membership websites that rock: the digital effectiveness audit
TRANSCRIPT
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Digital Effectiveness for Member Recruitment
Mike Jongbloet User Experience Designer
Simon Wakeman Director
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Digital strategy
UX & creative
Agile development
Content & marketing
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Why are we here?
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Digital effectiveness
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Recruiting new members
Searching for a membership organisation
Understanding a bit about the organisation
Finding out what membership offers
Finding membership levels and costs
Joining the organisation
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Our sample
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Digital effectiveness audit
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Five research tools
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Using a task model to map the journey
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Using a task model to map the journey
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Using a task model to map the journey
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Using a task model to map the journey
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Using a task model to map the journey
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Using a task model to map the journey
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Research areas
2
Initial impression
3
Why should I become a member?
4
Which membership is right for me?
1
Levels of customer service
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Social enquiry
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Expert review
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First click analysis
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User testing
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What we found
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Findings - overview
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Findings - customer service
Only two of our five organisations responded
Those that did respond did so relatively promptly (13 mins & 15 hours)
Responses were friendly, informative and helpful
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Findings - customer service
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Takeaways - customer service
A quick response is expected
Meet the needs of your audience
Protect your reputation with good customer service
SOURCES http://www.convinceandconvert.com/social-media-research/42-percent-of-consumers-complaining-in-social-media-expect-60-minute-response-time/ http://blogs.salesforce.com/company/2013/08/customer-service-stats.html
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Findings - initial impressions
“What does this organisation offer?”
Two video clips of real users from our testing sessions trying to answer this question
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Findings - initial impressions
Clear value proposition led to a better experience
Poor design hierarchy led to confusion and uncertainty
Carousels were particularly distracting to users
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Takeaways - initial impressions
Be clear about your value proposition
Use design as a tool to create clarity
Don’t distract your users
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Findings - why should I become a member?
“What are the benefits of membership?”
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Findings - why should I become a member?
Users struggled to process large bodies of copy
Users gave limited attention to finding the benefits
When navigation and signposting was not clear, user struggled
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Takeaways - why should I become a member?
Talk about benefits clearly and concisely
Keep it simple - avoid information overload
Avoid jargon - sell me the experience
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Example - why should I become a member?
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Findings - which membership is right for me?
“Are there any eligibility criteria?”
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Findings - which membership is right for me?
Finding details was the weakest area of the process on average
Users struggled to process complex or heavy information
“Wizards” were a good way of providing information
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Takeaways - which membership is right for me?
Don’t forget the detail
Match your users thought processes
Make information easy to consume
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Example - which membership is right for me?
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How to improve the user experience
1 Devise a clear content strategy
2 Learn from others
3 It’s time to go mobile
4 Know your users
5 Test regularly with real users
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Mike Jongbloet User Experience Designer
Simon Wakeman Director
Follow us @DeesonAgency
Visit deeson.co.uk/htw
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3 View the videos from our presentation