CASE IV - Making that first impression online

@nickdenardis #cased4 Making that First Impression Nick DeNardis #cased4 http://ﬂic.kr/p/9zjB7R

@nickdenardis

@nickdenardis #cased4 Associate Director of Web Communications Wayne State University
http://wayne.edu/ Host of EDU Checkup http://educheckup.com/ Curator of EDU Snippits http://edusnippits.com/ Nick DeNardis

@nickdenardis #cased4 “When my boss tells me to make our
website more vibrant. It needs more movement, it needs to look fresh! I’m like...”

@nickdenardis #cased4 Why can’t we do it like _____?

@nickdenardis #cased4 Notre Dame

@nickdenardis #cased4 Case Western Reserve

@nickdenardis #cased4 Biola

@nickdenardis #cased4 Bates

@nickdenardis #cased4

@nickdenardis #cased4 What is a First Impression?

@nickdenardis #cased4 The Plan 1.Trigger 2. 3. 4.

@nickdenardis #cased4 Trigger ﬁrst step to building an impression

@nickdenardis #cased4 Rough Stats 10% Email 15% Social Media 25%
Physical invite 30% Internal page (from search) 15% Homepage (no referrer) 5% Paid advertising

@nickdenardis #cased4 25% 10% 50% 15% Visuals Content Timing Context
Trigger

@nickdenardis #cased4 school.edu/page.asp?id=1245 or go.school.edu/grad-programs

@nickdenardis #cased4 Good Experience = Good Design

@nickdenardis #cased4 Vitamins or Painkillers?

@nickdenardis #cased4 Painkillers Solve an obvious need

@nickdenardis #cased4 Vitamins Solve an emotional need

@nickdenardis #cased4 Your own Web pages Vitamins or Painkillers? ?

@nickdenardis #cased4 The Plan 1.Trigger 2. Hook 3. 4.

@nickdenardis #cased4 Project Painkillers How do we make more of
our entrance pages painkillers?

@nickdenardis #cased4 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?

@nickdenardis #cased4 People suck at reading online

@nickdenardis #cased4 Micro DEtails #littlebigdetails

@nickdenardis #cased4 Error Messages Matter

@nickdenardis #cased4 Reduce Barriers

@nickdenardis #cased4 Creepy!

@nickdenardis #cased4 Details Matter pixels don’t

@nickdenardis #cased4 The Plan 1.Trigger 2. Hook 3. Action 4.

@nickdenardis #cased4 Action Get them to do something

@nickdenardis #cased4 Know your user’s Triggers

@nickdenardis #cased4 Every time the user (trigger) they go to
the (action) page.

@nickdenardis #cased4 Silos get in the way of your users

@nickdenardis #cased4 Reward The painkiller

@nickdenardis #cased4 The Plan 1.Trigger 2. Hook 3. Action 4.
Investment

@nickdenardis #cased4 Investment Take the time to walk in your
user’s shoes

@nickdenardis #cased4 Use a human proxy

@nickdenardis #cased4 Investment Loads the next trigger

@nickdenardis #cased4 Build. Measure. Learn. Eric Ries

@nickdenardis #cased4 CrazyEgg

@nickdenardis #cased4 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>

@nickdenardis #cased4 GA Multi Domain

@nickdenardis #cased4 GA Goals

@nickdenardis #cased4 Woopra

@nickdenardis #cased4 ClickTale

@nickdenardis #cased4 Resources google.com/analytics slickplan.com crazyegg.com woopra.com clicktale.com littlebigdetails.com macupdate.com/app/mac/24214/integrity

@nickdenardis #cased4 A First Impression 1.Trigger external motivation to visit
your site 2. Hook items on the landing page to peak interest 3. Action painkiller to drive them to a goal 4. Investment setting them up for the next trigger

@nickdenardis #cased4 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

@nickdenardis #cased4 Thank you http://slideshare.net/nickdenardis

CASE IV - Making that first impression online

CASE IV - Making that first impression online

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