building a website, mcgill course
DESCRIPTION
This is an ongoing course at McGill university on Electronic marketplaces and social mediaThe 3rd session discusses building websites and best practicesTRANSCRIPT
Building a WebsiteBu
sines
s con
strain
ts Technical requirem
ents
Customer needsThursday, November 19, 2009
Don’t make me think
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Priorities
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Websites are not brochures
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Usability and conversion oriented design
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Allow the reader to get the gist of your message in a few seconds by merely
scanning the page
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Design sites for your users above all else
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Accessibility
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Identity
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Company Info
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Make it easy for them to contact you!
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Make sure they can find what they want quickly and easily
Navigation
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A well thought out and usable site map can be more important than
navigation– especially for big sites
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Navigation allows users to orient themselves in a website and drives
them towards desired goals
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Tell people to take the exact action you want them to perform in order to get the
best response
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Prospect makes a decision based on 2 criteria:
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Does this page look hard, complicated or time consuming?
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Is it relevant to my search query?
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Content
"Click to Continue" resulted in the highest increase in conversions (over "Continue to Article" or "Read More").
Grokdotcom.com
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Trust
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Looks are very important, BUT the least important consideration in
web development
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That doesn’t mean ugly sites are OK
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Sites must look professional and demonstrate credibility
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If these two goals are met, the user will be satisfied.
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Remember, they are looking to achieve a goal – not look at a
piece of artwork.
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Real testimonials on each page
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Graphics are the #1 thing that draws the eye.
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People like to click on graphics so give them something to click to…. and
convert
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Each Week, ICE.com serves enough unique visitors to fill 8 high capacity football stadiums!
Thursday, November 19, 2009
Each Week, ICE.com serves enough unique visitors to fill 8 high capacity football stadiums!
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Each Week, ICE.com serves enough unique visitors to fill 8 high capacity football stadiums!
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PersonasUnderstanding
customers, not as a demographic, but as
individuals
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What do we want to learn?
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Personal Characteristics
What do we want to learn?
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Personal Characteristics
Goals and Tasks
What do we want to learn?
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Personal Characteristics
MotivationsGoals and
Tasks
What do we want to learn?
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Personal Characteristics
Motivations
Attitude and needs
Goals and Tasks
What do we want to learn?
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Listen for stories
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Stories reveal tactic information
Listen for stories
What do they tell stories about?Who is in their stories?
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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?
Thursday, November 19, 2009
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
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
Thursday, November 19, 2009
Motivations
offers action
key customer scenarios
?
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Fashion
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Fashion
Affordability
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Fashion
Affordability
Impulse
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Education
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Education
Customer Service
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Education
Customer Service
Accessibility
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Web Design Targeting at David Jones
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Web Design Targeting at David Jones
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Web Design Targeting at David Jones
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Web Design Targeting at David Jones
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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
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h"p://www.UserTes-ng.com/Popups/ViewMovieShare.aspx?file=7mPRLiwNOvM%3d
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http://whichtestwon.com/
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Shopping Cart Rules8
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1. Where am I
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2. Solidify
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3. Clear Shipping Options
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4. Allow for Guest Check-in
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5. Availability
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6. Up Sells
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7. Avoid shell shock
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8. Edit Shopping Cart
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