a decade. He worked on the award winning Private Property site as well as Nedbank & Standard Bank mobile apps to name a few. He currently works at IoT.nxt as Lead Experience Designer. He is also a Certified Usability Analyst (2011) from Human Factors International.
Webinar: 3 Ways to generate more leads from your website - transcript
Speaker 1 00:00
couple of Banks mostly fintech before I then joined as a l Ina at it let next and also a certified usability analyst from human factors international you're welcome to ping me on LinkedIn as well always good to have a chat to people
Speaker 1 00:18
so just solve the problem I guess that hand about how to improve your conversions in the website with get more leads we really kind of focused around kind of three things firstly kind of identifying the problem areas reviewing their formation on this kind of problem areas and then
Speaker 1 00:39
ideally how you can actually then improve on those elements itself so there's a really the three ways you would go about doing this so funny problem areas are typically something that you need to do through data right and one of the main
Speaker 1 00:58
I guess data sources would be your Google Analytics and what's beautiful about the nurses that they do obviously cater to the need for identifying those problem areas they obviously have massive years of experience and dealing with that
Speaker 1 01:14
but the one thing you need to kind of just try and remember to collect it yourself is to reconsider what you know to be true Annalise have to learn from the user's behaviour I think it's quite humbling sometimes when you think you know what was happening on your website and only to discover that something else completely something else completely different things happening so don't have these can preconceived ideas of exactly what you think is happening try and be humbled by your data so
Speaker 1 01:47
my first port-of-call would be something along the lines of behaviour for reports on Google Analytics it's hugely powerful and it's just visually quite rich and explain spot-weld what's happening so you can see here
Speaker 1 02:02
when you access the report it gives you a breakdown of your most access pages to start mint and then it shows you the breakdown of the traffic that flows out of that page into the next page for example so in this example they would show you that 28% of
Speaker 1 02:21
8% sorry 28 of the 103 years is 21.4% out of 78.6% actually moved on so that means you had a drop off of 78% which is not ideal so ideally wanted to try and like lesson that number of Dropbox we always want people to move on and that's obviously one of the conversion rate this
Speaker 1 02:47
triggers of points that we can have dial into so just to know that you can actually get it if you go to behaviour behaviour floor and then that is the report you'll see like by default obviously just choose your date range etc so if you had to come and measure at the month-to-month
Speaker 1 03:05
to see if you actually made improvements etc this is the way you would go about doing that so I think the first step is just look at these pages like try and identify which page is you're looking at and where they're not that's kind of the journey that you're trying to improve on and then visualise it anyway for yourself that kind of you know just makes it a bit more tangible a bit bit more real than a mock-up that floor put in the values there and play around with this information
Speaker 1 03:38
sometimes you will come to find that users will use your side in the way you never imagined or intended nothing the intended path often something that we get stuck on right we different kind of have this idea of what you want users to do and then they completely mess about with the way you want them to come up and use the site especially on more complex can I use a journeys at cetera the next step would then typically do is also going to google the rest of Google Analytics and I would look at end of time spent which sample
Speaker 1 04:17
it's sometimes indicative of whether not a page where people visit that they spent a little time with a high bounce rate that would be an indication of an irrelevance just so you know about straight if you don't know is obviously the if a page visited and the user did not engage any further so they landed on her page and then they dropped off immediately without engaging the rest of your site so again you want to come have look at something that has gone away
Speaker 1 04:52
mean of a time spent with a reasonable bounce rate so but I'll go into that a bit more and in terms of relevancy and all that fun stuff so short short time spent high bounce rate would show relevances is this problem problem if someone is spending a long time on it but still have a relatively high bounce rate it probably means that the information you're looking at it's probably hard to come sport difficult to consume so I think a lot of those times before they ask me about what's a good bounce rate or what's it too short or too to longer period of time
Speaker 1 05:28
difference from website industry purpose or love that's gonna think so there's no real kind of Golden Thread in in terms of pounds rate it said the only way you can really tell with a 0 you have a good bounce rate of Bud Brown straight to scan measuring you get yourself
Speaker 1 05:45
set always good to start somewhere have a benchmark of any sort and then try and improve on those values I think that is only compete against yourself don't try and compete against anyone else for that matter and then in terms of bounce rates you know look at your average and then look at how the pages relevant relevant to your average bounce rate Compares
Speaker 1 06:11
so obviously homepage you want to try and get as low as possible because essentially if anyone visits your home page and they drop off it means that none of the information that you displayed on your homepage was relevant to the user on a particular article page that would make more sense right if the content is not that relevant that they might drop off so but again will dig into that little deeper
Speaker 1 06:34
so the idea is really trying to get the users to move forward based on this information that you sing so just have to look back look at the kind of what are the obvious navigating patterns you can spot what is repeatedly happening in a try and get a sense of what's actually occurring on your website can you motivate or hypothesize why the uses of following a navigation journey that just trying to think like what's the reason for them dropping off on this particular page trying to be a bit more like myself away and Tim's your website
Speaker 1 07:06
and is the journey something that you want and other words the department you noticing is it something that you want or is it something that you want to change the behaviour of is it something you want to actually channel them slightly different
Speaker 1 07:20
and that will help you to connect to find what your next steps might be something to just keep in mind or two things to keep in mind when looking at can a journey spotting or a mapping is that you have to understand that
Speaker 1 07:38
returning and new years as they have different journeys someone that has been to your page before might have a less time spent on your homepage because they've already kind of they really know where they wanted to go
Speaker 1 07:51
or a returning a new user might spend a little more time on your homepage so it's it's important to maybe also just segment your audiences when looking at that data sets and then the second thing is considered at mobile and desktop have different user journeys as well I
Speaker 1 08:09
think the important but she has to understand the use case for wooden axe on your website on mobile and when someone is asking after seeing your your website on desktop in a mobile there's a big is a typical pattern and terms of the way people access your information
Speaker 1 08:29
is maybe on the fly there from the spare you know that kind of a how many times would be not looked at your phone in a queue or something or you just remembered like I need to do something and you can check out the website
Speaker 1 08:41
it's very circumstantial to try and also segment that part of it in terms of your audiences if you really want to kind of dig a little deeper they are some amazing kind of user behaviour software that allows you to connect do session replace that we can actually see which like how are user use them out how they where they clicked it will give you heat maps of her father's scrolled what areas people try to click on or I don't know if you do it but I do like you actually you must read with your cursor and you can see where people are kind of focusing there's their time and obviously in most of these tools they they have more advanced finals petrusville all of this in one Way Or Another is available in Google but not not maybe to the same extent so is there anything you guys wanna know about
Speaker 1 09:42
the data spot specifically that this really is a lot more kind of and have had his domain in terms of understanding the speciality and assessments and all that kind of stuff so I'm happy to come in here and
Speaker 1 09:56
just one note that we have in terms of looking at the at the pages is everybody is good limited resources got like 1 hour to change tonight though the website so I just want to make a note in terms of you don't have to boil the ocean you don't have to change all the pages
Speaker 1 10:21
just fine so when you look at your pages and later you see if couple of pages were really poor bounce rate look at the ones that get actually get worse if it gets a lot of visitors so just look at your top five
Speaker 1 10:35
pages in terms of volume and which ones are good or bad today any proof all you play this on the website because a few people go there just fine like look at the top five and identify to that site and then I'm shocked that you know
Speaker 1 10:51
something at 2 that Friday is that this is not a one-off exercise I think so he's like people need to realise that this is something you should do on a monthly basis or you know like it's a journey that you take
Speaker 1 11:05
continuously and Anna refine and and and polish that kind of journey that you looking at home I see there's probably a whole thing like that had a beer and one page landing page quickly campaign but also the kind that have
Speaker 1 11:31
multisites so for instance one of them has 16 uniques all on one side with subdomains and how does that level of interest over 100 pages this multi-site so how would the checking process needs to be adapted for a major site like that I think in in a scenario where if the landing pages are
Speaker 1 11:58
obviously if I understand you correctly it one landing page but you have the same landing page distributed across multiple spas is an example correct Sir Francis all the stars will be running the same promotion so there's a central promotion page
Speaker 1 12:16
redirect page sub mini side with into that they go to the relevant spine it's very complicated and Frankie Park journey but Candice tracking be implemented across everything 2 show where things are falling over or
Speaker 1 12:39
how do I need to adjust the tracking of the old old jump on a call with you afterwards and just have a chat further you also asked if have we started using J4 with the same behaviour floor because I'll answer that
Speaker 1 13:06
everybody will laugh universal Analytics I know and then in a theory you should have 24 ready you do get the get a user flow report inside google analytics for its hidden away in it's a little bit complicated to use
Speaker 1 13:24
what what J4 does have which is absolutely amazing it's got an engagement rate metric so the bounce rate is gone away so bouncy when it's really good and google Analytics see because you can see people as us left but ga4 was got a new one called the engagement rate which is way better and
Speaker 1 13:45
I'm happy to to share like how to use those reports will take a note enable you just make it a note to reach out to Krabi to just showing those two two reports on the behaviour floor and you said identify a place that sucks and then an suck it
Speaker 1 14:13
how do you do guys use the behaviour floor to identify play just like that all that could be improved and then how do you read that behaviour floor that you open the the dialogue with do you want to just go up to that slide okay I'll talk to it
Speaker 1 14:31
so after that the most important thing is is I'm exceptionally lazy let's just call it Dynasty me to laseraway in you I know I don't know why but your your screen is landscapes on my my miss you know nobody else has got that
Speaker 1 14:49
if you see that starting page where you see the second column so that setting page that usually your homepage and and and I saw usually look at them both and see how many people fall off there so any data I can see there's a lot of people falling off their time like I think they own place me to bit of attention they not I do if I go one call I'm to the right and I just look at the top three pages there and I see which ones are like the most important ones there and that's usually where I start I just go and fix them play to see if you can prove that and those three three Pages I can see if I'm proof course
Speaker 1 15:29
the reality is that most people entered there and then I go to the 2nd or 3rd or 4th base paint and then they leave so ignore the column for like people are just not there's not a lot of volume they're so focused on like the main floor or file people move through the site and
Speaker 1 15:46
people go to the home go to about us page so we've realised that people are my ID and that's like a big journey so we have identified that with my work on the on the bath of stage yet on what if you have one of those endless scroll
Speaker 1 16:10
sites that just like that is your page mapping software that I try and crazy egg that is that's the only thing that you can use those people aren't moving between pages of Google Analytics can't see that so if you install hard drive it's gonna show you
Speaker 1 16:31
the website they've sold and where they've kicked is well then you can get a sense of like what's happening on the 2 on the page get Google Analytics for can show you of all people have scrolled to be one lyrics for the little bit better but I would rather just use crazy crazy egg okay I'm done you have a question
Speaker 1 16:53
just a quick question sorry I joined late and I used to use hotjar many many years ago and we decided not to use it anymore because of the extra load and it just slow down all of the sides that we ran it on and that was the period when he could still see some a visual tracking on Google Analytics I don't know if you can remember that
Speaker 1 17:19
couple of years ago you could see both visual tracking but you can still see another one of the Chrome plugins not as detailed as hard drive which records the uses a shame on their browsing behaviour but my question actually it does it still had
Speaker 1 17:37
or or create a lot of extra hours does it slow down your your page where you actually run it on it's the question because I mean if you taste that didn't use it for pasting the final on your whole process I mean next Monday work for just like
Speaker 1 17:58
to debate at the website and has to have these are they are they okay with a slight decrease in this in the speed of the side compared with the insides of but they're gonna get from at what I do think it is is to run at the been to switch it off if you're not using it because it does it
Speaker 1 18:19
it was Pitch Black but I think that's a question for each website owner is speed and usability nephew won't awesome door getting the insights from from the software and I think that's when we just got a question would you say to have an Ender Scrolls or should have be
Speaker 1 18:41
adaptive your crew that's a good question again it's that I don't think there's a Silver Bullet for something like that it really depends on what you trying to achieve if you try and do like have a single message that you trying to communicate
Speaker 1 18:57
communicate and then to try and convert a single pages useful but if you have quite a number of topics that you trying to communicate and that you know you need to unpack it more ideally I would never get away and and allow gonna more content breakups to happen further down there the journey
Speaker 1 19:17
I am so so obvious also made a point if you do ever want a scroller installed Google Analytics for its way better than 63 terms of measurement and scrolled excited because there's a cool I think you can continue
Speaker 1 19:38
so that we have the data and I really do enjoy making it easier to consume I really do feel like I'm begging yourself and different ways allows you to can I have a different perspective so one of the ways that I'll try and do this which if this is bike reading corner by attorney fees and
Speaker 1 19:59
my psychics can drop you a link in the chat I use mirror specifically are you can actually have a three-page whatever you and there's a ton of templates that allow you to kind of do this and dump stuff it's like this massive canvas that you can just play with you can drop in any photos
Speaker 1 20:17
little flow diagrams etc but I found this and I feel if you google this as well you find like a wealth of knowledge around journey mapping and 30 years to get a deep dive into just what you think could potentially be the issue and even if you don't have the right
Speaker 1 20:38
information on hand make assumptions prove yourself wrong at some point but start somewhere because I think just always being not in the know is also not ideal so being completely ignore and do it as it's not a it's not helping anyone
Speaker 1 20:52
so what does journeymap is allowing you to do is gonna look at the jobs to be done so you'd have his kind of journey you look at the jobs to be done so what are the tasks that the user can form read the contacts and touch points
Speaker 1 21:07
what part of the service are they wanting to interact with what are the games for the user so what is the use motivation the benefits to performing these tasks and what are the pain points like what would stop or hinder the user from action moving forward in your journey and then emotion and there's something that I think people forget is that a user is not just like this kind of emotionless entity at the end of the day there's some apprehensiveness or
Speaker 1 21:31
excited nurse or stressed out nalang nys is that the user might actually in experience if you think about any buying journey or any kind of more kind of like a larger commitment using it to make this is certain amount of
Speaker 1 21:48
angst that you need to kind of deal with and it's something that you can actually start plotting so like at what point is excited or not so what this allows you to do and reflect on those like are you sure you're giving the user what they need
Speaker 1 22:06
in order to commit are you giving them the right information are you giving them the right amount of like comfort to kind of commit you know like are you gonna tell him that you're not gonna spam them or you know like
Speaker 1 22:20
how were they Gonna commit to what you asked them to do without creating that kind of anxiety that they might experience so when are the things that be for example there's like when we say to people that they can register online
Speaker 1 22:35
we give them a reason and we also tell them that's free and also like registering doesn't come with like unknowns in the journey so we trying like I never explain to them on the road there like why why it's okay why they should be able to commit
Speaker 1 22:55
so when you gonna win by yourself that's gonna journey it really does help you to better empathize with you user and that's really what you need to try and do overtime this really kind of understand it from their perspective or
Speaker 1 23:08
can I just stop by there is 90% off of the site of Missy is about us like we create I was fine I was services like werewolves hour and and and a lot of times when will we get our situations are like how do I unlock my website or like make it better if you say the website you went fine is it for you right
Speaker 1 23:35
now but you just get that just think it's like for me it's about like you wear if you're gonna have to have a conversation with someone about your company right are you gonna just run around with a bunch of trophies and like you know like boastfulness about like yesterday certain amount of like you know credibility that she trying to build up but you're not gonna be arrogant about it
Speaker 1 24:02
you know there's a certain amount of the humility that you need to take in approaching the use as well like Imagine he actually sitting in front of them talking to them saying what you want to say if
Speaker 1 24:14
Don just dropped a little chat and I get there I guess the swell like a book because I think for me that's always been quite interesting when people like just want to show off but it's it's really about the engagement party and it's kind of a turn-off when people are like two kind of inner self bloating so just up to this point like you know if we reflect the more you work with your data the better you'll get to understand what's happening and better empathize with users look at things more holistically find different ways to visualise and consume the information that you've had them that you
Speaker 1 24:59
that you have available to you and then when you don't have data start somewhere use a baseline make assumptions in the meanwhile until you prove yourself otherwise I think it's important to just get that out there as well because sometimes people are debilitated by the fact they don't have any information
Speaker 1 25:15
start somewhere otherwise you just never gonna get them so now that we can identify some of the problem areas the next step would be to really look at the actual pages themselves like what if we took but content engagement and like how people actually work with information on screen and how do you then reduce the bounce rates slacker mention we have the data now let's focus on the actual screens themselves and one of the ways that I do that is by actually
Speaker 1 25:49
on the Mac I've got a little too cool paparazzi and what it does that actually captured the entire screen for me so like screen grab it for me and I found actually wanted to other websites it would do the same thing again mirror is a great tool way once you've done is done your screen grabs go and dump the screen grabs and side mirror and look at your screen side-by-side
Speaker 1 26:09
and one of the reasons I do this and I'm using now just because we know we've made some horrible mistakes were in the process of fixing it but you know look for design inconsistencies on your page is like work
Speaker 1 26:25
what might trigger a user to not like the website maybe there's like an intercom system experience that we giving them you know maybe it's something that they expecting my call To Action at the top of each page and we don't we not giving it to them you know like there are certain things that we need to look at that could be triggering to users what are those
Speaker 1 26:46
the other thing to look at on a page specifically if you have maybe if you guys are talking about those long 1 pages is our kind of being too aggressive for two conservative with the buttons and colours on the page are
Speaker 1 26:58
going to the button conversation little later but it's something to also consider that are you are you giving the user the right amount of conversion points are you giving them enough information and then the ability to then move on
Speaker 1 27:15
and this is particularly important with kind of more critical conversions so special On by now or add to cart gonna snow Rio commitment on those pages is important so like how do you create focus on a page like that so this is a get along really keen on buying but I also looked otherwise for places that might be cheaper but it's gonna be a lot harder to identify that conversionpoint when you have like one two three
Speaker 1 27:46
looking and elements of the same colour you know like it's not ideal and then you have this massive logo area to compete with and I can understand why they've done all of this right there and their mind they probably like all this is important and that is important it's important to like shoulder brands but it's some point you have to prioritise your important this was like what is the most
Speaker 1 28:11
one of my mentors before always told me is like look at the page and what is the number one job of this page and is the number one job is to court then make that the most important element on that screen
Speaker 1 28:26
and I got a question yesterday inquiring in a quad biking is as effective as the arcane to be who would have formed on the left-hand side by side to be better I think if I may I don't know I think you probably need to look at again maybe this scenario you looking at and then maybe look at some and I'll I'll show you guys in a neat little trick
Speaker 1 29:03
is look at some patterns that might exist already so material guidelines for example have something called the floating action button the fab and they have huge write-ups about how to use it when to use it went to not use it all those kind of things so they're like a ton of literature and Resources out there to answer that question I
Speaker 1 29:27
just don't know offhand I'll probably go and look at it when I'm in that scenario I think maybe in some ways I would probably think that it is if the only conversionpoint is the form then potentially but I
Speaker 1 29:43
think it's the Den you can have you dreading this kind of maybe distraction from the content so it's it's like to hear it it's it's hard to answer that off and unfortunately sorry I'm gonna be the first person tell you that I don't know like I've got this like confidence m and if it's below Cinemark I'm just gonna tell you I like sorry it's like I've got an answer confidently
Speaker 1 30:08
this is one of those days so I think with that in mind why do users bounce digitally not literally and like maybe then Gary what did you call it on ga 400 engagement so I guess bounce is probably going to be less effective going forward but
Speaker 1 30:32
if you look at the reasons for the engagement rate not being well well I suppose a couple of reasons for that the top ones I would imagine all that I've got a distilled it down to was expectation as much you know does the page deliver on
Speaker 1 30:55
what I wanted to deliver an organic search irrelevant sometimes Google gets it wrong or maybe you'll phrasing is wrong when you actually search for something and that might return a result that is less relevant to the user and
Speaker 1 31:11
appealing website now again this is something that you could also argue as desktop and mobile you need to consider that you know those two form factors may have very different experiences and that killed like an appealing website says be a
Speaker 1 31:28
lack of call To Action if the user gets the content but is no way for them to kind of move on that's also have a failure point and too many options is like that you know choice paralysis if if there's just too much going on the user might just kind of abandoned and try and find the next one that actually has more focused on a journey I
Speaker 1 31:51
want to over pack because story about those too many options thing and everybody has probably been to a market and there's always that sells jam I will always one selling jam and what happens if you walk past the stunning stunning jam but she's got it in the front jumps sitting there and it's like you have to try this time and I'm like I can't use it in different times and then I just walk away because it's the cognitive load in the effort to choose is just too much of it with the exact same thing
Speaker 1 32:23
at 1 p cannot jam one raspberry jam okay cool I'll try but I can't deal with it it's just too so the number one reason is content often that especially when people ask me to help them with the website I said to them
Speaker 1 32:43
like do you have the coffee ready like beer the content handy and they have no no no it's fine we'll just do it like you know and I'm like no the website the building a website honestly easiest part of the entire journey
Speaker 1 32:55
getting your copyright is probably the hardest thing on on getting out the right on the website and I found a neat little study that kind of will kind of explain my point you're so the Nielsen Norman
Speaker 1 33:13
they are really like the forefathers of your exam conducted a study where they they they looked at how people are reading websites and 79% of the test uses always scanned any new page only 16% of the people would read the pages word by word you might find out there's a demographic element years and I think the younger the people get the less
Speaker 1 33:39
word by word people you'll find but an even newer study then found that people who read email newsletters even less so or more can a scanning more so in and one of the things that I have is that they don't try to say sit with and they've kind of
Speaker 1 34:00
slammed it down to these kind of Four Points is a how how quickly people able to kind of consumer information the number of Reading areas and understanding they made or had of the content that they consumed where the able to clean a brick wall the information that they saw and did they understand the structure of of the information that they that they seem that they viewed so they have the scanner control copy
Speaker 1 34:29
of the skin promotional information and they called it using market is kind of talk you know it's like kind of marketing very brochure like content so I'm going to just read this one and then the rest I'm not gonna read but you can see it in in your own time to Nebraska is filled with internationally recognised attractions that Drew large crowds of people every year without fail in 1996 some of the most popular places for Fort Robinson state park
Speaker 1 34:58
350,000 visitors Scotts bluff national monument 132,000 166 Arbor Lodge state historical Park Museum hundred thousand carhenge 66598 stuhr Museum ok anyway you get the point there's a lot of information there and they use this is the control copy and then what they did is they actually
Speaker 1 35:23
rewrote this content in three or four different manners to see how they could improve on the way people with them kind of measured on right the time there is memory inside structure so the first thing I did was
Speaker 1 35:38
just made it more concise so you can see they took out the numbers they got more to the point and they have about half the word count just in that improve the actual copyreading by 58% now they didn't stop there they then went on to go okay cool what if we made them slightly more scannable so they took the same copy game they've introduced back there Cinemark the words we can see you in the values and back
Speaker 1 36:08
but just making it the last Park mall structure they allow the user to be able to kiss can they kind of different areas that were visited most popular places and just that then created a 47% improvement and consumption
Speaker 1 36:23
then the written in objective language so it was more neutral typically something that you would find insane use type written article so less you'll see the every year popular all that can stop so like they took out that kind of very descriptive words just mad at them objektiv that improved it on 20 27%
Speaker 1 36:47
combined they took all of that kind of writing styles and then came up with this copy and it had an improvement of 124% over the control content that they had so you can imagine that if you have to review your product information you are about us information your homepage copy or your services page is all with the scanner same lens
Speaker 1 37:15
how more effective produces be able to connect consumer information that they're looking at so one of the things that they did kind of then just found it down to was that they think that the kind of promotional language in posters of cognitive burden so I don't know what you would like I've got limited bandwidth when I cannot read or you know otherwise and I can imagine that it's overloading you with information that's probably gonna very sore
Speaker 1 37:48
like not useful in the situation especially if you can of dumbing it down to what their formation is about what they use is probably looking at midnight some of that same thinking in some of our services pages initially and what we did this week and I looked at
Speaker 1 38:05
just making it exciting most cannibal but breaking up the content pieces giving it a bit more negative space and then also you know train to Cannon make some of this the actual to look in a bulleted in the hopes that obviously that users would be able to kind of improve on what they've consumed sorry for my English questions
Speaker 1 38:35
with the examples there's a lot of data that it would be better to have some concise market is type copies of the papers but then actual visualisation on the visitor rather than a glass or something cuz
Speaker 1 39:03
my bread youngsters took a pictures not words I think what what is what does is telling us is do not copy and paste your brochure information I think that's often what is happening right people right like have just going to write up of what they're trying to communicate and then they would copy and paste it onto a website
Speaker 1 39:29
there are ways of visualising it better and maybe include a bit of Personality I'm not arguing that we should like sterilize absolutely everything I think what it is telling us is to be a bit more conservative
Speaker 1 39:44
with that can a marketing speak and being to the basement trying to communicate something so it I think it's more of an awareness thing that we need to gonna be looking at then completely sterilising everything that we push our place online order was just being incredibly boring Place
Speaker 1 40:04
On Topic in terms of increasing sales online stop developers marketing-speak and just give people the information they need objectively to make a decision on their own or actually could work off and right is just give the initial part to the user if they then want to dig deeper there's always an opportunity to for them to read more or to expand on the
Speaker 1 40:38
product information so if you have to write like literally paragraph of what this product is about or what the service is about give them that part if they then want to Delve into what the information is that you have bailable then give them that you know but it's creating that opportunity to do that
Speaker 1 40:55
okay and the job just for interest sake it can be on the same page I just have to be like another page necessarily but just reduce that colour overhead initially so inherently what it means that content engagement
Speaker 1 41:14
improvements will reduce a bouncer at Maggie's content engagement improvement is really worked here for is aiming so they've probably been to summarise did into a single upwards trend Sophie just going to reflect on the other considerations to to improve your actual page
Speaker 1 41:37
is something called information of teacher make sure it's logical prioritise briefly touch on it but my information like that you can really kind of have an entire presentation on its own it's massive but it's usually important if you don't know anything about that
Speaker 1 41:54
she's going to check it out if you're content is readable an easy to consume like a man should know and then test your content on this topic mobile devices not everything needs to be on both environments and your user journeys should be able to also reflect that
Speaker 1 42:10
if if you look at those properly you up you just go back one have time to go into into the details of those three are we still need to come over the course of action items is there any questions around content and the structuring of contents that Yahoo has
Speaker 1 42:31
spoken about no more questions about that and then we gonna do some quick Q&A stuff so I think I think just just go to the to the sort of a boat clear slides out that will add value to the Helping helping them convert the customers into into Leeds
Speaker 1 43:02
so I mean that the improving pathways the call-to-actions really comes down to like what does a button look like and it's it's it's less about the Coffin people's like what's the colour that I think it's less about that and more about other things so
Speaker 1 43:18
placement structure and size is really important and placement to start with this just if you get back to that taking that a high-level view of your page you know place the weapons and look at them again so if you go back to these kind of pages see whether not you effectively placed the actual but within the user's ability to Canon scan down the page and
Speaker 1 43:41
like I mentioned earlier there a massive amounts of resources out there that can I speak to placement and structure and anatomy and hierarchy of patterns one example of that is material guidelines it is it it's Google's
Speaker 1 44:01
library of all the app design and web design that they have online they don't necessarily always followed a hundred percent but it's a huge resource others that I can think of that are great references are IBM has quite a good one and Huber has a very good
Speaker 1 44:19
guideline you can think of it as like they see I died lines but more kind of focused around the user experience design and the user interface design and properties and they write like I have motivations even tell you what not to do which is sometimes actually a lot more useful than just trying you what to do and
Speaker 1 44:39
they even motivate why you shouldn't be doing certain things another thing to consider is just says please don't make your buttons too small there's actually like a 66-year old lawyer that still applies called fitts law
Speaker 1 44:53
is like that the synopsis of it is the time to reach the target depends on the distance to the target and its size and that's one of the reasons if you ever wondered why buttons are placed at the top left-hand or bottom left hand or right hand corner is is because your mouth spit stuck there
Speaker 1 45:11
so like if you have to kind of clothes or minimise of maximize your windows it's a reason why I stop Play stop left because you're busy but actually stopped there obviously moved into the kind of touch here so I guess it's just a pattern that continued because then we actually created expectation of where button should live in art
Speaker 1 45:31
and the last thing I wanted just touch on again like please make a button look up and respond but then please alter consider the copy for that button and okay is not a good app for that but just briefly touch on poppy on buttons this
Speaker 1 45:52
again there's there's a ton of literature out there about micro copy and call To Action can't copy but just to kind of look at this briefly this is an example in Dropbox example where they would have create file in and then you have your folder list and then the repeat the actual verb as to what you can what you about to do
Speaker 1 46:12
and that helps the user to kind of create intent and purpose so they know what to look for when they want to create a file in something and then have the command actually execute that is also important on Patrick and critical convention pages allowed to court every user needs to add something to the court added to the card if someone has to publish something to a place then make it a publish in a
Speaker 1 46:38
bit for that you don't use words that great ambiguity right so if you want to remove something from my list and you wanna don't add the word se delete because delete could mean it not just removing it from the list but you and removing it completely
Speaker 1 46:56
innocent like do consider creating unambiguous terms when you trying to get a user to move on or do something specifically in the next step the game just a recap so like find the problem areas dick through Analytics review the pages at fault they said she paid from a different perspective really play around with the the information that you have at hand and then improve your pathways make sure you have good looking buttons and that you've looked at the content as a whole
Speaker 1 47:28
this presentation and video will be made available after the session with that we have all the links and additional resources at your disposal so yeah Google any questions sorry I cannot on I swear with the call-to-action buttons
Speaker 1 47:57
no more than 83 on a page I think what's important to consider is not necessarily the number of buttons on a page but are they placed within the same viewport sofa example if you have a a piece of content if maybe if I go to an example nice one with the multiple
Speaker 1 48:26
on different spaces so you'll see that we try and limit the number of buttons within a specified viewport when I call viewport is like if I if I scroll through this page I should really only be able to see that part of it right
Speaker 1 48:42
that's a centre focus point the same with the hit a button that said try so Elizabeth Ann and you'll see have created some hierarchy and terms of what I want you to do this is what you can do further on so that's how you then do the third or
Speaker 1 48:58
you know what signal of the button but that also speaks to what you see here right primary button secondary button and tertiary button and sometimes all three of those are within view but you create like
Speaker 1 49:13
high contrast in patterns vs less contrast vs you know less visual and over for dinner so that would be your least prioritised action and then yes but again it also depends on what your point or purpose would be
Speaker 1 49:33
there anything is there any risk if you wanted that like I'm paid when we put some towards the top of page to we have it somewhere else to stay and change it to see where it gets nice action you're saying I guess some
Speaker 1 49:51
ab testing would be useful to trying to terminate again I think if you had if you had enough people going through a particular page or something play around you will only know once you've started playing around with this gonna stuff and test it with your audience etc within your specific use case
Speaker 1 50:07
so what I would suggest a follow the best practices and then following that you try and test it with uses naina hi I just wanted to know from obviously you have your blog pages etc so that kind of contents changing all the time
Speaker 1 50:36
but yeah I love the thing of a consumer journey and having on your homepage like content that is you know showcasing the RAV4 how often would that need to change and I guess I'd probably get the other on answering my own cuz it probably get that from the data of
Speaker 1 50:59
how many people jumping on our website every month or so if your value proposition remains the same that they should be really reason to change it and I don't know what the implications of SEO would be nice if I
Speaker 1 51:23
guess with with company formation is no real danger and making it slightly more static so I think what is important obviously you have your dynamic content to your blogs and those kind of things to recycle on page
Speaker 1 51:40
and then it is very important obviously and you gotta just keep that height that hygiene up to scratch all the time let me know what you going to do this weekend wrap-up you're cool thank you very much for the session I think it's from the from the people staying I think that shows that people sell value from it you welcome to email me
Speaker 1 52:14
if you if you have any questions I post my email address in there anything we Focus more on the analytics part of all of this Sunday you expect to find like where what people doing the weather dropping off
Speaker 1 52:30
to welcome to email me he won't stay on the call so we gonna stop the recording in in in a minute but found a cool like I understand they call and ask you a question or if anybody else is got a question and I became a chef
Speaker 1 52:45
stay and we'll we can talk through through like any of the any specific questions right Google thanks thanks for joining anybody thanks Ron thanks-thanks-thanks
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