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Before designing your website, you'll want to answer these vital questions: Who is Your Target Audience, Why Should They Buy from You and finally, Are You Allowing Them to Find What They are Looking For? You'll also want to take the 5 second test with your website in order to understand if your value proposition, competitive advantage, and path to purchase is clear.
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WEBSITE USER EXPERIENCE:WHY IT MATTERS
Sue Anderson, Mgr. of User Experience
@sechanyanderson@deluxecorp
#DLXSpeedMktg
WHAT IS UX?
• "User experience" encompasses all aspects of the end-user's interaction with the company, its services, and its products.
YOU ARE ALREADY DOING IT!
• Customer needs• Customer touchpoints • Customer impressions
Your customer service:
YOUR WEBSITE IS AN EXTENTION OF YOU
KNOW YOUR AUDIENCE
• Who are they?• Why are they visiting?• Can they do that?• Do they get you?
WHO?
• Who is your target customer?• Online?
WHO?
• Comfort levels with technology• Online habits• Motivators/triggers
What do you know about them?
MEET MIKE BLACK
• Lawyer and Mediator• Family law practice since 1978• Mediating divorces for 30+ years
WHO VISITS MIKE'S SITE?
WHY?
• Why are folks visiting your site?• What do they want to know/do?
WHY?
WHY?
How do I know?
• Observe• Ask • Document
ARE YOU MEETING THEIR NEEDS?
• Can they find what they are looking for?• Does the organization of content make sense?• Are your Calls-To-Action (CTAs) clear?
ARE YOU MEETING THEIR NEEDS?
Organizing content intuitively
THEN NOW
ARE YOU MEETING THEIR NEEDS?
Clear paths / calls-to-action
We really want you to do this
Where should a user start?
ANALYTICS CAN HELP
• Bounce rates • Keyword search terms• Next page flow• Time on page• Visit time of day
VALUE PROPOSITION CLEAR?
• What makes you different?• Why should your customers choose
you?
Try the 5 second test
VALUE PROPOSITION
• What does Shamblott do?• What is different about them?• What assumptions did you make about
Shamblott?
VALUE PROPOSITION
• What does Zuckerberg do?• What is different about him?• What assumptions did you make about
Zuckerberg?
IN SUMMARY
• Know your audience• Know why they are visiting your site• Be aware if you are meeting their
needs• Make sure your site does you justice
THANK YOU!
www.deluxe.com
