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CASE IV - Making that first impression online

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.

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Nick DeNardis

March 26, 2013
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Transcript

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

  2. @nickdenardis

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

  6. @nickdenardis #cased4 Notre Dame

  7. @nickdenardis #cased4 Case Western Reserve

  8. @nickdenardis #cased4 Biola

  9. @nickdenardis #cased4 Bates

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  11. @nickdenardis #cased4 What is a First Impression?

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

  13. @nickdenardis #cased4 Trigger first step to building an impression

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  19. @nickdenardis #cased4 Rough Stats 10% Email 15% Social Media 25%

    Physical invite 30% Internal page (from search) 15% Homepage (no referrer) 5% Paid advertising
  20. @nickdenardis #cased4 25% 10% 50% 15% Visuals Content Timing Context

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

  23. @nickdenardis #cased4 Good Experience = Good Design

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  35. @nickdenardis #cased4 Vitamins or Painkillers?

  36. @nickdenardis #cased4 Painkillers Solve an obvious need

  37. @nickdenardis #cased4 Vitamins Solve an emotional need

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

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

  40. @nickdenardis #cased4 Project Painkillers How do we make more of

    our entrance pages painkillers?
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  42. @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?
  43. @nickdenardis #cased4 People suck at reading online

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  47. @nickdenardis #cased4 Micro DEtails #littlebigdetails

  48. @nickdenardis #cased4 Error Messages Matter

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  50. @nickdenardis #cased4 Reduce Barriers

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  56. @nickdenardis #cased4 Creepy!

  57. @nickdenardis #cased4 Details Matter pixels don’t

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

  60. @nickdenardis #cased4 Action Get them to do something

  61. @nickdenardis #cased4 Know your user’s Triggers

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

    the (action) page.
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  67. @nickdenardis #cased4 Silos get in the way of your users

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  70. @nickdenardis #cased4 Reward The painkiller

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

    Investment
  72. @nickdenardis #cased4 Investment Take the time to walk in your

    user’s shoes
  73. @nickdenardis #cased4 Use a human proxy

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  78. @nickdenardis #cased4 Investment Loads the next trigger

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

  84. @nickdenardis #cased4 CrazyEgg

  85. @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>
  86. @nickdenardis #cased4 GA Multi Domain

  87. @nickdenardis #cased4 GA Goals

  88. @nickdenardis #cased4 Woopra

  89. @nickdenardis #cased4 ClickTale

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

  91. @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
  92. @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
  93. @nickdenardis #cased4 Thank you http://slideshare.net/nickdenardis