Mariana Mota is a UX designer with 12 years of experience. She is currently the head of design at Oxford Computer Consultants and co-founded UX Oxford and TalkingDesign. The document discusses the relationship between SEO and usability, with the goal of improving landing page experience. It provides tips for creating useful content through understanding user groups, personas, triggers and scenarios. It also discusses making pages easy to navigate through user flows, research, following web conventions and clear structure. Building trust is mentioned as the third important factor through branding, language, clean interfaces and logos. The importance of testing designs is emphasized through contextual research, interviews, card sorting, analytics and the 5 second test.

2. @MarianaMota
• UX Designer - 12 years
• Head of design at Oxford
Computer Consultants
• Co-founder of UX Oxford and
TalkingDesign
About me

3. @MarianaMota
Users find the url
Users find what they
are looking for
Search page Landing page
Off-site On-site
Get user’s attention Retain users
SEO & UX

4. @MarianaMota
“SEO is about attracting
people to your site (…)
Usability is about people's
behavior after they arrive on
your site”
Jakob Nielsen
http://www.nngroup.com/articles/seo-and-usability/

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Conversion
@MarianaMota

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1.Useful content
2.Ease of navigate
3.Trust
Improving landing page experience
https://support.google.com/adwords/answer/2404197?hl=en-GB

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Landing page

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1. Useful content | User groups
@MarianaMota

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1. Useful content | User groups
Personas
• Keep to small number
• Main user groups
• Validate!

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1. Useful content | Triggers
@MarianaMota

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1. Useful content | Triggers

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1. Useful content | Triggers

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2. Easy to navigate | User groups
Persona 1
Scenarios
Triggers
Persona 2
Scenarios
Triggers
Persona 3
Scenarios
Triggers

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2. Easy to navigate | User flow

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2. Easy to navigate | User flow

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2. Easy to navigate | User research on the whiteboard
Oxford Computer Consultants

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2. Easy to navigate | Web conventions

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Clear tagline
Clear call to action
Credibility
More details about
the product
2. Easy to navigate | Clear structure

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Clear tagline
Clear call to action
More details about
the product
2. Easy to navigate | Clear structure

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http://land-book.com/
2. Easy to navigate | Clear structure

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• Branding: Visual consistency
• Language and tone of voice
Avoid jargons, image stock
• Clean interfaces
• Logos (credibility)
2. Trust

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Eric Ries’s Build-Measure-Learn feedback loop and the Think-Make-Check UX cycle.
http://www.smashingmagazine.com/2012/10/10/lean-startup-is-great-ux-packaging/
Test it!

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Meet your users
early and often.

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Test it! : Contextual research
Oxford Computer Consultants running
usability testing for National Grid

25. @MarianaMota@MarianaMota
Test it! : Interview and Usability testing
Oxford Computer Consultants running usability
testing at Bath & North East Somerset Council

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http://www.uxmatters.com/mt/archives/2011/06/images/iaresearch_fig1.jpghttp://notlaura.com/wordpress/wp-content/uploads/2013/03/url1.jpeg
Test it! : Card sorting
@MarianaMota

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Test it! : Analytics & Heat maps
http://blog.econnectemail.com/wp-content/uploads/2012/04/heat-map.jpg

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usabilityhub.com
Test it! : 5 second test

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Any questions?
@MarianaMota
www.marianamota.com
Thank you!