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@uberflip
!#uberwebinar
!@usertesting!
How Content Marketing and User Experience Go Hand-in-Hand
Hana Abaza VP Marketing, Uberflip @hanaabaza
Stef Miller Marketing Manager, Demand Gen, @supahstef
@uberflip
!#uberwebinar
!@usertesting!
WE WILL SEND THE RECORDING.
Questions? We’ve got answers!
(At the end of the webinar J)
Join in on
@uberflip
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Stick Around For a Demo
@uberflip
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What is Usability? The quality of a user’s experience.
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effectiveness
usability.gov
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efficiency
usability.gov
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satisfaction
usability.gov
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é affinity é revenue
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Perception is Everything.
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Avoid distractions.
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Marketers need to K.I.S.S. more often.
(Keep It Simple Stupid)
- Stef Miller!
“! ”!
@uberflip
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Create great CTA’s
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Figuring out what to click on shouldn’t be a process
of trial and error. - Stef Miller!
“!”!
@uberflip
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Extremes can be unsettling
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Forms shouldn’t scare people
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A solid redesign of a bad form could increase
conversions 10–40%. - Luke Wroblewski!
Digital Product Leader!
“!”!
@uberflip
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!@usertesting!
Let’s take a step back. What does a form do?
• Sets an expectation • Requires attention • Blocks access • Triggers an emotional response • Slows people down
Tips for great form experiences:
• Extend the brand’s experience • Provide access to something of value • Include a contextual call-to-action • Surprise users by their ease-of-use • Optimize for both desktop & mobile
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Copy matters, a lot
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@uberflip
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Tips for writing effective copy:
• Learn from users, use their language
• Avoid jargon, don’t get gimmicky
• Read it out loud first
• Ask no less than 3 others to read it too
• Get to the point, but make sure to
provide enough context
• Test it!
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Advertising lacks consistency
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@uberflip
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@uberflip
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Don’t forget about the After Effect
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Beware of distractions Make sure that whatever is on your page is pointing people to take action, not preventing them from completing the task at hand.
Links + CTA’s should be recognizable Tried and true link conventions from the early days of theweb are still the most effective ways to format your links.CTA’s must be compelling!
Extremes can be unsettling Keep it simple! Make your point, provide a clear call to action, get rid of everything else. Be sure to test new ideas to see if they improve conversions.
Forms shouldn’t scare people Forms can make or break landing page UX.
Copy matters, a lot Write it, read it, say it, test it.
Ads + landing pages should match Maintain the theme from your ads to your landing pages and continue the conversation that brought users to your page.
Don’t forget about the ‘after’ effect Consider the entire experience, not just the initial view.
@uberflip
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!@usertesting!
What does this mean for your content
experience?
@Uberflip @HanaAbaza
@uberflip
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Your Content
Top of the Funnel
Middle of the Funnel
Bottom of the Funnel
By Topic By Type By Vertical By Persona
Content must be easy for buyers and your team to find.
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Tailored Experience
Optimized for Goals
Relevant Content Mix
Well Organized
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This tells me nothing!
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Optimizing for your goals.
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Long forms vs. Short forms
Lead Gen vs. Awareness
Lead Gen vs. Subscribers
Gated vs. Ungated
Hard CTA vs. Soft CTA
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Compelling copy counts.
(alliteration doesn’t hurt)
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Telling Headline
Helpful Description
Clear Call-to-Action
Optimized Form
Credibility
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The aftereffect.
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Targeted
Timely
Useful (resources)
Video (converts)
54% Open Rate
18.2% CTR
@uberflip
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!@usertesting!
QUESTION TIME!
Stef Miller Marketing Manager, Demand Gen,
@supahstef
hub.uberflip.com
Hana Abaza VP Marketing, Uberflip
@hanaabaza
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