SlideShare a Scribd company logo
1 of 48
Download to read offline
1
UX Tips:
9 Tactics to Better Build Your Website
Presented By:
© Hileman Group. All rights reserved
Hosted By:
2
Agenda
HILEMAN G ROUP
► Recommended
process
► Difference between UX & UI
► What UX is and isn’t
► Best practices
► Introductions
► Questions
► Key takeaways
► Toolbox
3
HILEMAN G ROUP
► Recommended
process
► Difference between UX & UI
► What UX is and isn’t
► Best practices
► Introductions
► Questions
► Key takeaways
► Toolbox
4
Kyle Chandler
Director of Marketing Services, Hileman Group
Email: kchandler@hileman.biz | Twitter: @ProjectChandler
Joe Ickes
UX Designer, Hileman Group
Email: jickes@hileman.biz | Twitter: @HilemanGroup
Introductions
HILEMAN G ROUP
5
HILEMAN G ROUP
► Recommended
process
► Difference between UX & UI
► What UX is and isn’t
► Best practices
► Introductions
► Questions
► Key takeaways
► Toolbox
6
What UX is and isn’t
HILEMAN G ROUP
As the Nielsen Norman Group defines it is “encompassing all aspects of the end-user’s interaction with
the company, its services, and its products.”
Usability.gov defines it as “focusing on having a deep understanding of users, what they need, what
they value, their abilities, and also their limitations.”
International Organization for Standardization defines it as “person’s perceptions and responses
resulting from the use and or anticipated use of a product, system or service.”
USER EXPERIENCE IS…
USER EXPERIENCE IS NOT JUSTTHE USER INTERFACE
7
HILEMAN G ROUP
► Recommended
process
► Difference between UX & UI
► What UX is and isn’t
► Best practices
► Introductions
► Questions
► Key takeaways
► Toolbox
8
What UX is and isn’t
HILEMAN G ROUP
Source: mediatemple.net
9
Difference between UX & UI
HILEMAN G ROUP
Information Architecture
Content Strategy
Interaction Design
Usability
User Research
User Interface
USER EXPERIENCE
Visual Design
Visual Prototype
USER INTERFACE
10
Source:
uxdesign.cc
11
HILEMAN G ROUP
► Recommended
process
► Difference between UX & UI
► What UX is and isn’t► Introductions
► Best practices
► Questions
► Key takeaways
► Toolbox
12
Recommended process
HILEMAN G ROUP
Get feedback directly from users of site on the
current state
STAKEHOLDER INTERVIEWS
Testing users on a specific set of criteria to
influence the direction of the new site/app
USERTESTING
A fictional character that demonstrates the
characteristics of the target users
PERSONAS
An inventory of the current website
UX AUDIT
A review of competitors, based on usability,
look & feel, etc.
COMPETITIVE ANALYSIS
13
Recommended process
HILEMAN G ROUP
List of new webpages displayed in a tree structure; used to determine content, hierarchy, location of
information, and navigation throughout a product or experience
SITEMAP
The blueprint of a future website, used to show the functional elements of a website or page, typically
used for planning a site's structure and functionality
WIREFRAMES
14
HILEMAN G ROUP
► Recommended
process
► Difference between UX & UI
► What UX is and isn’t
► Best practices
► Introductions
► Questions
► Key takeaways
► Toolbox
15
Best practices
HILEMAN G ROUP
Understand the business goals & objectives
1
How UX can help with site overall | You have to know your audience
16
1. Understand the business goals & objectives
HILEMAN G ROUP
1. How UX can help with site overall:
• A good UX design can raise a website’s conversion
rate between 200% to 400% (forbes.com)
• Companies with highly effective UX have increased
their revenue by 37%, and top 10 UX leaders in
America outperform the S&P with close to triple the
returns (uxpassion.com)
• 90% of users reported stopped using an app due to
poor performance, according toThe App Attention
Span Study
2. You have to know your audience before you can create a
site for them.
17
Best practices
HILEMAN G ROUP
Content is king in marketing AND user experience
2
Content or design first? | Ways to make content more effective | Content and marketing |
Navigation
18
Content
HILEMAN G ROUP
19
2. Content –Ways to make content more effective
HILEMAN G ROUP
1. Use small digestible chunks of content and concise text
with a scannable layout (bulleted lists, numbered lists,
etc.).
2. Use separate content headers and different levels of
headers (h2, h3, h4, etc.), making sure there is an
established hierarchy.
3. Callout specific pieces of text in a paragraph using bold or
italicized type.
4. Content isn't text only; use high quality imagery, icons,
and infographics.
20
2. Content – Content and marketing
HILEMAN G ROUP
One of the most important aspects in content alignment within marketing is ensuring that the
specific keywords/context of your content aligns not just to end users, but also to search trends.
21
2. Content – Navigation
HILEMAN G ROUP
Your website navigation and structure benefit both the end
users' experience and search engines alike.
• Ensure page authority flows from your highest level pages
to the deepest/lowest level pages
• Leverage a “section landing page” approach so that no
content is ever more than 3 clicks away from the home
page
• This approach ensures that the page authority will
evenly flow from your home page to any page
throughout the website
• Plus it allows for easy to understand section
categories
22
Best practices
HILEMAN G ROUP
Mobile friendliness is no longer an option, it is a
requirement
3
Mobile and Google | Mobile on desktop | Desktop on mobile
23
3. Mobile friendliness – Mobile and Google
HILEMAN G ROUP
If Google likes mobile, so should you.
• In early 2015, Google rolled out what was called
“Mobilegeddon” where they began penalizing non mobile-
friendly websites from appearing on search queries on
mobile devices
• This shift is truly pushing all brands to take a mobile first
approach, ensuring their content is optimized for any
device; especially as mobile device traffic officially broke
above desktop, driving more than 56% of traffic to top
sites
24
3. Mobile friendliness – Mobile on desktop & desktop on mobile
HILEMAN G ROUP
1. Have a responsive solution to your desktop site.
2. The desktop experience cannot be the exact same experience on mobile and vise versa.
3. Remember, there are some things you can do on a desktop that you can’t do on mobile.
Source:
designmodo.com
25
Best practices
HILEMAN G ROUP
Logo & brand identity
4
26
4. Logo & brand identity
HILEMAN G ROUP
Nielsen Norman Group says, “Users are 89% more likely to remember logos shown in the traditional
top-left position than logos placed on the right.”
27
Best practices
HILEMAN G ROUP
Consistency
5
28
5. Consistency with styling, headings, hierarchy, and language & tone
HILEMAN G ROUP
1. UX designer, Anton Nikolov says, “Consistent
design is intuitive design.” It means when
users use your website or app, they follow a
set of patterns established throughout the
site.
2. Visual consitency can be established through
things like style guides and brand guidelines.
Source: logicearth.com
29
Source: uxdesign.cc
30
Best practices
HILEMAN G ROUP
Cleanliness
6
31
Source: earthhour.paris
32
Best practices
HILEMAN G ROUP
1. Keeping it clean with whitespace
Source: dropbox.com
33
Source: apple.com
34
6. Cleanliness
HILEMAN G ROUP
“White space has been proven to increase comprehension up to 20%.”
- Fastcodesign.com
35
Best practices
HILEMAN G ROUP
Don’t hope end-users take action, give them easy calls-to-action
7
Intent | Clarity | Location
36
7. Call-to-action – Intent
HILEMAN G ROUP
• Industry thought leadership
• Blog posts
• Articles
• Brand content
• Awards and recognitions
• News and PR
• Community involvement
• Live events
• Virtual events
• Assessment tools
• Interactive quizzes
• Video
• Testimonials
• Case studies
• Specific brand
content
• Targeted white
papers
• Phone call
• Request a
consultation
• Request a
proposal /
quote
• Web contact
Throughout your website, you want to have clear and concise calls-to-action to help drive your end-users through the
marketing funnel. However, keep in mind where they are in their own customer journey.
37
7. Call-to-action – Clarity & location
HILEMAN G ROUP
38
Best practices
HILEMAN G ROUP
Attention spans are shrinking… so should your page load times
8
End users attention spans | Search engine ranking signal
39
8.Website load time – End-users’ attention spans & search engine
ranking signal
HILEMAN G ROUP
Site and page load time not only affect how an end-user experiences
your brand, but also your search engine rankings and, in turn, your
overall traffic.
• Google has indicated site speed as one of the signals used by its
algorithm to rank pages
• In addition, a slow page speed means that search engines can crawl
fewer pages using their allocated crawl budget, which could
negatively affect your indexation
• Page speed is also important to user experience, pages with a longer
load time tend to have higher bounce rates and lower average time
on page.
• Longer load times have also been shown to negatively affect
40
Best practices
HILEMAN G ROUP
Post-launch tracking & analysis
9
Heatmaps | User tracking videos | Google Analytics | Search engine rank tracking
41
Source: boagworld.com
42
43
9. Post-launch tracking & analysis – Google Analytics & search engine
rank tracking
HILEMAN G ROUP
44
HILEMAN G ROUP
► Recommended
process
► Difference between UX & UI
► What UX is and isn’t
► Best practices ► Key takeaways
► Introductions
► Toolbox ► Questions
45
Key takeaways
HILEMAN G ROUP
 Knowing your users is paramount to your success
 Content is KEY for any UX effort
 Mobile friendliness is needed for any site to reach its full potential
 The logo in the upper left corner of a website is standard
 Consistency makes a website that much easier to use
 White space allows the user to focus on the content
 There must be a goal to go along with your CTAs
 Don’t let a slow website be the reason your users leave
 Once a website is launched, the work isn’t done
46
HILEMAN G ROUP
► Recommended
process
► Difference between UX & UI
► What UX is and isn’t
► Best practices ► Key takeaways
► Introductions
► Toolbox ► Questions
47
Toolbox
HILEMAN G ROUP
SITEMAPPING
USER TESTING
WIREFRAMING PROTOTYPING
48
HILEMAN G ROUP
► Recommended
process
► Difference between UX & UI
► What UX is and isn’t
► Best practices ► Key takeaways
► Introductions
► Toolbox ► Questions

More Related Content

Similar to UX Tips: 9 Tactics to Build Your Website

Technologies: Expert in the Room Webinar: Optimizing your Website for Mobile
Technologies: Expert in the Room Webinar: Optimizing your Website for MobileTechnologies: Expert in the Room Webinar: Optimizing your Website for Mobile
Technologies: Expert in the Room Webinar: Optimizing your Website for MobileRandstad USA
 
3 Challenges of Building Complex Dashboards with Open Source Components
3 Challenges of Building Complex Dashboards with Open Source Components3 Challenges of Building Complex Dashboards with Open Source Components
3 Challenges of Building Complex Dashboards with Open Source ComponentsRyan MacCarrigan
 
Being Agile in project management
Being Agile in project managementBeing Agile in project management
Being Agile in project managementChris Mitchell
 
5 Must Haves for Launching a Successful Mobile Product
5 Must Haves for Launching a Successful Mobile Product5 Must Haves for Launching a Successful Mobile Product
5 Must Haves for Launching a Successful Mobile ProductRobert Woo
 
Experience Matters: Understanding the New ROI of UX/CX
Experience Matters: Understanding the New ROI of UX/CX Experience Matters: Understanding the New ROI of UX/CX
Experience Matters: Understanding the New ROI of UX/CX Mediacurrent
 
Essential Mobile Optimizations for Every Search, Display, and Shopping Campaign
Essential Mobile Optimizations for Every Search, Display, and Shopping CampaignEssential Mobile Optimizations for Every Search, Display, and Shopping Campaign
Essential Mobile Optimizations for Every Search, Display, and Shopping CampaignTinuiti
 
User experience workshop
User experience workshopUser experience workshop
User experience workshopGYK Antler
 
158ltd's Web Services
158ltd's Web Services158ltd's Web Services
158ltd's Web ServicesIvelin Ivanov
 
Digital Yalo - Our Portfolio
Digital Yalo - Our PortfolioDigital Yalo - Our Portfolio
Digital Yalo - Our PortfolioArnold Huffman
 
The Insider Strategy for Mobile Optimization
The Insider Strategy for Mobile OptimizationThe Insider Strategy for Mobile Optimization
The Insider Strategy for Mobile OptimizationRachel Lefkowitz
 
The Insider Strategy for Mobile Optimization
The Insider Strategy for Mobile OptimizationThe Insider Strategy for Mobile Optimization
The Insider Strategy for Mobile OptimizationKaizenPlatformUS
 
2017-04-13 Agile Product Management - Bandung
2017-04-13 Agile Product Management - Bandung2017-04-13 Agile Product Management - Bandung
2017-04-13 Agile Product Management - BandungMichael Ong
 
8 User Experiences to Build an Effective Experimentation Program_VWO_Workshop
8 User Experiences to Build an Effective Experimentation Program_VWO_Workshop8 User Experiences to Build an Effective Experimentation Program_VWO_Workshop
8 User Experiences to Build an Effective Experimentation Program_VWO_WorkshopVWO
 
The New SEO: User Behavior, Social Engagement and Brand Preference
The New SEO:  User Behavior, Social Engagement and Brand PreferenceThe New SEO:  User Behavior, Social Engagement and Brand Preference
The New SEO: User Behavior, Social Engagement and Brand PreferenceMary Mac
 
Agile Indonesia 2017 : Agile & User Experience for Engineers
Agile Indonesia 2017 : Agile & User Experience for EngineersAgile Indonesia 2017 : Agile & User Experience for Engineers
Agile Indonesia 2017 : Agile & User Experience for EngineersMichael Ong
 
Create Engaging Digital Commerce Experiences with IBM and CoreMedia
Create Engaging Digital Commerce Experiences with IBM and CoreMediaCreate Engaging Digital Commerce Experiences with IBM and CoreMedia
Create Engaging Digital Commerce Experiences with IBM and CoreMediaPerficient, Inc.
 
Master Your Website (Final)
Master Your Website (Final)Master Your Website (Final)
Master Your Website (Final)johnjjudge
 
SEO and Content Marketing
SEO and Content MarketingSEO and Content Marketing
SEO and Content MarketingNavneet Kaushal
 
Introduction to digital marketing - mylivpro
Introduction to digital marketing - mylivproIntroduction to digital marketing - mylivpro
Introduction to digital marketing - mylivproVedant Khandelwal
 

Similar to UX Tips: 9 Tactics to Build Your Website (20)

Technologies: Expert in the Room Webinar: Optimizing your Website for Mobile
Technologies: Expert in the Room Webinar: Optimizing your Website for MobileTechnologies: Expert in the Room Webinar: Optimizing your Website for Mobile
Technologies: Expert in the Room Webinar: Optimizing your Website for Mobile
 
3 Challenges of Building Complex Dashboards with Open Source Components
3 Challenges of Building Complex Dashboards with Open Source Components3 Challenges of Building Complex Dashboards with Open Source Components
3 Challenges of Building Complex Dashboards with Open Source Components
 
Being Agile in project management
Being Agile in project managementBeing Agile in project management
Being Agile in project management
 
5 Must Haves for Launching a Successful Mobile Product
5 Must Haves for Launching a Successful Mobile Product5 Must Haves for Launching a Successful Mobile Product
5 Must Haves for Launching a Successful Mobile Product
 
Experience Matters: Understanding the New ROI of UX/CX
Experience Matters: Understanding the New ROI of UX/CX Experience Matters: Understanding the New ROI of UX/CX
Experience Matters: Understanding the New ROI of UX/CX
 
Essential Mobile Optimizations for Every Search, Display, and Shopping Campaign
Essential Mobile Optimizations for Every Search, Display, and Shopping CampaignEssential Mobile Optimizations for Every Search, Display, and Shopping Campaign
Essential Mobile Optimizations for Every Search, Display, and Shopping Campaign
 
User experience workshop
User experience workshopUser experience workshop
User experience workshop
 
Being Successful on Mobile
Being Successful on Mobile Being Successful on Mobile
Being Successful on Mobile
 
158ltd's Web Services
158ltd's Web Services158ltd's Web Services
158ltd's Web Services
 
Digital Yalo - Our Portfolio
Digital Yalo - Our PortfolioDigital Yalo - Our Portfolio
Digital Yalo - Our Portfolio
 
The Insider Strategy for Mobile Optimization
The Insider Strategy for Mobile OptimizationThe Insider Strategy for Mobile Optimization
The Insider Strategy for Mobile Optimization
 
The Insider Strategy for Mobile Optimization
The Insider Strategy for Mobile OptimizationThe Insider Strategy for Mobile Optimization
The Insider Strategy for Mobile Optimization
 
2017-04-13 Agile Product Management - Bandung
2017-04-13 Agile Product Management - Bandung2017-04-13 Agile Product Management - Bandung
2017-04-13 Agile Product Management - Bandung
 
8 User Experiences to Build an Effective Experimentation Program_VWO_Workshop
8 User Experiences to Build an Effective Experimentation Program_VWO_Workshop8 User Experiences to Build an Effective Experimentation Program_VWO_Workshop
8 User Experiences to Build an Effective Experimentation Program_VWO_Workshop
 
The New SEO: User Behavior, Social Engagement and Brand Preference
The New SEO:  User Behavior, Social Engagement and Brand PreferenceThe New SEO:  User Behavior, Social Engagement and Brand Preference
The New SEO: User Behavior, Social Engagement and Brand Preference
 
Agile Indonesia 2017 : Agile & User Experience for Engineers
Agile Indonesia 2017 : Agile & User Experience for EngineersAgile Indonesia 2017 : Agile & User Experience for Engineers
Agile Indonesia 2017 : Agile & User Experience for Engineers
 
Create Engaging Digital Commerce Experiences with IBM and CoreMedia
Create Engaging Digital Commerce Experiences with IBM and CoreMediaCreate Engaging Digital Commerce Experiences with IBM and CoreMedia
Create Engaging Digital Commerce Experiences with IBM and CoreMedia
 
Master Your Website (Final)
Master Your Website (Final)Master Your Website (Final)
Master Your Website (Final)
 
SEO and Content Marketing
SEO and Content MarketingSEO and Content Marketing
SEO and Content Marketing
 
Introduction to digital marketing - mylivpro
Introduction to digital marketing - mylivproIntroduction to digital marketing - mylivpro
Introduction to digital marketing - mylivpro
 

More from Hileman Group

Programmatic Advertising 101
Programmatic Advertising 101Programmatic Advertising 101
Programmatic Advertising 101Hileman Group
 
How to Run an Effective Brainstorm Session
How to Run an Effective Brainstorm SessionHow to Run an Effective Brainstorm Session
How to Run an Effective Brainstorm SessionHileman Group
 
The Value of MarTech Stack Planning
The Value of MarTech Stack PlanningThe Value of MarTech Stack Planning
The Value of MarTech Stack PlanningHileman Group
 
Interactive Content - How to Make Boring Content Engaging
Interactive Content - How to Make Boring Content EngagingInteractive Content - How to Make Boring Content Engaging
Interactive Content - How to Make Boring Content EngagingHileman Group
 
Marketing Dashboards: The Dos and Don’ts of Effective Reporting
Marketing Dashboards: The Dos and Don’ts of Effective ReportingMarketing Dashboards: The Dos and Don’ts of Effective Reporting
Marketing Dashboards: The Dos and Don’ts of Effective ReportingHileman Group
 
Data Security for Marketers
Data Security for MarketersData Security for Marketers
Data Security for MarketersHileman Group
 
The Role of ADA Compliance and the Future of the Web
The Role of ADA Compliance and the Future of the WebThe Role of ADA Compliance and the Future of the Web
The Role of ADA Compliance and the Future of the WebHileman Group
 
Building and Maintaining Effective Teams (who want to work for you)
Building and Maintaining Effective Teams (who want to work for you)Building and Maintaining Effective Teams (who want to work for you)
Building and Maintaining Effective Teams (who want to work for you)Hileman Group
 
Rankpocalypse! Can SEO Survive Without Rankings?
Rankpocalypse! Can SEO Survive Without Rankings?Rankpocalypse! Can SEO Survive Without Rankings?
Rankpocalypse! Can SEO Survive Without Rankings?Hileman Group
 
Healthcare Marketing: Stop Marketing. Start Engaging.
Healthcare Marketing: Stop Marketing. Start Engaging.Healthcare Marketing: Stop Marketing. Start Engaging.
Healthcare Marketing: Stop Marketing. Start Engaging.Hileman Group
 
When Worlds Collide: Why Marketing & Technology Should be Involved in the CMS...
When Worlds Collide: Why Marketing & Technology Should be Involved in the CMS...When Worlds Collide: Why Marketing & Technology Should be Involved in the CMS...
When Worlds Collide: Why Marketing & Technology Should be Involved in the CMS...Hileman Group
 
Measuring the Effectiveness of B2B Marketing
Measuring the Effectiveness of B2B MarketingMeasuring the Effectiveness of B2B Marketing
Measuring the Effectiveness of B2B MarketingHileman Group
 
The Marriage of Traditional and Digital Marketing
The Marriage of Traditional and Digital MarketingThe Marriage of Traditional and Digital Marketing
The Marriage of Traditional and Digital MarketingHileman Group
 
B2B Marketing Technologies Demystified
B2B Marketing Technologies DemystifiedB2B Marketing Technologies Demystified
B2B Marketing Technologies DemystifiedHileman Group
 
9 Takeaways From Content Marketing World
9 Takeaways From Content Marketing World9 Takeaways From Content Marketing World
9 Takeaways From Content Marketing WorldHileman Group
 
6 Ways Marketing Automation Drives Revenue
6 Ways Marketing Automation Drives Revenue6 Ways Marketing Automation Drives Revenue
6 Ways Marketing Automation Drives RevenueHileman Group
 
Adaptive vs Responsive Design
Adaptive vs Responsive DesignAdaptive vs Responsive Design
Adaptive vs Responsive DesignHileman Group
 
Search Engine Marketing 101
Search Engine Marketing 101Search Engine Marketing 101
Search Engine Marketing 101Hileman Group
 
10 Marketo Hacks To Simplify Your Day
10 Marketo Hacks To Simplify Your Day10 Marketo Hacks To Simplify Your Day
10 Marketo Hacks To Simplify Your DayHileman Group
 
Designing for Mobile - Hileman Group Lunch & Learn Series
Designing for Mobile - Hileman Group Lunch & Learn SeriesDesigning for Mobile - Hileman Group Lunch & Learn Series
Designing for Mobile - Hileman Group Lunch & Learn SeriesHileman Group
 

More from Hileman Group (20)

Programmatic Advertising 101
Programmatic Advertising 101Programmatic Advertising 101
Programmatic Advertising 101
 
How to Run an Effective Brainstorm Session
How to Run an Effective Brainstorm SessionHow to Run an Effective Brainstorm Session
How to Run an Effective Brainstorm Session
 
The Value of MarTech Stack Planning
The Value of MarTech Stack PlanningThe Value of MarTech Stack Planning
The Value of MarTech Stack Planning
 
Interactive Content - How to Make Boring Content Engaging
Interactive Content - How to Make Boring Content EngagingInteractive Content - How to Make Boring Content Engaging
Interactive Content - How to Make Boring Content Engaging
 
Marketing Dashboards: The Dos and Don’ts of Effective Reporting
Marketing Dashboards: The Dos and Don’ts of Effective ReportingMarketing Dashboards: The Dos and Don’ts of Effective Reporting
Marketing Dashboards: The Dos and Don’ts of Effective Reporting
 
Data Security for Marketers
Data Security for MarketersData Security for Marketers
Data Security for Marketers
 
The Role of ADA Compliance and the Future of the Web
The Role of ADA Compliance and the Future of the WebThe Role of ADA Compliance and the Future of the Web
The Role of ADA Compliance and the Future of the Web
 
Building and Maintaining Effective Teams (who want to work for you)
Building and Maintaining Effective Teams (who want to work for you)Building and Maintaining Effective Teams (who want to work for you)
Building and Maintaining Effective Teams (who want to work for you)
 
Rankpocalypse! Can SEO Survive Without Rankings?
Rankpocalypse! Can SEO Survive Without Rankings?Rankpocalypse! Can SEO Survive Without Rankings?
Rankpocalypse! Can SEO Survive Without Rankings?
 
Healthcare Marketing: Stop Marketing. Start Engaging.
Healthcare Marketing: Stop Marketing. Start Engaging.Healthcare Marketing: Stop Marketing. Start Engaging.
Healthcare Marketing: Stop Marketing. Start Engaging.
 
When Worlds Collide: Why Marketing & Technology Should be Involved in the CMS...
When Worlds Collide: Why Marketing & Technology Should be Involved in the CMS...When Worlds Collide: Why Marketing & Technology Should be Involved in the CMS...
When Worlds Collide: Why Marketing & Technology Should be Involved in the CMS...
 
Measuring the Effectiveness of B2B Marketing
Measuring the Effectiveness of B2B MarketingMeasuring the Effectiveness of B2B Marketing
Measuring the Effectiveness of B2B Marketing
 
The Marriage of Traditional and Digital Marketing
The Marriage of Traditional and Digital MarketingThe Marriage of Traditional and Digital Marketing
The Marriage of Traditional and Digital Marketing
 
B2B Marketing Technologies Demystified
B2B Marketing Technologies DemystifiedB2B Marketing Technologies Demystified
B2B Marketing Technologies Demystified
 
9 Takeaways From Content Marketing World
9 Takeaways From Content Marketing World9 Takeaways From Content Marketing World
9 Takeaways From Content Marketing World
 
6 Ways Marketing Automation Drives Revenue
6 Ways Marketing Automation Drives Revenue6 Ways Marketing Automation Drives Revenue
6 Ways Marketing Automation Drives Revenue
 
Adaptive vs Responsive Design
Adaptive vs Responsive DesignAdaptive vs Responsive Design
Adaptive vs Responsive Design
 
Search Engine Marketing 101
Search Engine Marketing 101Search Engine Marketing 101
Search Engine Marketing 101
 
10 Marketo Hacks To Simplify Your Day
10 Marketo Hacks To Simplify Your Day10 Marketo Hacks To Simplify Your Day
10 Marketo Hacks To Simplify Your Day
 
Designing for Mobile - Hileman Group Lunch & Learn Series
Designing for Mobile - Hileman Group Lunch & Learn SeriesDesigning for Mobile - Hileman Group Lunch & Learn Series
Designing for Mobile - Hileman Group Lunch & Learn Series
 

Recently uploaded

Dhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing InternDhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing Internrisabhpandeyconnect
 
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design CourseElevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Courseamirshaikhv21realtyp
 
Top 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldTop 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldD Cloud Solutions
 
The 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupThe 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupLivewire
 
Increase Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads WebinarIncrease Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads WebinarSEO Optimizers
 
Run more experiments with fewer resources
Run more experiments with fewer resourcesRun more experiments with fewer resources
Run more experiments with fewer resourcesVWO
 
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxivanrazine1
 
Unifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfUnifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfVWO
 
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)yaeyukimoto
 
Advertising and public relations, Role and Impact
Advertising and public relations, Role and ImpactAdvertising and public relations, Role and Impact
Advertising and public relations, Role and ImpactMuhammad Junaid
 
A_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfA_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfVWO
 
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...Sophie Logan
 
The Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadThe Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadFabio Bin
 
Content drivers for global brands: new innovative paths for your branded cont...
Content drivers for global brands: new innovative paths for your branded cont...Content drivers for global brands: new innovative paths for your branded cont...
Content drivers for global brands: new innovative paths for your branded cont...Vanksen
 
Crafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesCrafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesVWO
 
Imposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneImposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneHerd
 
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxFriends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxGregory Edwards
 
A navigation of two creative processes Study
A navigation of two creative processes StudyA navigation of two creative processes Study
A navigation of two creative processes Studystuwilson.co.uk
 
Friends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxFriends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxNavah Hopkins
 
Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Nedko Nedkov
 

Recently uploaded (20)

Dhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing InternDhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing Intern
 
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design CourseElevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
 
Top 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldTop 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern World
 
The 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupThe 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.group
 
Increase Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads WebinarIncrease Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads Webinar
 
Run more experiments with fewer resources
Run more experiments with fewer resourcesRun more experiments with fewer resources
Run more experiments with fewer resources
 
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
 
Unifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfUnifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdf
 
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
 
Advertising and public relations, Role and Impact
Advertising and public relations, Role and ImpactAdvertising and public relations, Role and Impact
Advertising and public relations, Role and Impact
 
A_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfA_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdf
 
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
 
The Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadThe Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoad
 
Content drivers for global brands: new innovative paths for your branded cont...
Content drivers for global brands: new innovative paths for your branded cont...Content drivers for global brands: new innovative paths for your branded cont...
Content drivers for global brands: new innovative paths for your branded cont...
 
Crafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesCrafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing Pages
 
Imposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneImposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not Alone
 
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxFriends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
 
A navigation of two creative processes Study
A navigation of two creative processes StudyA navigation of two creative processes Study
A navigation of two creative processes Study
 
Friends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxFriends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptx
 
Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024
 

UX Tips: 9 Tactics to Build Your Website

  • 1. 1 UX Tips: 9 Tactics to Better Build Your Website Presented By: © Hileman Group. All rights reserved Hosted By:
  • 2. 2 Agenda HILEMAN G ROUP ► Recommended process ► Difference between UX & UI ► What UX is and isn’t ► Best practices ► Introductions ► Questions ► Key takeaways ► Toolbox
  • 3. 3 HILEMAN G ROUP ► Recommended process ► Difference between UX & UI ► What UX is and isn’t ► Best practices ► Introductions ► Questions ► Key takeaways ► Toolbox
  • 4. 4 Kyle Chandler Director of Marketing Services, Hileman Group Email: kchandler@hileman.biz | Twitter: @ProjectChandler Joe Ickes UX Designer, Hileman Group Email: jickes@hileman.biz | Twitter: @HilemanGroup Introductions HILEMAN G ROUP
  • 5. 5 HILEMAN G ROUP ► Recommended process ► Difference between UX & UI ► What UX is and isn’t ► Best practices ► Introductions ► Questions ► Key takeaways ► Toolbox
  • 6. 6 What UX is and isn’t HILEMAN G ROUP As the Nielsen Norman Group defines it is “encompassing all aspects of the end-user’s interaction with the company, its services, and its products.” Usability.gov defines it as “focusing on having a deep understanding of users, what they need, what they value, their abilities, and also their limitations.” International Organization for Standardization defines it as “person’s perceptions and responses resulting from the use and or anticipated use of a product, system or service.” USER EXPERIENCE IS… USER EXPERIENCE IS NOT JUSTTHE USER INTERFACE
  • 7. 7 HILEMAN G ROUP ► Recommended process ► Difference between UX & UI ► What UX is and isn’t ► Best practices ► Introductions ► Questions ► Key takeaways ► Toolbox
  • 8. 8 What UX is and isn’t HILEMAN G ROUP Source: mediatemple.net
  • 9. 9 Difference between UX & UI HILEMAN G ROUP Information Architecture Content Strategy Interaction Design Usability User Research User Interface USER EXPERIENCE Visual Design Visual Prototype USER INTERFACE
  • 11. 11 HILEMAN G ROUP ► Recommended process ► Difference between UX & UI ► What UX is and isn’t► Introductions ► Best practices ► Questions ► Key takeaways ► Toolbox
  • 12. 12 Recommended process HILEMAN G ROUP Get feedback directly from users of site on the current state STAKEHOLDER INTERVIEWS Testing users on a specific set of criteria to influence the direction of the new site/app USERTESTING A fictional character that demonstrates the characteristics of the target users PERSONAS An inventory of the current website UX AUDIT A review of competitors, based on usability, look & feel, etc. COMPETITIVE ANALYSIS
  • 13. 13 Recommended process HILEMAN G ROUP List of new webpages displayed in a tree structure; used to determine content, hierarchy, location of information, and navigation throughout a product or experience SITEMAP The blueprint of a future website, used to show the functional elements of a website or page, typically used for planning a site's structure and functionality WIREFRAMES
  • 14. 14 HILEMAN G ROUP ► Recommended process ► Difference between UX & UI ► What UX is and isn’t ► Best practices ► Introductions ► Questions ► Key takeaways ► Toolbox
  • 15. 15 Best practices HILEMAN G ROUP Understand the business goals & objectives 1 How UX can help with site overall | You have to know your audience
  • 16. 16 1. Understand the business goals & objectives HILEMAN G ROUP 1. How UX can help with site overall: • A good UX design can raise a website’s conversion rate between 200% to 400% (forbes.com) • Companies with highly effective UX have increased their revenue by 37%, and top 10 UX leaders in America outperform the S&P with close to triple the returns (uxpassion.com) • 90% of users reported stopped using an app due to poor performance, according toThe App Attention Span Study 2. You have to know your audience before you can create a site for them.
  • 17. 17 Best practices HILEMAN G ROUP Content is king in marketing AND user experience 2 Content or design first? | Ways to make content more effective | Content and marketing | Navigation
  • 19. 19 2. Content –Ways to make content more effective HILEMAN G ROUP 1. Use small digestible chunks of content and concise text with a scannable layout (bulleted lists, numbered lists, etc.). 2. Use separate content headers and different levels of headers (h2, h3, h4, etc.), making sure there is an established hierarchy. 3. Callout specific pieces of text in a paragraph using bold or italicized type. 4. Content isn't text only; use high quality imagery, icons, and infographics.
  • 20. 20 2. Content – Content and marketing HILEMAN G ROUP One of the most important aspects in content alignment within marketing is ensuring that the specific keywords/context of your content aligns not just to end users, but also to search trends.
  • 21. 21 2. Content – Navigation HILEMAN G ROUP Your website navigation and structure benefit both the end users' experience and search engines alike. • Ensure page authority flows from your highest level pages to the deepest/lowest level pages • Leverage a “section landing page” approach so that no content is ever more than 3 clicks away from the home page • This approach ensures that the page authority will evenly flow from your home page to any page throughout the website • Plus it allows for easy to understand section categories
  • 22. 22 Best practices HILEMAN G ROUP Mobile friendliness is no longer an option, it is a requirement 3 Mobile and Google | Mobile on desktop | Desktop on mobile
  • 23. 23 3. Mobile friendliness – Mobile and Google HILEMAN G ROUP If Google likes mobile, so should you. • In early 2015, Google rolled out what was called “Mobilegeddon” where they began penalizing non mobile- friendly websites from appearing on search queries on mobile devices • This shift is truly pushing all brands to take a mobile first approach, ensuring their content is optimized for any device; especially as mobile device traffic officially broke above desktop, driving more than 56% of traffic to top sites
  • 24. 24 3. Mobile friendliness – Mobile on desktop & desktop on mobile HILEMAN G ROUP 1. Have a responsive solution to your desktop site. 2. The desktop experience cannot be the exact same experience on mobile and vise versa. 3. Remember, there are some things you can do on a desktop that you can’t do on mobile. Source: designmodo.com
  • 25. 25 Best practices HILEMAN G ROUP Logo & brand identity 4
  • 26. 26 4. Logo & brand identity HILEMAN G ROUP Nielsen Norman Group says, “Users are 89% more likely to remember logos shown in the traditional top-left position than logos placed on the right.”
  • 27. 27 Best practices HILEMAN G ROUP Consistency 5
  • 28. 28 5. Consistency with styling, headings, hierarchy, and language & tone HILEMAN G ROUP 1. UX designer, Anton Nikolov says, “Consistent design is intuitive design.” It means when users use your website or app, they follow a set of patterns established throughout the site. 2. Visual consitency can be established through things like style guides and brand guidelines. Source: logicearth.com
  • 30. 30 Best practices HILEMAN G ROUP Cleanliness 6
  • 32. 32 Best practices HILEMAN G ROUP 1. Keeping it clean with whitespace Source: dropbox.com
  • 34. 34 6. Cleanliness HILEMAN G ROUP “White space has been proven to increase comprehension up to 20%.” - Fastcodesign.com
  • 35. 35 Best practices HILEMAN G ROUP Don’t hope end-users take action, give them easy calls-to-action 7 Intent | Clarity | Location
  • 36. 36 7. Call-to-action – Intent HILEMAN G ROUP • Industry thought leadership • Blog posts • Articles • Brand content • Awards and recognitions • News and PR • Community involvement • Live events • Virtual events • Assessment tools • Interactive quizzes • Video • Testimonials • Case studies • Specific brand content • Targeted white papers • Phone call • Request a consultation • Request a proposal / quote • Web contact Throughout your website, you want to have clear and concise calls-to-action to help drive your end-users through the marketing funnel. However, keep in mind where they are in their own customer journey.
  • 37. 37 7. Call-to-action – Clarity & location HILEMAN G ROUP
  • 38. 38 Best practices HILEMAN G ROUP Attention spans are shrinking… so should your page load times 8 End users attention spans | Search engine ranking signal
  • 39. 39 8.Website load time – End-users’ attention spans & search engine ranking signal HILEMAN G ROUP Site and page load time not only affect how an end-user experiences your brand, but also your search engine rankings and, in turn, your overall traffic. • Google has indicated site speed as one of the signals used by its algorithm to rank pages • In addition, a slow page speed means that search engines can crawl fewer pages using their allocated crawl budget, which could negatively affect your indexation • Page speed is also important to user experience, pages with a longer load time tend to have higher bounce rates and lower average time on page. • Longer load times have also been shown to negatively affect
  • 40. 40 Best practices HILEMAN G ROUP Post-launch tracking & analysis 9 Heatmaps | User tracking videos | Google Analytics | Search engine rank tracking
  • 42. 42
  • 43. 43 9. Post-launch tracking & analysis – Google Analytics & search engine rank tracking HILEMAN G ROUP
  • 44. 44 HILEMAN G ROUP ► Recommended process ► Difference between UX & UI ► What UX is and isn’t ► Best practices ► Key takeaways ► Introductions ► Toolbox ► Questions
  • 45. 45 Key takeaways HILEMAN G ROUP  Knowing your users is paramount to your success  Content is KEY for any UX effort  Mobile friendliness is needed for any site to reach its full potential  The logo in the upper left corner of a website is standard  Consistency makes a website that much easier to use  White space allows the user to focus on the content  There must be a goal to go along with your CTAs  Don’t let a slow website be the reason your users leave  Once a website is launched, the work isn’t done
  • 46. 46 HILEMAN G ROUP ► Recommended process ► Difference between UX & UI ► What UX is and isn’t ► Best practices ► Key takeaways ► Introductions ► Toolbox ► Questions
  • 47. 47 Toolbox HILEMAN G ROUP SITEMAPPING USER TESTING WIREFRAMING PROTOTYPING
  • 48. 48 HILEMAN G ROUP ► Recommended process ► Difference between UX & UI ► What UX is and isn’t ► Best practices ► Key takeaways ► Introductions ► Toolbox ► Questions

Editor's Notes

  1. Awhile back the ketchup bottle was redesigned. Originally it was designed so the cap was on top and out of glass. This made it more difficult to get the ketchup out. Sometimes you would have to use a butter knife to get it out. Then it was redesigned to have the cap on the bottom and made out of plastic. This design looks a little more funky but it fit in your hand nicer and the ketchup naturally went to the bottom where the cap was. This is the difference between UI and UX. UX is concerned with overall functionality while UI is concerned with visually appeal.
  2. As this Venn Diagram shows there are a lot of facets of UX and a lot of things to take into consideration when forming a user’s experience. Most companies are different with how they classify UX within their employees. Some focus on the Look & Feel and Functionality sections. Others may focus on the Business Case and Functionality sections. But however a company divides its resources there must be collaboration between teams. UX encompasses a lot of disciplines.