How to meet user expectations - WordCamp Praha 2015
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Transcript of How to meet user expectations - WordCamp Praha 2015
How to meetuser expectationsWORKSHOP ON WORDCAMP PRAHA 2015
2Expectations vs. Reality
Site owner: Expectation: beautiful website $$$$$$$
Reality: high cost design nice looking website with poor UI $$
Site visitor: Expectation: looking for info/buying great UI paid $$$ and
returning/recommending
Reality: nice looking site poor UI, can’t find anything comes back only if $ is cheap and not recommending
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4Solution
Happy
customer
visitor intent your intent
$$$$$
for you
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5What to do about it?
Technical issues
Message communicated On-site
Anywhere else, prior to visit
Design & Ease of use
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6How to make it happen?
Web Analytics tracking
User behavior recording
Uptime and speed monitoring
Clear and consistent messages
Continuous testing and improvements
Alignment with overall strategy
Proper documentation on changes
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Technical challenges
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8Site speed
Gtmetrix WP plugin – GTMetrix for WordPress
Google PageSpeed Tools
Tools.pingdom.com
Webpagetest.org ***
Mobitest.akamai.com
Do you have CDN?
Example: ?
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Source:https://blog.kissmetrics.com/loading-time
10Browser compatibility
Browserling.com
Crossbrowsertesting.com
Browsera.com
Browseemall.com
Testingbot.com (with Selenium)
Litmus.com (for email testing)
Whenever you can, do the check manually on your hardware
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11Server & Uptime monitoring
Uptimerobot.com (with WP plugin)
Pingdom.com (Real User Monitoring, WP-Pingdom)
New Relic (with WP plugin)
Other popular plugins: WP Server, WordPress Server Load
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12Managing multiple WP websites?
ManageWP
MainWP
InfiniteWP
Ithemes Sync
JetPack
...
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Marketing mambo-jumbo
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15Consistent messages
Online ads Adwords (and other), media buying
Social media
Forums
Guest posts
You need to have and communicate same message across all marketing channels and it needs to match your offer. Don’t be vague, lie or misrepresent; it will get back to you.
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16What about your Landing Page?
Is the message matching the one from the incoming traffic?
Title, call to action
Content on the page offering what is promised
There is no rule about the length of the LP Just test
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On-site tracking
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18Web analytics
Google (Universal) analytics
KissMetrics
Mixpanel
Adobe SiteCatalyst
...
Most of them have WP plugins
I recommend instalation through Tag Manager (GTM, DTM)
Event tracking
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19Behavior on site
Clicktale
Mouseflow
Inspectlet
Crazyegg ***
Eyequant ***
Don’t forget to put notification and opt-out option in the Privacy Policy and/or Terms of Service file.
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20Behavior on site
Get feedback from your visitors: Qualaroo.com
iPerceptions.com
Proactive/dynamic/automated support: Intercom.io
Some custom/internal event-triggered solution
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Usability testing
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22Real life situations
Make personas
Go out and test on real people – coffee/beer breaks
Lab testing
Testing services: Usertesting.com
Mechanicalturk.com
Userlytics.com
Feedbacks: Fivesecondtest.com
Usabilia.com
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23Testing-shmesting
When did you do usability testing: before or after release?
Are you a HIPPO (Highest Paid Person’s Opinion)? Then make a decision and don’t wait until it’s too late
Make this a company culture/mindset
Grab someone from unrelated project
and let them try/run it out as soon as you
have first scatch-up
Wear the customer’s shoes and be cruel
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Website design and UX
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25Theme markets
A nice-looking theme is not always a good theme for your site Think about what visitors want to see, not what you want to see
SEO optimisation – not many are well made so be careful
There are no rules what is good or bad design Trends: flat, 3d, animated headers, etc.
Genesis framework and themes
Woo themes
Themeforest
Elegant themes
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26Elements on the website
Colors: http://blog.crazyegg.com/2012/07/11/website-color-palettes/
http://www.quicksprout.com/the-complete-guide-to-understand-customer-psychology-chapter-4/
Popups? Big NO!
Caroussels? Good for promo offers. Otherwise, only if you must...
Login with social media accounts? Of course!
Security symbols, proof of authority
Auto loaded video? No! How about sound? So 1990s...
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Finally: Conversion rate optimisation
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29What is the first thingyou would change?
Button? Background color? Photo? Headline? Call to action?
Strategy and your business goals FIRST!
Do the thinking about all the previous steps
Measure 3 times, cut only once
Testing and optimisation are not the same thing
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30How to do the actual testing?
Visual Website Optimizer (WP plugin)
Optimizely (WP plugin)
Unbounce
Leadpages
Google Content experiments – part of the Analytics
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31How long should it take?
Depends on: Your traffic volume
Current conversion rate
Business cycles
Average time to sale
Seasonality
Calculator: https://vwo.com/ab-split-test-duration/
A word about statistical significance: http://conversionxl.com/statistical-significance-does-not-equal-validity
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32Usual split testing myths & lies
I have most experience/hunch/feeling so why test? HiPPO, hello?
Statistical significance (magic 95%) is enough to stop the test
Test result (number, percentage lift) will get us % more money/articles sold
Test with no lift is failure
Only websites should be tested
Trends can be spotted early
Test results are valid forever
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33Checklist before testing
Did you try if all test variations display properly across browsers?
Are you sure your changes are allowed in all of the countries you are serving?
Do you need all of those plugins and scripts on the pages? Make them lighter and faster first
Do you know how long the test will run and when to stop it?
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34Useful resources
People to follow on Twitter: @kissmetrics, @cutroni, @peeplaja, @fastbloke, @optimiseordie,
@carmenmardiros
Blogs to follow: Unbounce.com, kissmetrics.com, cutroni.com, conversionxl.com, kaushik.net
Books to read: Don’t make me think, Designing for Behavior change, You should test that, 100
things every designer needs to know about people
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35About me & contact info
[email protected] or [email protected]
rs.linkedin.com/in/igorkolosov
@igorko_hub
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