How to Increase Your Site Usability to Drive Leads

Digital Reach
Digital ReachDigital Reach
How to Increase Your Site
Usability to Drive Leads
By: Rebecca Berin
Contact: Andrew@digitalreachagency.com | Digital Reach
We are a B2B Digital Marketing Agency
focusing on demand generation.
Companies work with us to:
• Increase qualified leads
• Track SEO and SEM to ROI
• Marketing Automation Support
About Us
• Search Engine Optimization
• Paid Search & Display
• Website Redesign
• Marketing Automation
Contact: Andrew@digitalreachagency.com | Digital Reach
1 Site Usability & SEO Ranking Factors
2 Defining Ideal Usability
3 Customer Journey & Driving Leads
On the Agenda
4
Site Usability & SEO
Ranking Factors
Indicating Quality Through Behavioral Metrics
The quality and user-friendliness of your site is in the data. Users show search engines
the value of your site through long stays, sharing, returning, etc. Here are the metrics to
watch and why:
Session Duration Pages Per Session Bounce/Exit Rates
Session duration is the
amount of time a user spent
on your site.
This shows SEs the user
found what they were looking
for.
Pages/Session is how many
pages a user visited during
their session.
This metric can indicate ease
of use and prove content
value for your site.
A bounce is when a user
quickly leaves the first pages
they visit - exit rate is
reviewed on a per page
basis.
This can indicate a user
finding what they
need/content value.
Usability Factors
Ensuring your site has a user-friendly design and features is the key to considering
the User’s Experience, including:
• Overall usability (these factors can help or be a roadblock)
• Site structure and navigation
• Headers and footers
• Internal linking
• Visibility of CTAs for the user
• Universal friendliness for all users
• Easy to understand/intuitive to use
Site Architecture & Navigation
Your ability to provide a sensible structure and hierarchy to your site while allowing
users to self-guide their experiences makes the difference between losing or
gaining a lead.
Prioritize your pages with the user in mind, paying attention to:
• Site Hierarchy: Main pages, sub-pages, within nav/dependent
• Navigation: Header and footer
• Internal Linking: Page-to-page connections/relevant content support
Universal Friendliness
Universal Friendliness is key to your site’s usability. But what does universal
friendliness mean? It means you have a site that has:
Clear Navigation Ease of Use
Accomodations for
the Impaired
Understandable
Content
Site Adaptability
Minimal User
Data Usage
Site Responsiveness
Content
Consistency
Does my content match
on all devices?
Speed
How can we improve
site speed?
Flexibility
Does my site adapt to
every screen?
Test Analyze
Implement
fixes
Optimizing for Speed
Mobile First Indexing
What is ‘Mobile First Indexing’? In March 2018, Google started the process of
migrating sites to mobile-first index. Google uses the mobile version of your page
for indexing and ranking.
This indexing change might not have an effect on other metrics for your site, but
that depends on your optimizations and content.
• If your desktop content differs from your mobile (because of
sizing/spacing etc.), then problems will occur IF the missing content
contains major ranking signals.
• If your website is not built for optimized responsiveness or general
multi-device optimizations, issues will come up over time in ranks.
57% of users are on a mobile device.
11
Defining Ideal Site
Usability
Navigation: Headers & Footers
Headers and footers...
Are important navigation tools for
users on your site because they:
● allow us to guide users who
are independent searchers or
unsure of specific needs
● helps provide a better
experience
Content Quality
Search engines are beginning to read natural language – gone are the days of “keyword
stuffing” and content quantity over quality.
Producing content that is easy to understand and digestible for all users has a domino
effect across ranking factors. By providing the education and information your audience is
looking for, you:
● Keep them on your site longer
● Show SEs why you should rank page 1 (or even better, in the top 5)
Intuitive Design
Without knowing it, users can decide whether your site is up to their standards based on
design intuition. These unspoken understandings from well-known sites users utilize
often, particularly those that provide ideal UX.
Principles of Intuitive Design:
• The user knows how to interact with your design.
• Your design can be understood and used easily by impaired users.
• Taking the time to study the consumers’ interactions with your site is a means of
implementing improvements.
15
Guiding the Customer
Journey & Driving Leads
Site Structure Framework
It’s important to take your time to map out your site hierarchy. Understand what
your main pages should be and what content relates/supports them.
Things to know: A good site structure mapped out correctly can mean better
crawling from search engines. You can use this to control how SEs view pages on
your site and the connections they have.
User Value Beyond the Sale
Stay one step ahead of your audience.
An undeniable shift in most industries means you can no longer offer the bare
minimum to the user. In the age of search engines, you have to stay competitive.
Why should a user go with you if another site offers them so much more?
Ease of Use
Guide the customer journey… naturally.
• Use internal linking to offer content that further educates the user
• Resources pages or other sub-pages
• Direct users to trusted external resources or partners
Intuitive Design
• Make next steps obvious through highlights, shading, etc.
Adaptability for the user on-the-go...
• Make your site mobile, ensuring a good first
impression for users on alternative devices
19
Get Your LIVE Site
Analysis
Site Analysis
Rebecca
Berin
Senior SEO
Strategist
In a 30 minute consultation, learn:
✓ Where you rank in relation to competitors
✓ Measure revenue opportunity from Search
✓ What you can do to accelerate your SEO results
Get a second opinion on your approach to SEO
1 sur 20

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How to Increase Your Site Usability to Drive Leads

  • 1. How to Increase Your Site Usability to Drive Leads By: Rebecca Berin
  • 2. Contact: Andrew@digitalreachagency.com | Digital Reach We are a B2B Digital Marketing Agency focusing on demand generation. Companies work with us to: • Increase qualified leads • Track SEO and SEM to ROI • Marketing Automation Support About Us • Search Engine Optimization • Paid Search & Display • Website Redesign • Marketing Automation
  • 3. Contact: Andrew@digitalreachagency.com | Digital Reach 1 Site Usability & SEO Ranking Factors 2 Defining Ideal Usability 3 Customer Journey & Driving Leads On the Agenda
  • 4. 4 Site Usability & SEO Ranking Factors
  • 5. Indicating Quality Through Behavioral Metrics The quality and user-friendliness of your site is in the data. Users show search engines the value of your site through long stays, sharing, returning, etc. Here are the metrics to watch and why: Session Duration Pages Per Session Bounce/Exit Rates Session duration is the amount of time a user spent on your site. This shows SEs the user found what they were looking for. Pages/Session is how many pages a user visited during their session. This metric can indicate ease of use and prove content value for your site. A bounce is when a user quickly leaves the first pages they visit - exit rate is reviewed on a per page basis. This can indicate a user finding what they need/content value.
  • 6. Usability Factors Ensuring your site has a user-friendly design and features is the key to considering the User’s Experience, including: • Overall usability (these factors can help or be a roadblock) • Site structure and navigation • Headers and footers • Internal linking • Visibility of CTAs for the user • Universal friendliness for all users • Easy to understand/intuitive to use
  • 7. Site Architecture & Navigation Your ability to provide a sensible structure and hierarchy to your site while allowing users to self-guide their experiences makes the difference between losing or gaining a lead. Prioritize your pages with the user in mind, paying attention to: • Site Hierarchy: Main pages, sub-pages, within nav/dependent • Navigation: Header and footer • Internal Linking: Page-to-page connections/relevant content support
  • 8. Universal Friendliness Universal Friendliness is key to your site’s usability. But what does universal friendliness mean? It means you have a site that has: Clear Navigation Ease of Use Accomodations for the Impaired Understandable Content Site Adaptability Minimal User Data Usage
  • 9. Site Responsiveness Content Consistency Does my content match on all devices? Speed How can we improve site speed? Flexibility Does my site adapt to every screen? Test Analyze Implement fixes Optimizing for Speed
  • 10. Mobile First Indexing What is ‘Mobile First Indexing’? In March 2018, Google started the process of migrating sites to mobile-first index. Google uses the mobile version of your page for indexing and ranking. This indexing change might not have an effect on other metrics for your site, but that depends on your optimizations and content. • If your desktop content differs from your mobile (because of sizing/spacing etc.), then problems will occur IF the missing content contains major ranking signals. • If your website is not built for optimized responsiveness or general multi-device optimizations, issues will come up over time in ranks. 57% of users are on a mobile device.
  • 12. Navigation: Headers & Footers Headers and footers... Are important navigation tools for users on your site because they: ● allow us to guide users who are independent searchers or unsure of specific needs ● helps provide a better experience
  • 13. Content Quality Search engines are beginning to read natural language – gone are the days of “keyword stuffing” and content quantity over quality. Producing content that is easy to understand and digestible for all users has a domino effect across ranking factors. By providing the education and information your audience is looking for, you: ● Keep them on your site longer ● Show SEs why you should rank page 1 (or even better, in the top 5)
  • 14. Intuitive Design Without knowing it, users can decide whether your site is up to their standards based on design intuition. These unspoken understandings from well-known sites users utilize often, particularly those that provide ideal UX. Principles of Intuitive Design: • The user knows how to interact with your design. • Your design can be understood and used easily by impaired users. • Taking the time to study the consumers’ interactions with your site is a means of implementing improvements.
  • 16. Site Structure Framework It’s important to take your time to map out your site hierarchy. Understand what your main pages should be and what content relates/supports them. Things to know: A good site structure mapped out correctly can mean better crawling from search engines. You can use this to control how SEs view pages on your site and the connections they have.
  • 17. User Value Beyond the Sale Stay one step ahead of your audience. An undeniable shift in most industries means you can no longer offer the bare minimum to the user. In the age of search engines, you have to stay competitive. Why should a user go with you if another site offers them so much more?
  • 18. Ease of Use Guide the customer journey… naturally. • Use internal linking to offer content that further educates the user • Resources pages or other sub-pages • Direct users to trusted external resources or partners Intuitive Design • Make next steps obvious through highlights, shading, etc. Adaptability for the user on-the-go... • Make your site mobile, ensuring a good first impression for users on alternative devices
  • 19. 19 Get Your LIVE Site Analysis
  • 20. Site Analysis Rebecca Berin Senior SEO Strategist In a 30 minute consultation, learn: ✓ Where you rank in relation to competitors ✓ Measure revenue opportunity from Search ✓ What you can do to accelerate your SEO results Get a second opinion on your approach to SEO