case iv - making that first impression online
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Making that First ImpressionNick DeNardis#cased4
http://flic.kr/p/9zjB7R
@nickdenardis
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Associate Director of Web Communications Wayne State Universityhttp://wayne.edu/
Host of EDU Checkuphttp://educheckup.com/
Curator of EDU Snippitshttp://edusnippits.com/
Nick DeNardis
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“When my boss tells me to make our website more vibrant. It needs more movement, it needs to look fresh!I’m like...”
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Why can’t we do it like _____?
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Notre Dame
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CaseWesternReserve
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Biola
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Bates
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What is a First Impression?
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The Plan
1.Trigger2. 3. 4.
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Triggerfirst step to building an impression
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Rough Stats
10% Email
15% Social Media
25% Physical invite
30% Internal page (from search)
15% Homepage (no referrer)
5% Paid advertising
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25%
10%
50%
15%
Visuals Content Timing Context
Trigger
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school.edu/page.asp?id=1245or
go.school.edu/grad-programs
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Good Experience = Good Design
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Vitamins or Painkillers?
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PainkillersSolve an obvious need
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VitaminsSolve an emotional need
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Your own Web pagesVitamins or Painkillers? ?
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The Plan
1.Trigger2. Hook3. 4.
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Project PainkillersHow do we make more of our entrance pages
painkillers?
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Can I trust this page?
Is the information up to date?
Can I use this as a resource in the future?
What do they want me to do on this page?
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People suck atreading online
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Micro DEtails#littlebigdetails
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Error Messages Matter
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Reduce Barriers
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Creepy!
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Details Matterpixels don’t
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The Plan
1.Trigger2. Hook3. Action4.
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ActionGet them to do something
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Know your user’s Triggers
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Every time the user (trigger) they go to the (action) page.
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Silos get in the wayof your users
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RewardThe painkiller
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The Plan
1.Trigger2. Hook3. Action4. Investment
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InvestmentTake the time to walk in your user’s shoes
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Use a human proxy
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InvestmentLoads the next trigger
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Build. Measure. Learn.Eric Ries
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CrazyEgg
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Google Analytics<script type="text/javascript"> var _gaq = _gaq || []; _gaq.push( ['_setAccount', 'UA-xxxxxxxx-1'], ['_trackPageview'], ['b._setAccount', 'UA-xxxxxxxx-1'], ['b._trackPageview'] );
(function() { var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true; ga.src = ('https:' == document.location.protocol ? 'https://ssl' : 'http://www') + '.google-analytics.com/ga.js'; var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s); })(); </script>
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GA Multi Domain
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GA Goals
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Woopra
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ClickTale
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Resourcesgoogle.com/analytics
slickplan.com
crazyegg.com
woopra.com
clicktale.com
littlebigdetails.com
macupdate.com/app/mac/24214/integrity
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A First Impression1.Trigger
external motivation to visit your site
2. Hookitems on the landing page to peak interest
3. Actionpainkiller to drive them to a goal
4. Investmentsetting them up for the next trigger
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Cultivate Meaning
The world is full of interesting problems worth solving
Help others gain insights into your solutions
Build the change you want to see in the world
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Thank youhttp://slideshare.net/nickdenardis
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