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MY LANDING
PAGE IS BETTER
THAN YOURS
MC Casal
UX Strategist
@mccasal
Relax In The Air
Relax In The Air
Relax In The Air
MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
Relax In The Air
MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
Relax In The Air
MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
Relax In The Air
MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
PROMESSE
Relax In The Air
MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
Relax In The Air
MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
Relax In The Air
MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
CHOOSE
A CAKE
Relax In The Air
MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
OBJECTIFS
AUDIENCE
SOURCE
COMPÉTITION
Relax In The Air
MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
OBJECTIFS
Qu’attendez-vous?
Achat
Formulaire
Newsletter
Téléchargement
Relax In The Air
MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
OBJECTIFS
Définir la conversion
avant de traquer la conversion
Relax In The Air
MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
AUDIENCE
La comprenez-vous?
Besoins
Envies
Attentes
Promesse
Relax In The Air
MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
AUDIENCE
Savoir ce qui est dans sa tête
pour vendre ce qui est dans votre tête
Relax In The Air
MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
SOURCE
D’où vient votre audience?
Différents messages
Sur mesure
Plus de leads
Une source une landing page!
Relax In The Air
MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
SOURCE
Adaptez vos messages
pour délivrer le bon message
Relax In The Air
MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
COMPÉTITION
Qui sont-ils?
Objet
Stratégie
Succès
Erreurs
Relax In The Air
MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
COMPÉTITION
J'aime l'odeur du napalm
au petit matin
‘‘
L’UTILISATEUR
BAKE
THE CAKE
Relax In The Air
MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
1.
Faites-le pour votre audience.
Montrez votre intérêt à l’aider.
L’UTILISATEUR
Relax In The Air
MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
L’UTILISATEUR
Relax In The Air
MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
L’UTILISATEUR
Relax In The Air
MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
L’UTILISATEUR
2.
Etablissez un rapport de
confiance. Soyez crédible.
Relax In The Air
MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
L’UTILISATEUR
Relax In The Air
MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
L’UTILISATEUR
Relax In The Air
MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
L’UTILISATEUR
Relax In The Air
MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
L’UTILISATEUR
Relax In The Air
MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
3.
Ne demandez pas
d’information superflue.
L’UTILISATEUR
Relax In The Air
MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
3.
Ne demandez pas
d’information superflue.
L’UTILISATEUR
Relax In The Air
MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
L’UTILISATEUR
Relax In The Air
MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
L’UTILISATEUR
Relax In The Air
MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
Trop de
champs
VOTRE OFFRE
Relax In The Air
MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
If you sell peanuts, you’ll get
monkeys
VOTRE OFFRE
Relax In The Air
MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
VOTRE OFFRE
Relax In The Air
MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
VOTRE OFFRE
Relax In The Air
MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
VOTRE OFFRE
Relax In The Air
MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
LE CONTENU
Relax In The Air
MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
Relax In The Air
MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
Le poids des mots, le choc des
images (mais là on parle des
mots…)
LE CONTENU
1.
Un contenu qualitatif et
engageant inspires love and trust
LE CONTENU
Relax In The Air
MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
LE CONTENU
Relax In The Air
MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
LE CONTENU
Relax In The Air
MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
LE CONTENU
Relax In The Air
MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
LE CONTENU
Relax In The Air
MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
2.
Chaque mot a un impact sur les
actions de l’utilisateur
LE CONTENU
Relax In The Air
MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
2.
Chaque mot a un impact sur les
actions de l’utilisateur
LE CONTENU
Relax In The Air
MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
LE CONTENU
Adaptez-vous à ce que vous vendez
Influencez l’émotion
Facilitez la projection
Connectez le prospect au produit
Relax In The Air
MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
Relax In The Air
MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
VOUS / NOUS
Relax In The Air
MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
RÉSULTATS
Relax In The Air
MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
FACILE
Relax In The Air
MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
ÉCONOMIE
Relax In The Air
MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
GARANTIE
LE DESIGN
Relax In The Air
MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
Relax In The Air
MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
Faire le logo plus grand n’est
pas la solution à la conversion
LE DESIGN
1.
Enlevez tout élément inutile et
perturbateur
Relax In The Air
MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
LE DESIGN
1.
Enlevez tout élément inutile et
perturbateur
Relax In The Air
MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
LE DESIGN
2.
Architecture et hiérarchie les 2
mamelons de la conversion
LE DESIGN
Relax In The Air
MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
2.
Architecture et hiérarchie les 2
mamelons de la conversion
LE DESIGN
Relax In The Air
MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
3.
Utilisez des images… pas des
banques d’images
LE DESIGN
Relax In The Air
MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
LE DESIGN
Relax In The Air
MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
LE DESIGN
Relax In The Air
MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
LE DESIGN
Relax In The Air
MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
4.
Call-to-action Call-to-action
Call-to-action Call-to-action
LE DESIGN
Relax In The Air
MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
LE DESIGN
Où sur la page?
Couleur, forme et contraste?
Quel est le label?
Relax In The Air
MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
LE DESIGN
Relax In The Air
MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
4.
Call-to-action Call-to-action
Call-to-action Call-to-action
LE DESIGN
Où sur la page?
Couleur, forme et contraste?
Quel est le label?
Relax In The Air
MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
LE DESIGN
Relax In The Air
MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
LE MOBILE
Relax In The Air
MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
Relax In The Air
MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
Construisez vos landings
spécifiquement pour le mobile
LE MOBILE
Relax In The Air
MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
1.
Faites des headlines de 4 mots
maximum
LE MOBILE
Relax In The Air
MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
2.
Rendez votre CTA visible
immédiatement
LE MOBILE
Relax In The Air
MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
3.
Rendez vos numéros de
téléphone cliquables
LE MOBILE
Relax In The Air
MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
4.
Optimisez le temps de
chargement de votre page
LE MOBILE
WEB ANALYTICS
A/B TESTING
EAT
THE CAKE
Relax In The Air
MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
WEB ANALYTICS
A/B TESTING
Relax In The Air
MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
Relax In The Air
MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
Ma page n’a-t-elle qu’une seule action?
Ai-je établi un lien avec mon prospect?
Ma page est-elle claire en lecture rapide?
Le contenu parle-t-il de la campagne?
Ma page véhicule-t-elle de la crédibilité?
Le workflow global est-il cohérent?
TAKE AWAY
Effet Von Restorff
Lois de l’UX
L'effet Von Restorff, ou d'effet d'isolation,
prédit que lorsque plusieurs objets similaires
sont présents, celui qui diffère du reste est
le plus susceptible d'être mémorisé ou
utilisé.
Rendre les informations importantes ou les
actions clés visuellement distinctes.
Relax In The Air
MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
Loi de Hick-Hyman
Lois de l’UX
Le temps nécessaire pour prendre une décision
augmente avec le nombre et la complexité des
choix.
Simplifiez les choix en veillant à ce que les tâches
complexes soient divisées en étapes plus petites.
Relax In The Air
MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
Principe d’urgence
Lois de l’UX
Une baisse de conversion est souvent dû à des
problèmes de friction cognitive - l’utilisateur
réfléchit trop, attend trop longtemps. Augmenter
le niveau d'urgence réduit considérablement ce
délai afin de créer une amélioration des taux de
conversion.
Le compte à rebours peut s’avérer utile…
Relax In The Air
MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
Effet Zeigarnik
Lois de l’UX
L’utilisateur se rappelle plus facilement une
tâche incomplète ou interrompue plutôt
qu’une tâche complétée.
Utilisez les barres de progression pour
indiquer visuellement lorsqu’une tâche est
incomplète et ainsi augmenter la probabilité
qu'elle soit complétée.
Relax In The Air
MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
Loi de Jakob
Lois de l’UX
L’utilisateur ne visite pas que votre site. Cela
signifie qu’il préfère que votre site fonctionne
de la même manière que tous les autres
sites qu'il connait déjà.
Réduisez le temps d'apprentissage pour les
utilisateurs en leur fournissant des modèles
d’interfaces familiers.
Relax In The Air
MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
Loi de Fitts
Lois de l’UX
Une cible est d’autant plus facile à atteindre
qu’elle est grande et proche.
Make it f* bigger.
Relax In The Air
MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
MERCI
THANKS
GRACIAS
DANKE
Relax In The Air
MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL

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My landing page is better than yours - Web2Day Festival 2018

  • 1. MY LANDING PAGE IS BETTER THAN YOURS
  • 2. MC Casal UX Strategist @mccasal Relax In The Air Relax In The Air
  • 3. Relax In The Air MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
  • 4. Relax In The Air MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
  • 5. Relax In The Air MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
  • 6. Relax In The Air MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL PROMESSE
  • 7. Relax In The Air MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
  • 8. Relax In The Air MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
  • 9. Relax In The Air MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL CHOOSE A CAKE
  • 10. Relax In The Air MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL OBJECTIFS AUDIENCE SOURCE COMPÉTITION
  • 11. Relax In The Air MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL OBJECTIFS Qu’attendez-vous? Achat Formulaire Newsletter Téléchargement
  • 12. Relax In The Air MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL OBJECTIFS Définir la conversion avant de traquer la conversion
  • 13. Relax In The Air MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL AUDIENCE La comprenez-vous? Besoins Envies Attentes Promesse
  • 14. Relax In The Air MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL AUDIENCE Savoir ce qui est dans sa tête pour vendre ce qui est dans votre tête
  • 15. Relax In The Air MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL SOURCE D’où vient votre audience? Différents messages Sur mesure Plus de leads Une source une landing page!
  • 16. Relax In The Air MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL SOURCE Adaptez vos messages pour délivrer le bon message
  • 17. Relax In The Air MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL COMPÉTITION Qui sont-ils? Objet Stratégie Succès Erreurs
  • 18. Relax In The Air MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL COMPÉTITION J'aime l'odeur du napalm au petit matin ‘‘
  • 19. L’UTILISATEUR BAKE THE CAKE Relax In The Air MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
  • 20. 1. Faites-le pour votre audience. Montrez votre intérêt à l’aider. L’UTILISATEUR Relax In The Air MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
  • 21. L’UTILISATEUR Relax In The Air MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
  • 22. L’UTILISATEUR Relax In The Air MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
  • 23. L’UTILISATEUR 2. Etablissez un rapport de confiance. Soyez crédible. Relax In The Air MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
  • 24. L’UTILISATEUR Relax In The Air MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
  • 25. L’UTILISATEUR Relax In The Air MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
  • 26. L’UTILISATEUR Relax In The Air MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
  • 27. L’UTILISATEUR Relax In The Air MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
  • 28. 3. Ne demandez pas d’information superflue. L’UTILISATEUR Relax In The Air MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
  • 29. 3. Ne demandez pas d’information superflue. L’UTILISATEUR Relax In The Air MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
  • 30. L’UTILISATEUR Relax In The Air MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
  • 31. L’UTILISATEUR Relax In The Air MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL Trop de champs
  • 32. VOTRE OFFRE Relax In The Air MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
  • 33. If you sell peanuts, you’ll get monkeys VOTRE OFFRE Relax In The Air MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
  • 34. VOTRE OFFRE Relax In The Air MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
  • 35. VOTRE OFFRE Relax In The Air MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
  • 36. VOTRE OFFRE Relax In The Air MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
  • 37. LE CONTENU Relax In The Air MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
  • 38. Relax In The Air MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL Le poids des mots, le choc des images (mais là on parle des mots…) LE CONTENU
  • 39. 1. Un contenu qualitatif et engageant inspires love and trust LE CONTENU Relax In The Air MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
  • 40. LE CONTENU Relax In The Air MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
  • 41. LE CONTENU Relax In The Air MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
  • 42. LE CONTENU Relax In The Air MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
  • 43. LE CONTENU Relax In The Air MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
  • 44. 2. Chaque mot a un impact sur les actions de l’utilisateur LE CONTENU Relax In The Air MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
  • 45. 2. Chaque mot a un impact sur les actions de l’utilisateur LE CONTENU Relax In The Air MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
  • 46. LE CONTENU Adaptez-vous à ce que vous vendez Influencez l’émotion Facilitez la projection Connectez le prospect au produit Relax In The Air MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
  • 47. Relax In The Air MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL VOUS / NOUS
  • 48. Relax In The Air MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL RÉSULTATS
  • 49. Relax In The Air MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL FACILE
  • 50. Relax In The Air MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL ÉCONOMIE
  • 51. Relax In The Air MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL GARANTIE
  • 52. LE DESIGN Relax In The Air MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
  • 53. Relax In The Air MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL Faire le logo plus grand n’est pas la solution à la conversion LE DESIGN
  • 54. 1. Enlevez tout élément inutile et perturbateur Relax In The Air MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL LE DESIGN
  • 55. 1. Enlevez tout élément inutile et perturbateur Relax In The Air MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL LE DESIGN
  • 56. 2. Architecture et hiérarchie les 2 mamelons de la conversion LE DESIGN Relax In The Air MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
  • 57. 2. Architecture et hiérarchie les 2 mamelons de la conversion LE DESIGN Relax In The Air MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
  • 58. 3. Utilisez des images… pas des banques d’images LE DESIGN Relax In The Air MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
  • 59. LE DESIGN Relax In The Air MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
  • 60. LE DESIGN Relax In The Air MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
  • 61. LE DESIGN Relax In The Air MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
  • 62. 4. Call-to-action Call-to-action Call-to-action Call-to-action LE DESIGN Relax In The Air MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
  • 63. LE DESIGN Où sur la page? Couleur, forme et contraste? Quel est le label? Relax In The Air MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
  • 64. LE DESIGN Relax In The Air MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
  • 65. 4. Call-to-action Call-to-action Call-to-action Call-to-action LE DESIGN Où sur la page? Couleur, forme et contraste? Quel est le label? Relax In The Air MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
  • 66. LE DESIGN Relax In The Air MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
  • 67. LE MOBILE Relax In The Air MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
  • 68. Relax In The Air MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL Construisez vos landings spécifiquement pour le mobile LE MOBILE
  • 69. Relax In The Air MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL 1. Faites des headlines de 4 mots maximum LE MOBILE
  • 70. Relax In The Air MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL 2. Rendez votre CTA visible immédiatement LE MOBILE
  • 71. Relax In The Air MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL 3. Rendez vos numéros de téléphone cliquables LE MOBILE
  • 72. Relax In The Air MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL 4. Optimisez le temps de chargement de votre page LE MOBILE
  • 73. WEB ANALYTICS A/B TESTING EAT THE CAKE Relax In The Air MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
  • 74. WEB ANALYTICS A/B TESTING Relax In The Air MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
  • 75. Relax In The Air MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL Ma page n’a-t-elle qu’une seule action? Ai-je établi un lien avec mon prospect? Ma page est-elle claire en lecture rapide? Le contenu parle-t-il de la campagne? Ma page véhicule-t-elle de la crédibilité? Le workflow global est-il cohérent? TAKE AWAY
  • 76. Effet Von Restorff Lois de l’UX L'effet Von Restorff, ou d'effet d'isolation, prédit que lorsque plusieurs objets similaires sont présents, celui qui diffère du reste est le plus susceptible d'être mémorisé ou utilisé. Rendre les informations importantes ou les actions clés visuellement distinctes. Relax In The Air MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
  • 77. Loi de Hick-Hyman Lois de l’UX Le temps nécessaire pour prendre une décision augmente avec le nombre et la complexité des choix. Simplifiez les choix en veillant à ce que les tâches complexes soient divisées en étapes plus petites. Relax In The Air MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
  • 78. Principe d’urgence Lois de l’UX Une baisse de conversion est souvent dû à des problèmes de friction cognitive - l’utilisateur réfléchit trop, attend trop longtemps. Augmenter le niveau d'urgence réduit considérablement ce délai afin de créer une amélioration des taux de conversion. Le compte à rebours peut s’avérer utile… Relax In The Air MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
  • 79. Effet Zeigarnik Lois de l’UX L’utilisateur se rappelle plus facilement une tâche incomplète ou interrompue plutôt qu’une tâche complétée. Utilisez les barres de progression pour indiquer visuellement lorsqu’une tâche est incomplète et ainsi augmenter la probabilité qu'elle soit complétée. Relax In The Air MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
  • 80. Loi de Jakob Lois de l’UX L’utilisateur ne visite pas que votre site. Cela signifie qu’il préfère que votre site fonctionne de la même manière que tous les autres sites qu'il connait déjà. Réduisez le temps d'apprentissage pour les utilisateurs en leur fournissant des modèles d’interfaces familiers. Relax In The Air MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
  • 81. Loi de Fitts Lois de l’UX Une cible est d’autant plus facile à atteindre qu’elle est grande et proche. Make it f* bigger. Relax In The Air MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL
  • 82. MERCI THANKS GRACIAS DANKE Relax In The Air MY LANDING PAGE IS BETTER THAN YOURS | MC CASAL | RELAX IN THE AIR #WEB2DAY #UX @MCCASAL