Audience is King - Landing Page &

Usability Design  Vermont Web Marketing Summit

November 13, 2013Kim Krause Berg, Speaker

Kim Krause Berg, Usability and User Interface AnalystInternet Marketing Ninjas

Cre8pc.comCre8asiteforums.com

Every Web Page Is a Gem

Usability• Findability• Understandability• Readability• Searchability• Accessibility

User Interface• Layout• Considerations for all devices• Users• Information architecture• Navigation• Forms and applications

Our Focus

Personalized Experience

Pleasing Visuals

Ease of Navigation

Personalized ExperienceKnow your web site visitors

Know how your visitors are looking for your products.“new fringe boot styles”“unique fringe boots”“western look fringe boots”“low heeled leather and fringe boots”

How to Create a Personalized Experience

Search Engines• Title tag • Meta description• Image captions• Establish trust – Meet

expectations• Get social - Pin

User Interface• Use terms your visitors use• Show respect• Design for your target visitors• Create tasks for different

segments and needs• Ratings, feedback

Do No Harm

Incorrect Format

Do No Harm = Respect for Visitors

• Interpersonal: loss of dignity, insult, humility

• Psychological: confusion, discomfort, frustration, boredom

Ex. Target sued by Assoc. for BlindAccessibility for special needs users

Ex. Most websites

Pleasing VisualsDistractions, Organization, Images, Colors

http://www.colorschemer.com/online.html

http://www.joedolson.com/color-contrast-compare.php

SlidersThey won’t work on all devices.AccessibilityAuto vs. manualMore than one on a pageConversionsNot a good choice for PPC

Pleasing Visuals = Landing Page Conversions• Content layout - scanning• Image quality – details• Color contrasts• Make it easy to find tasks

• Use bullet points• Short sentences• Organization• Avoid distractions

Ease of NavigationSense of Place, Breadcrumbs, Information Architecture

Build a Solid Foundation

• Terms• Categories• Breadcrumbs• Fat footer• Text vs. images

• Requirements• Task• Sense of Place• Sitemap• Distractions

Landing Pages Guide Visitors

• Make text and links different• Order navigation by user needs• Add verbs to global navigation• Use breadcrumb navigation• Create hubs (categories)• Avoid click here• Use buttons

• Alternative navigation• Colors• Fonts• Terms• Sense of place• Alt attributes

Persuasive Design Guidelines• Choose terms your visitors

understand• Test colors for color contrast issues• Create tasks based on user needs• Explain. Provide details. Warn.

Provide feedback. • No distractions• Avoid fads• Never hide your money maker

calls to action

Books:• About Face, Alan Cooper• Ecom Hell, Shirley Tan• Don’t Make Me Think, Steve Krug

Anything by Tim Ash, Bryan Eisenberg, Roger Dooley, Shari Thurow, Susan Weinschenk, Peter Morville, Luke Wroblewski, Jacob Nielsen, Jared Spool

Conversions Design

• Understand your visitors’ goals and motivations• “Economy of form”, using less to accomplish more• Remove the mystery• Establish trust• Build your brand -

http://www.cre8asiteforums.com/2013/11/11/look-to-the-past-for-lessons-on-establishing-personal-brand/• Don’t hide your top tasks

FREE Download (PDF)

www.internetmarketingninjas.com/internet-marketing-ebooks/natural-website-conversions.html

The Mobile Playbookhttp://www.themobileplaybook.com

Find Kim Krause Berg

• Internetmarketingninjas.comUsability, Conversions, Shopping Cart, Software Application, Mobile, Accessibility Testing.com • https://twitter.com/kim_cre8pc• https://www.facebook.com/cre8pc• Cre8asiteforums.com