building a website, mcgill course

Building a WebsiteBu

strain

ts Technical requirem

Customer needsThursday, November 19, 2009

Don’t make me think

Thursday, November 19, 2009

Priorities

Websites are not brochures

Usability and conversion oriented design

Allow the reader to get the gist of your message in a few seconds by merely

scanning the page

Design sites for your users above all else

Accessibility

Identity

Company Info

Make it easy for them to contact you!

Make sure they can find what they want quickly and easily

Navigation

A well thought out and usable site map can be more important than

navigation– especially for big sites

Navigation allows users to orient themselves in a website and drives

them towards desired goals

Tell people to take the exact action you want them to perform in order to get the

best response

Prospect makes a decision based on 2 criteria:

Does this page look hard, complicated or time consuming?

Is it relevant to my search query?

Content

"Click to Continue" resulted in the highest increase in conversions (over "Continue to Article" or "Read More").

Grokdotcom.com

Looks are very important, BUT the least important consideration in

web development

That doesn’t mean ugly sites are OK

Sites must look professional and demonstrate credibility

If these two goals are met, the user will be satisfied.

Remember, they are looking to achieve a goal – not look at a

piece of artwork.

Real testimonials on each page

Graphics are the #1 thing that draws the eye.

People like to click on graphics so give them something to click to…. and

convert

Each Week, ICE.com serves enough unique visitors to fill 8 high capacity football stadiums!

PersonasUnderstanding

customers, not as a demographic, but as

individuals

What do we want to learn?

Personal Characteristics

Goals and Tasks

MotivationsGoals and

Motivations

Attitude and needs

Goals and Tasks

Listen for stories

Stories reveal tactic information

Listen for stories

What do they tell stories about?Who is in their stories?

Stories reveal tactic information

Listen for stories -What terminology do they use?

-How they talk about task or product?

Quotes help you hear their voice

What do they tell stories about?Who is in their stories?

Sarah Newman Female Age 30

Income 60k

Sarah is single, and works for a advertising agency

She loves to make a fashion statement but cannot afford what

she loves. She is impulsive.

She recently broke up with her Boy friend and spends 3 nights a week

out with the girls.

She works out 4 time a week and makes sure to take care of her

appearance.Thursday, November 19, 2009

David JonesMale

Age 31Income 90k

David is a stock broker and loves the high life. He enjoys to travel and loves fast cars. He is getting engaged in the

near future.

He is a procrastinator. He dislikes shopping but he is service-oriented.

He is searching for the perfect diamond for his fiancé

David JonesMale

Age 31Income 90k

David is a stock broker and loves the high life. He enjoys to travel and loves fast cars. He is getting engaged in the

near future.

He is a procrastinator. He dislikes shopping but he is service-oriented.

He is searching for the perfect diamond for his fiancé

Motivations

offers action

key customer scenarios

Fashion

Affordability

Fashion

Affordability

Impulse

Education

Customer Service

Education

Customer Service

Accessibility

Web Design Targeting at David Jones

David Jones

Sarah Newman

Action Entity TriggerPersonas

Help her to make an impulse purchase

Make her look and feel fashionable

Enable him to create a diamond ring

Educate himself to choose the right diamond

h"p://www.UserTes-ng.com/Popups/ViewMovieShare.aspx?file=7mPRLiwNOvM%3d

http://whichtestwon.com/

Shopping Cart Rules8

1. Where am I

2. Solidify

3. Clear Shipping Options

4. Allow for Guest Check-in

5. Availability

6. Up Sells

7. Avoid shell shock

8. Edit Shopping Cart

building a website, mcgill course

high life

week age

whatshe loves

unique visitors

design sites

desired goals

david jonesmale

week andmakes sure

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