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This post outlines my talking points for tonight’s Internet Marketing meetup in Sussex.
Download presentation notes: User Experience and Conversion Funnel (PDF)

User Experience

  • is about how a person feels about using a system
  • it highlights the experiential, affective, meaningful and valuable aspects of human-computer interaction
  • covers a person’s perceptions of practical aspects of a website such as how easy it is to navigate
  • is subjective in nature, because it is about an individual’s feelings and thoughts about the system.
  • places the end-user at the focal point of design and development efforts, as opposed to the system
  • is dynamic because it changes over time as the circumstances change

Conversion Funnel

  • describes the track a consumer takes while visiting a website
  • a defined path, series of steps, or pages a visitor must take in order to reach the final objective
  • desired action could be: filling out a form, purchasing a product, signing up for a newsletter, participating in a discussion, or viewing a video from start to finish

Landing Page Optimization

Give and Get

  • offer added value like a free trial, sample, or a preview of the product or service if possible in exchange for a visitor’s email address or other information

Build Trust

  • credibility logos to gain credibility
  • testimonials that speak in the voice of the customer
  • star ratings from review websites
  • social counts from Twitter and Facebook

Directional Cues

  • the action needs to be called out
  • use cues to direct visitors’ attention to the call to action:  arrows, direction of view, colors

Call to Action

  • you need to know what you want the visitor to do on the page
  • the visitor needs to know what to do next
  • make the call to action big and obvious

Measuring Engagement

  • Using web tracking software you can measure which pages are performing well on a website, and which need attention
  • Using Google Analytics, it is possible to measure how people interact with your website from various traffic sources and to find which sources are converting the best

Measuring User Experience

  • You can get useful feedback from website visitors using third-party software-as-service, like Kiss Insights

Improving Conversion Funnel

  • With click tracking and heatmap software like Crazyegg information can be gathered about how visitors use your website