Ux of search workshop isite design_feb2012
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Transcript of Ux of search workshop isite design_feb2012
Search, Analytics, and UX
Prepared for University of Oregon, School of JournalismFebruary 2012
1
Intro
Goals
Hi!
1. Identify user experience factors influencing the success of an SEO and/or SEM campaign
2. Identify keyword research tools and techniques3. Identify metrics and analytics best practices
2
Agenda
3
Agenda • How do you get started? Creating and maintaining a campaign
• Designing for effectiveness• How do you know it works? Measuring what matters.
4
How do you get started?
6
How do you get started?
CX
AnalyticsBrand
Who is the customer?
Business Goals
Audience Research
Keywords/Analytics
CX – Business Goals
CX – Audience Research
Audience Segmentation
CX – Keywords & Analytics
Brand and Competition
Competitor Research
Brand Research
Gap Analysis
Competitor Research
Online
Real World
Competitor Research
© DC Comics
http://keywordcompetitor.com/newDesignImages/features/OnlineKeywordResearch.png
Gap Analysis and Brand Research
http://blog.roymatheson.com/Portals/85919/images/grand-canyon1.jpg
Keyword Research
Keyword Research
VS
http://www.westchestermagazine.com/images/2011/BLOGS/June/EDP/6-20/Blog_Generic-beer-can.jpg
http://www.boozingear.com/media/catalog/product/Pabst-Pabst-Blue-Ribbon-Beer-Diversion-Can-Safe.jpg
Keyword Research
Keyword Research• Use research tools to explore
variations– Consider relevancy, search
volume, and competition• Avoid the “black hole”. Stick to
your categories.• Narrow down list to focus on
the most relevant and goal oriented terms
• Perform search queries to confirm search engine results are in-line with company’s content and/or offerings
Keyword Research – Organic vs. Paid
Organic vs. Paid Performance
Analytics
Key Performance Indicators (KPIs)
Keyword Analysis
Campaign Goals
Align Business Goals & Key Performance Indicators
Current Analytics – Start High Level
Current Analytics – Dig Into Details
Current Analytics – Estimate ROI
Current(Jan 2012)
Target(Month)
Annual Lift (12 mos)
PPC traffic 12,000 12,000 144,000
Conversion rate* 3% 4% 4%
Leads 365 480 1,380
Value per lead $700 $700 $700
Overall value $255,500 $336,000 $966,000
Activity: Research and Planning
28
http://www.flickr.com/photos/daveog/129202092/
Designing for Effectiveness
29
Designing for effectiveness
• Digital Experience Framework• Planning the campaign• Sketching the story arc• Landing Pages• Design Principles• Stand out in SERPs• Activity
Digital Experience FrameworkLifecycle Customer Action
DiscoverHear aboutSee an ad forSee a commercial for
ConsiderLearn aboutCompare toAsk a friend aboutThink aboutRead about
DecideConcludeMake up my mindForm an opinion
JoinRegister for/Apply/EnrollBuyVote forVisit
EnjoyUseShareStayRenewRecommend
What are my Busines
s Objecti
ves?
• What are the needs and goals of my department/company• What are the short term objectives?• What are the on-going initiatives?
A campai
gn is Born
• What type of campaign do I need for this initiative?• Brand Awareness• Lead Generation• Sales
Who can I
reach?
• Who am I targeting with this campaign?• What is the specific target market?• What is the demographic?
What type
of medi
a?
• What mediums will best engage the target market?• The Internet (Banner Ads or Articles and Paid Search)• Radio• Television• Billboards• Magazines (Ads or Articles)
Which
specific
places?
• Where do I place my Ads or Content that will get the best response?• Facebook• Affiliate Advertisers• Paid Search
What actio
n?
• What is the call-to-action?• What is the story I want to tell that will compel my audience to engage with the ad?
Where do I send my
audience?
• What web content should my audience see now?• Do they need a customized landing page?• How do I know when they come to the website?
Now what
do they need
to do?
• Once my audience has come to the website, what is the hook?• Sign up for something?• Download something?• Read something?• Search for something?
How did this
campaign do?
• How many people were exposed to the campaign?• How many people engaged with the campaign?• How many people acted on the campaign?• How did my campaign results compare to my goal?
Sketching the story arc
What’s a landing page?
… on sale now, at next tag dot com. Now back …
Why landing pages matter
• First impressions count
• Relationship-building
Image from http://www.fastlife.com/
Types of landing pages
38
Landing page Purpose
Click through Present the offer, but the only action you can take is to go to the main site to complete transaction
Lead capture Gather personal data. Sometimes an offer is available in exchange for the information.
Infomercial Hype and uber-marketing; the Sham Wows of the internet
Viral Build brand awareness. Fun games or funny videos. Requires great content and sharing enablers. Brand/product is subtle.
Microsites Supplementary website, aligned with a specific campaign.
Product detail page Part of the main site, includes many navigation distractions, can be overwhelming.
Home page Serves too many masters, is distracting for a campaign
User-centered design
• Reducing friction (annoyance, a function of difficulty)
• Reducing anxiety (fear and distrust)
www.MarketingExperiments.com
Keys to Success
• Increase specificity• Increase continuity• Increase relevance (to the motivation of the
prospect)
40
Targeting
• Qualifies the lead• Match message to persona• Types
– Geolocation– Time of day– Persona-based– Images– Copy– Language– Offer
41
Design
• Top 3 page objectives
• Controlled eye path• Clarity trumps
persuasion
42
Copy
43
• Message match• Sell value• Ideal amount of copy varies dependent on value/risk of
the offer (to the prospect)
www.MarketingExperiments.com
Website Content Strategy
44
Keyword Mapping
45
Keyword Density
www.SEOMoz.org
On-Page Optimization
Stand Out in SERPs
• Include keywords in key places• Include Call-To-Action or Special Offer
Landing Page Content Strategy
• Content must feature keywords• Focus on 1-2 category terms & 10 keywords
max per page• Think about other content on the site that can
be linked to the page• Remember: You can’t rank for a keyword if
you don’t have content to support it!
Activity: Design a campaign
50
http://www.flickr.com/photos/mikett/39962761/
How do you know it worked?
51
Evaluating Success
• Return on investment/return on ad spend• Ad Group• Landing Page• Keyword• Campaign• CTRs• Impression Share• Onsite Searches
Align Key Performance Indicators
• Click Through– How many people see an ad compared to how many people click through to an ad.
• Conversion– How many people visit the landing page compared to how many people complete the
action or goal of the page.
• Bounce Rate– How many people leave the page immediately after landing on it without going to any
other pages in your site
• Revenue– The amount of money that has been brought in from a marketing campaign
• ROI– Revenue compared to how much was spend on the campaign
• Shares, Click-Backs, Newsletter Subscribers, New Visitors– Exposure that your brand received through a campaign
53
Compare To Baseline
Calculating Return
Activity: Create measurement
56
http://www.flickr.com/photos/wausaublog/201256237/
Analysis and Optimization
57
Summary
• Increase simplicity, continuity, relevance
• Clarity trumps persuasion• Alignment is critical
– Campaign goal to type of landing page
– Message to audience – KPIs to goals– Design to campaign
• Test, evaluate, refine
58
Ihttp://www.geocities.com/palsaraptor/CTCronoColor.png
fin
59
Gigantor®, www.gigantor.org
Thank you
60
Amanda Bernard [email protected] @amandabernardBarbara Holmes [email protected] @volleyballbarbRyan Summers [email protected]
References
• Blink: The Power of Thinking Without Thinking, Malcolm Gladwell, 2005
• http://www.meclabs.com/marketing_experiments• Unbounce Blog http://unbounce.com/blog/• Internet Retailer http://www.internetretailer.com/• The UX of Search http://
www.slideshare.net/gaijinstu/the-ux-of-search-1898939• SEO 2.0 The game has changed. Has your strategy?
http://www.zaaz.com/pdf/seo.pdf • Beyond Search. The Gilbane Group
http://gilbane.com/beyond-search.html
Click Through example
62
Lead Gen example
63
Infomercial example
64
Viral example
65
Microsite example
66
Product Detail example
67
Home Page example
68
Good example
Home page as landing page
69
Back
Example
70
Segmenting technique
71