Getting a visitor to your website is only half the battle: how do you keep them? A lot of attention is put on the "action" items on a homepage but it's more likely a visitor is landing on an interior page from a Web search or link. Every visual element, content or cue makes an impression with your visitor and influences what next step they take. The last thing you want to do is leave your visitor at a dead end or continuously force them to use the “back” button. With each page having a defined “next step” it gives your visitor a forward moving Web experience. The idea is more than just bigger and brighter action buttons. Your goal is the design an experience to make your visitors care. This session will walk through real life examples to identify common pitfalls and successful approaches, provide techniques to objectively look at your communications from your audience’s point of view and highlight tools to measure and track success of your communications.

1. Designing for next steps
(a forward moving Web experience)
@nickdenardis #heweb12 #mcs5

2. @nickdenardis
@nickdenardis #heweb12 #mcs5

3. Associate Director of Web Communications
Wayne State University
hp://wayne.edu/
Host of EDU Checkup
hp://educheckup.com/
Curator of EDU Snippits
hp://edusnippits.com/
@nickdenardis #heweb12 #mcs5

4. Information Architecture
“the art and science of organizing and labeling
websites, intranets, online communities and soware
to support usability.”
- Information Architecture Institute
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5. @nickdenardis #heweb12 #mcs5

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8. User Experience
“a person's perceptions and responses that result from
the use or anticipated use of a product, system or
service"
- ISO 9241-210
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9. Good Design != Good UX
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10. Good UX = Good Design
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11. 1. Junk
2.
3.
4.
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12. Care.
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13. First Impressions
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14. Can I trust this page?
Is the information up to date?
Can I use this page as a resource in the
future?
What do they want me to do on this
page?
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20. 1. Junk
2. Good
3.
4.
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21. Test early, test oen.
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29. Woopra
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30. Silos get in the way of
your users
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31. @nickdenardis #heweb12 #mcs5

32. @nickdenardis #heweb12 #mcs5

33. <script type="text/javascript">
var _gaq = _gaq || [];
_gaq.push(
['_setAccount', 'UA-xxxxxxxx-1'],
['_trackPageview'],
['b._setAccount', 'UA-xxxxxxxx-1'],
['b._trackPageview']
);
(function() {
var ga = document.createElement('script'); ga.type =
'text/javascript'; ga.async = true;
ga.src = ('https:' == document.location.protocol ?
'https://ssl' : 'http://www') + '.google-analytics.com/
ga.js';
var s = document.getElementsByTagName('script')[0];
s.parentNode.insertBefore(ga, s);
})();
</script>
@nickdenardis #heweb12 #mcs5

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36. 1. Junk
2. Good
3. Great
4.
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37. Use a human proxy
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41. We have limited time
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42. ClickTale
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43. @nickdenardis #heweb12 #mcs5

44. People suck at
reading online
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45. @nickdenardis #heweb12 #mcs5

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47. @nickdenardis #heweb12 #mcs5

48. 1. Junk
2. Good
3. Great
4. Rememberable
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49. #lilebigdetails
hp://lilebigdetails.com/
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50. Error messages maer
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51. @nickdenardis #heweb12 #mcs5

52. Reduce the barrier
to completion
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58. Creepy!
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59. Details maer
(pixels don’t)
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66. 1. Junk
Get a baseline understanding of your visitors
2. Good
Entice them to get just one step further
3. Great
Walk along their journey
4. Rememberable
Adding a few #lilebigdetails
@nickdenardis #heweb12 #mcs5

67. Resources
• google.com/analytics
• slickplan.com
• woopra.com
• clicktale.com
• lilebigdetails.com
@nickdenardis #heweb12 #mcs5

68. ank You
hps://speakerdeck.com/u/nickdenardis
hp://nickdenardis.com
@nickdenardis #heweb12 #mcs5