case iv - making that first impression online

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Making that First ImpressionNick DeNardis#cased4

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Associate Director of Web Communications Wayne State Universityhttp://wayne.edu/

Host of EDU Checkuphttp://educheckup.com/

Curator of EDU Snippitshttp://edusnippits.com/

Nick DeNardis

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“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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CaseWesternReserve

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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.Trigger2. 3. 4.

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Triggerfirst 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=1245or

go.school.edu/grad-programs

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Good Experience = Good Design

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Vitamins or Painkillers?

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PainkillersSolve an obvious need

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VitaminsSolve an emotional need

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Your own Web pagesVitamins or Painkillers? ?

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The Plan

1.Trigger2. Hook3. 4.

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Project PainkillersHow 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 atreading 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 Matterpixels don’t

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The Plan

1.Trigger2. Hook3. Action4.

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ActionGet 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 wayof your users

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RewardThe painkiller

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The Plan

1.Trigger2. Hook3. Action4. Investment

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InvestmentTake the time to walk in your user’s shoes

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Use a human proxy

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InvestmentLoads the next trigger

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Build. Measure. Learn.Eric Ries

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CrazyEgg

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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>

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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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Resourcesgoogle.com/analytics

slickplan.com

crazyegg.com

woopra.com

clicktale.com

littlebigdetails.com

macupdate.com/app/mac/24214/integrity

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A First Impression1.Trigger

external motivation to visit your site

2. Hookitems on the landing page to peak interest

3. Actionpainkiller to drive them to a goal

4. Investmentsetting 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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Thank youhttp://slideshare.net/nickdenardis