usability and conversion optimization - triangle ama digital boot camp 2012
DESCRIPTION
Jenny Halasz's presentation of usability and conversion optimization basics from Triangle AMA's Digital Boot Camp featuring Peter Shankman.TRANSCRIPT
![Page 1: Usability and Conversion Optimization - Triangle AMA Digital Boot Camp 2012](https://reader035.vdocuments.us/reader035/viewer/2022081602/555849fdd8b42a943b8b4699/html5/thumbnails/1.jpg)
SEO AND USABILITY
![Page 2: Usability and Conversion Optimization - Triangle AMA Digital Boot Camp 2012](https://reader035.vdocuments.us/reader035/viewer/2022081602/555849fdd8b42a943b8b4699/html5/thumbnails/2.jpg)
@jennyhalasz
Experienced. Ethical. Elemental.
![Page 3: Usability and Conversion Optimization - Triangle AMA Digital Boot Camp 2012](https://reader035.vdocuments.us/reader035/viewer/2022081602/555849fdd8b42a943b8b4699/html5/thumbnails/3.jpg)
@jennyhalasz
Agenda
Assumptions Basic SEO User-Centered Design Best Practices Friction/Unsupervised Thought Personas Motivation/Value Proposition
![Page 4: Usability and Conversion Optimization - Triangle AMA Digital Boot Camp 2012](https://reader035.vdocuments.us/reader035/viewer/2022081602/555849fdd8b42a943b8b4699/html5/thumbnails/4.jpg)
@jennyhalasz
Basic SEO “Musts”
Must be seen Must be relevant Must motivate a click
![Page 5: Usability and Conversion Optimization - Triangle AMA Digital Boot Camp 2012](https://reader035.vdocuments.us/reader035/viewer/2022081602/555849fdd8b42a943b8b4699/html5/thumbnails/5.jpg)
@jennyhalasz
Keyword Research
http://searchengineland.com/the-keyword-research-rabbit-hole-110489
![Page 6: Usability and Conversion Optimization - Triangle AMA Digital Boot Camp 2012](https://reader035.vdocuments.us/reader035/viewer/2022081602/555849fdd8b42a943b8b4699/html5/thumbnails/6.jpg)
@jennyhalasz
Search for “keyword research”
![Page 7: Usability and Conversion Optimization - Triangle AMA Digital Boot Camp 2012](https://reader035.vdocuments.us/reader035/viewer/2022081602/555849fdd8b42a943b8b4699/html5/thumbnails/7.jpg)
@jennyhalasz
Personalized
![Page 8: Usability and Conversion Optimization - Triangle AMA Digital Boot Camp 2012](https://reader035.vdocuments.us/reader035/viewer/2022081602/555849fdd8b42a943b8b4699/html5/thumbnails/8.jpg)
@jennyhalasz
Push vs. Pull
![Page 9: Usability and Conversion Optimization - Triangle AMA Digital Boot Camp 2012](https://reader035.vdocuments.us/reader035/viewer/2022081602/555849fdd8b42a943b8b4699/html5/thumbnails/9.jpg)
@jennyhalasz
F-Shaped Pattern
![Page 10: Usability and Conversion Optimization - Triangle AMA Digital Boot Camp 2012](https://reader035.vdocuments.us/reader035/viewer/2022081602/555849fdd8b42a943b8b4699/html5/thumbnails/10.jpg)
@jennyhalasz
F-Shaped Pattern
![Page 11: Usability and Conversion Optimization - Triangle AMA Digital Boot Camp 2012](https://reader035.vdocuments.us/reader035/viewer/2022081602/555849fdd8b42a943b8b4699/html5/thumbnails/11.jpg)
@jennyhalasz
Short and Sweet
![Page 12: Usability and Conversion Optimization - Triangle AMA Digital Boot Camp 2012](https://reader035.vdocuments.us/reader035/viewer/2022081602/555849fdd8b42a943b8b4699/html5/thumbnails/12.jpg)
@jennyhalasz
Make it Fast
![Page 13: Usability and Conversion Optimization - Triangle AMA Digital Boot Camp 2012](https://reader035.vdocuments.us/reader035/viewer/2022081602/555849fdd8b42a943b8b4699/html5/thumbnails/13.jpg)
@jennyhalasz
Friction
![Page 14: Usability and Conversion Optimization - Triangle AMA Digital Boot Camp 2012](https://reader035.vdocuments.us/reader035/viewer/2022081602/555849fdd8b42a943b8b4699/html5/thumbnails/14.jpg)
@jennyhalasz
Friction
![Page 15: Usability and Conversion Optimization - Triangle AMA Digital Boot Camp 2012](https://reader035.vdocuments.us/reader035/viewer/2022081602/555849fdd8b42a943b8b4699/html5/thumbnails/15.jpg)
@jennyhalasz
Friction
![Page 16: Usability and Conversion Optimization - Triangle AMA Digital Boot Camp 2012](https://reader035.vdocuments.us/reader035/viewer/2022081602/555849fdd8b42a943b8b4699/html5/thumbnails/16.jpg)
@jennyhalasz
Unsupervised Thought
![Page 17: Usability and Conversion Optimization - Triangle AMA Digital Boot Camp 2012](https://reader035.vdocuments.us/reader035/viewer/2022081602/555849fdd8b42a943b8b4699/html5/thumbnails/17.jpg)
@jennyhalasz
Supervised Thought
![Page 18: Usability and Conversion Optimization - Triangle AMA Digital Boot Camp 2012](https://reader035.vdocuments.us/reader035/viewer/2022081602/555849fdd8b42a943b8b4699/html5/thumbnails/18.jpg)
@jennyhalasz
Supervised Thought
![Page 19: Usability and Conversion Optimization - Triangle AMA Digital Boot Camp 2012](https://reader035.vdocuments.us/reader035/viewer/2022081602/555849fdd8b42a943b8b4699/html5/thumbnails/19.jpg)
@jennyhalasz
Personas
Name Picture Backstory
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@jennyhalasz
Motivation
![Page 21: Usability and Conversion Optimization - Triangle AMA Digital Boot Camp 2012](https://reader035.vdocuments.us/reader035/viewer/2022081602/555849fdd8b42a943b8b4699/html5/thumbnails/21.jpg)
@jennyhalasz
Value Proposition
![Page 22: Usability and Conversion Optimization - Triangle AMA Digital Boot Camp 2012](https://reader035.vdocuments.us/reader035/viewer/2022081602/555849fdd8b42a943b8b4699/html5/thumbnails/22.jpg)
@jennyhalasz
Motivation
![Page 23: Usability and Conversion Optimization - Triangle AMA Digital Boot Camp 2012](https://reader035.vdocuments.us/reader035/viewer/2022081602/555849fdd8b42a943b8b4699/html5/thumbnails/23.jpg)
@jennyhalasz
Value Proposition
![Page 24: Usability and Conversion Optimization - Triangle AMA Digital Boot Camp 2012](https://reader035.vdocuments.us/reader035/viewer/2022081602/555849fdd8b42a943b8b4699/html5/thumbnails/24.jpg)
@jennyhalasz
Calls to Action
![Page 25: Usability and Conversion Optimization - Triangle AMA Digital Boot Camp 2012](https://reader035.vdocuments.us/reader035/viewer/2022081602/555849fdd8b42a943b8b4699/html5/thumbnails/25.jpg)
@jennyhalasz
Calls to Action
![Page 26: Usability and Conversion Optimization - Triangle AMA Digital Boot Camp 2012](https://reader035.vdocuments.us/reader035/viewer/2022081602/555849fdd8b42a943b8b4699/html5/thumbnails/26.jpg)
@jennyhalasz
If you remember nothing else…User-centered design is ROI!
Reduce Friction and Unsupervised Thought
Obvious Motivation and Value Proposition
Interact with a Clear Call to Action
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@jennyhalasz
Recommended Reading