CASE IV - Making that first impression online

First impressions on the Web can’t be taken back or changed; you only get one chance. A lot of emphasis is put on the homepage to build that first impression, but after diving into analytics, you’ll discover a different story. Most Web visitors are experiencing their first impressions on an interior page on your site and may never actually visit your homepage. This session will use real examples to outline the possible first impressions your visitors may have. Explore techniques to analyze those experiences objectively and tools to track visitor engagement.

Transcript

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

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2. @nickdenardis
   

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3. @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
   

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4. @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...”
   

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   Why can’t we do it like
   _____?
   

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   Notre Dame
   

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   Case
   Western
   Reserve
   

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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.Trigger
    2.
    3.
    4.
    

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    Trigger
    first 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=1245
    or
    go.school.edu/grad-programs
    

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    Good Experience = Good Design
    

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    Vitamins or Painkillers?
    

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    Painkillers
    Solve an obvious need
    

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    Vitamins
    Solve an emotional need
    

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    Your own Web pages
    Vitamins or Painkillers?
    ?
    

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    The Plan
    1.Trigger
    2. Hook
    3.
    4.
    

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    Project Painkillers
    How 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 at
    reading 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 Matter
    pixels don’t
    

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    The Plan
    1.Trigger
    2. Hook
    3. Action
    4.
    

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    Action
    Get 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 way
    of your users
    

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    Reward
    The painkiller
    

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    The Plan
    1.Trigger
    2. Hook
    3. Action
    4. Investment
    

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    Investment
    Take the time to walk in your user’s shoes
    

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    Use a human proxy
    

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    Investment
    Loads the next trigger
    

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    Build. Measure. Learn.
    Eric Ries
    

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    CrazyEgg
    

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    Google Analytics
    <br/>var _gaq = _gaq || [];<br/>_gaq.push(<br/>['_setAccount', 'UA-xxxxxxxx-1'],<br/>['_trackPageview'],<br/>['b._setAccount', 'UA-xxxxxxxx-1'],<br/>['b._trackPageview']<br/>);<br/>(function() {<br/>var ga = document.createElement('script');<br/>ga.type = 'text/javascript'; ga.async = true;<br/>ga.src = ('https:' ==<br/>document.location.protocol ? 'https://ssl' :<br/>'http://www') + '.google-analytics.com/ga.js';<br/>var s = document.getElementsByTagName('script')<br/>[0]; s.parentNode.insertBefore(ga, s);<br/>})();<br/>
    

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

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    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
    

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

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