Online & New MediaTools of Digital Marketing

SNC-MKTG350September 25, 2013

Tonight’s Agenda: User Interface• Read Ch. 6 in Don’t Make Me Think text• Read Ch. 5 in Persuasion text• 3 blog posts to review• Creating Good User Experience– DO-OVER: A/B Testing– Persuasive design– User comments/peer recommendations

Key Points: Don’t Make Me Think Ch.6

• Street signs and breadcrumbs:– If users can’t navigate, they won’t use

your site– We use external signs, hierarchy and

organization to find the details we’re looking for

– Asking vs. browsing = Searching vs. browsing

Key Points: Don’t Make Me Think Ch.6

• Oddities of web space:– No sense of scale– No sense of direction– No sense of location/landmarks

• Navigation = credibility• Breadcrumbs = confidence

And a bunch of other wonky design details

Key Points: Persuasion Ch. 5

• People process info differently– Central vs. peripheral– Motivation and ability (priority)

• People persuade themselves– “yes, that seems right to me…”

• Forewarnings vs. distraction

User Interface Concepts

• Do they know where to go?• Can they find what they’re looking for?• Have you made it easy to sell your wares or

information?• Does your design add to your credibility?• Does your design add to your sales effort?

User Interface – Why Do We Care?

• Increase sales• Reduce bounce rate• Increase time on site• Reduce complaints• Increase site visibility on search• Keep your job

Fixing UI – A/B Testing

• Roll out two versions of a page, email, design, banner ad, etc.

• On a small scale, see which one converts better

Fixing UI – A/B Testing

Fixing UI – A/B Testing

• What can you test?– The call to action’s (i.e. the button’s) wording, size, color

and placement– Headline or product description– Form’s length and types of fields– Layout and style of website– Product pricing and promotional offers– Images on landing and product pages– Amount of text on the page (short vs. long)

A/B Testing – What have we learned?

• Try it: see what your audience prefers• Have to have analytics in place• Little tests provide a lot of information• Testing doesn’t have to be complicated

Persuasive Design

User Comments

Blog Topic: 7 ways to make your site more persuasive and profitable• Blog criteria:

300-500 words Has 1-4 imagesHas links to other articlesTakes a position/opinionTagged the post with relevant categoriesUsed a systematic research process?What did you learn?

Blog Topic: The impact internet reviews can have on a business’ reputation• Blog criteria:

300-500 words Has 1-4 imagesHas links to other articlesTakes a position/opinionTagged the post with relevant categoriesUsed a systematic research process?What did you learn?

Blog Topic: Why people shouldn’t think when visiting your website.• Blog criteria:

300-500 words Has 1-4 imagesHas links to other articlesTakes a position/opinionTagged the post with relevant categoriesUsed a systematic research process?What did you learn?

Next session: Mon., Sept 30

• Read Chapter 3 in Analytics text: Picking the Tools of the Trade

• 0 blog posts to review• Preparing for your digital marketing plan

project:– What you need to know about a company to make

a digital marketing plan