1. http://flic.kr/p/9zjB7R
Making that First Impression
#cased4 Nick DeNardis
@nickdenardis #cased4

2. @nickdenardis

3. Nick DeNardis
Associate Director of Web Communications
Wayne State University
http://wayne.edu/
Host of EDU Checkup
http://educheckup.com/
Curator of EDU Snippits
http://edusnippits.com/
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4. “When my boss tells me
to make our website
more vibrant. It needs
more movement, it
needs to look fresh!
I’m like...”
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5. Why can’t we do it like
_____?
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6. Notre Dame
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7. Case
Western
Reserve
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8. Biola
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9. Bates
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10. @nickdenardis #cased4

11. What is a First Impression?
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12. The Plan
1.Trigger
2.
3.
4.
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13. Trigger
first step to building an impression
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19. Rough Stats
10% Email
15% Social Media
25% Physical invite
30% Internal page (from search)
15% Homepage (no referrer)
5% Paid advertising
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20. Trigger
Visuals Content Timing Context
15%
25%
10%
50%
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22. school.edu/page.asp?id=1245
or
go.school.edu/grad-programs
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23. Good Experience = Good Design
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35. Vitamins or Painkillers?
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36. Painkillers
Solve an obvious need
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37. Vitamins
Solve an emotional need
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38. Your own Web pages
Vitamins or Painkillers?
@nickdenardis
?
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39. The Plan
1.Trigger
2. Hook
3.
4.
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40. Project Painkillers
How do we make more of our entrance pages
painkillers?
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42. Can I trust this page?
Is the information up to date?
Can I use this as a resource in the future?
What do they want me to do on this page?
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43. People suck at
reading online
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47. Micro DEtails
#littlebigdetails
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48. Error Messages Matter
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50. Reduce Barriers
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56. Creepy!
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57. Details Matter
pixels don’t
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59. The Plan
1.Trigger
2. Hook
3. Action
4.
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60. Action
Get them to do something
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61. Know your user’s Triggers
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62. Every time the user
(trigger) they go to
the (action) page.
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67. Silos get in the way
of your users
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70. Reward
The painkiller
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71. The Plan
1.Trigger
2. Hook
3. Action
4. Investment
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72. Investment
Take the time to walk in your user’s shoes
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73. Use a human proxy
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78. Investment
Loads the next trigger
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83. Build. Measure. Learn.
Eric Ries
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84. CrazyEgg
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85. Google Analytics
<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>
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86. GA Multi Domain
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87. GA Goals
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88. Woopra
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89. ClickTale
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90. Resources
google.com/analytics
slickplan.com
crazyegg.com
woopra.com
clicktale.com
littlebigdetails.com
macupdate.com/app/mac/24214/integrity
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91. A First Impression
1.Trigger
external motivation to visit your site
2. Hook
items on the landing page to peak interest
3. Action
painkiller to drive them to a goal
4. Investment
setting them up for the next trigger
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92. Cultivate Meaning
The world is full of interesting problems
worth solving
Help others gain insights into your
solutions
Build the change you want to see in the
world
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93. Thank you
http://slideshare.net/nickdenardis
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