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Analyze Your Analyze Your Web Site for Web Site for Feeling and Feeling and EffectivenessEffectiveness
What makes a web site What makes a web site effective?effective?
Bottom Line: A web site should Bottom Line: A web site should make Money for the businessmake Money for the business
Buying Decisions are made Buying Decisions are made with emotionwith emotion
Research shows that we base Research shows that we base buying decisions on emotional buying decisions on emotional response. response.
Buy now, justify later.Buy now, justify later.
Emotional response comes first, Emotional response comes first, and then we rationalize that and then we rationalize that decision. decision. (post-hoc rationalization)(post-hoc rationalization)
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natural chicken
genetically engineered
healthy but less tasty
tasty, but less healthy
The earlier you establish an The earlier you establish an emotional connection the more emotional connection the more difficult it becomes for consumers difficult it becomes for consumers to choose another product based to choose another product based on performance. on performance.
Testing for EmotionTesting for Emotion
Ask: How do we want people to Ask: How do we want people to feel about our business? What feel about our business? What emotions might they be looking to emotions might they be looking to fulfill?fulfill?
Gather a testing group.Gather a testing group.
Show them your web site. It is Show them your web site. It is not important that they not important that they understand what you do.understand what you do.
(Any score 8 and above is good)(Any score 8 and above is good)
Researching EmotionResearching Emotion
List target emotions for your List target emotions for your site/business site/business
Pick a couple of those emotions Pick a couple of those emotions and ask “What industries try to and ask “What industries try to convey those feelings?”convey those feelings?”
List specific businesses in those List specific businesses in those industries. industries.
Analyze those business Analyze those business websites for FEELING in each of websites for FEELING in each of these areas:these areas:
HeaderHeader
NavigationNavigation
BodyBody
Whole page lookWhole page look
Other Other
Communicating Emotion to a Communicating Emotion to a DesignerDesigner
YOU do the above research and YOU do the above research and give your results to the design give your results to the design team. team.
Don’t tell them what to do, just Don’t tell them what to do, just what you want. Let them do what you want. Let them do their Job! their Job!
Share that Share that feelingfeeling is what’s is what’s most important to you. most important to you.
Buying Decisions are backed Buying Decisions are backed up with Logicup with Logic
Make what you do very Make what you do very obviousobvious
USP – List UNIQUE SELLING USP – List UNIQUE SELLING POINTS in obvious clear POINTS in obvious clear language – NO corpro-speaklanguage – NO corpro-speak
Client quotes above the foldClient quotes above the fold
Brand associative logosBrand associative logos
Usability vs. the Appearance Usability vs. the Appearance of Usabilityof Usability
The appearance of usability is The appearance of usability is about feelingabout feeling
Actual usability is about “can Actual usability is about “can they find it?”they find it?”
Usability in a NutshellUsability in a Nutshell
Can users identify and easily Can users identify and easily understand categories and understand categories and labels? labels? Do they know what everything’s Do they know what everything’s for? for?
Usability TipsUsability Tips
Obvious grouped categories of Obvious grouped categories of navigation navigation
Navigation Labels you doing Navigation Labels you doing have to think about or explainhave to think about or explain
Banner BlindnessBanner Blindness
““Learn More” vs. get more Learn More” vs. get more infoinfo
No internal jargonNo internal jargon
Buttons must look “click-Buttons must look “click-able”able”
The look (feelings!) The look (feelings!) doesdoes matter. matter. Sometimes a balance must be Sometimes a balance must be foundfound
Appearance of UsabilityAppearance of Usability
Chunks! (5-7) Visually separate Chunks! (5-7) Visually separate your chunks withyour chunks with
ProximityProximity
TitlesTitles
Color / graphicsColor / graphics
SizeSize
Writing for the WebWriting for the Web
Short sentences & Short sentences & paragraphsparagraphs
Straight to the point Straight to the point
NO flowery language or NO flowery language or business speak or jargon. Talk business speak or jargon. Talk like a real person. like a real person.
USP HeavyUSP Heavy
Title your paragraphsTitle your paragraphs
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