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INCREASING CONVERSIONSTHROUGH THE
USER EXPERIENCE (UX)OF CONTENT
@krismausser DIGIA UX Inc.
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THE USER EXPERIENCE OF CONTENT IS
CONTEXT
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BRASS TACKS
• ANALYTICS MEAN MORE THAN GOOGLE• TARGET AUDIENCE IS NOT THE SAME AS USER
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THE USER EXPERIENCE OF CONTENT IS PLACEMENT
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DO SOMETHING!
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Courtesy of ClickTale.com
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Image Source: http://www.21stsoft.com/web-design-usability-how-to-quick-reference-guide/
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69% View Left Half Of The Page
30% View Right Half!
Below The Fold? Only 19.7%
Courtesy of http://conversionxl.com/19-things-we-can-learn-from-numerous-heatmap-tests/
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Courtesy of http://blog.kissmetrics.com/why-the-fold-is-a-myth/
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Courtesy of ClickTale.com
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Courtesy of http://www.wired.com/design/2013/06/iphone-screens/
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#1
Courtesy of GoldSilver.com
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#2
Courtesy of GoldSilver.com
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#3
Courtesy of GoldSilver.com
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Courtesy of GoldSilver.com
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Courtesy of GoldSilver.com
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© DIGIA UX Inc.
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1
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BRASS TACKS
• CONTENT IS A CUSTOMER SERVICE• CONTENT DECISIONS ARE A BALANCING ACT
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THE USER EXPERIENCE OF CONTENT IS FINDABILITY
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Interaction Break
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Courtesy of Jakob NielsenSource: http://www.nngroup.com/articles/fancy-formatting-looks-like-an-ad/
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Courtesy of Nisha PatelSource: http://slodive.com/web-development/test-call-action-placement-heat-maps/
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PUBLISH CONTENT WHERE YOUR CUSTOMERS ARE LOOKING
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BRASS TACKS
• CONTENT IS AFFECTED BY PERCEPTION• COMPREHENSION IS INFLUENCED BY STRUCTURE
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THE USER EXPERIENCE OF CONTENT IS...
PRIORITIZATION
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TASKS
INFORMATION
COMMUNITY
RETAIN
SURFERS
BOOKMARKERS
CUSTOMERS
© DIGIA UX Inc.
Content Engagement Funnel
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TASKS
INFORMATION
COMMUNITY
RETAIN
SURFERS
BOOKMARKERS
CUSTOMERS
© DIGIA UX Inc.
Content Engagement Funnel
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TASKS
INFORMATION
COMMUNITY
RETAIN
SURFERS
BOOKMARKERS
CUSTOMERS
© DIGIA UX Inc.
Content Engagement Funnel
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ALIGN CONTENT WITH EYE TRACKING RESULTS
For practical take-away, see also: Guerrilla Content Strategy for Home Page ContentSource: http://discontentedcompany.com/2013/02/28/guerrilla-content-strategy-for-homepage-content/
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Task
TaskTask Info
Info Info Info Info Info
Info
Retain
Retain
Retain
Retain
Retain
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Task
TaskTask Info
Info Info Info Info Info
Info
Retain
Retain
Retain
Retain
Retain
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Task
TaskTask Info
Info Info Info Info Info
Info
Retain
Retain
Retain
Retain
Retain
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Task
TaskTask Info
Info Info Info Info Info
Info
Retain
Retain
Retain
Retain
Retain
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Task
TaskTask Info
Info Info Info Info Info
Info
Retain
Retain
Retain
Retain
Retain
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Task
Task
Task
Task Task Task
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Info
Info
Info
Task
Task
Task
Task Task Task
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Retain
Info
Info
Info
Task
Task
Task
Task Task Task
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Retain
Info
Info
Info
Task
Task
Task
Task Task Task
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BRASS TACKS
• THERE ARE 4 KINDS OF CONTENT• WHERE YOU PLACE THEM MATTERS
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THE USER EXPERIENCE OF CONTENT IS...
THE EXPERIENCE!
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See Also: Soul Pancake’s Take a Seat - Make a FriendSource: http://www.youtube.com/watch?v=HfHV4-N2LxQ
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Source: http://www.followtheuxleader.com©DIGIA UX Inc.
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BRASS TACKS
• IT’S NOT ALWAYS ABOUT THE CONTENT• CONTENT IS MEANT TO BE EXPERIENCED
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Alice for iPadSource: http://www.youtube.com/watch?v=gew68Qj5kxw
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CONTENT AFFECTS EXPERIENCE
&EXPERIENCE AFFECTS
CONTENT
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BOTH AFFECT BUSINESS!
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THANK YOU!@krismausser DIGIA UX Inc.
http://www.digiaux.com
Blog: http://www.discontentedcompany.com