Building a website, McGill Course
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Transcript of Building a website, McGill Course
![Page 1: Building a website, McGill Course](https://reader034.fdocuments.net/reader034/viewer/2022051515/54c785684a795979518b45bb/html5/thumbnails/1.jpg)
Building a WebsiteBu
sines
s con
strain
ts Technical requirem
ents
Customer needsThursday, November 19, 2009
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Don’t make me think
Thursday, November 19, 2009
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Priorities
Thursday, November 19, 2009
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Websites are not brochures
Thursday, November 19, 2009
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Usability and conversion oriented design
Thursday, November 19, 2009
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Allow the reader to get the gist of your message in a few seconds by merely
scanning the page
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Design sites for your users above all else
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Accessibility
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Identity
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Company Info
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Make it easy for them to contact you!
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Make sure they can find what they want quickly and easily
Navigation
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A well thought out and usable site map can be more important than
navigation– especially for big sites
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Navigation allows users to orient themselves in a website and drives
them towards desired goals
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Tell people to take the exact action you want them to perform in order to get the
best response
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Prospect makes a decision based on 2 criteria:
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Does this page look hard, complicated or time consuming?
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Is it relevant to my search query?
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Content
"Click to Continue" resulted in the highest increase in conversions (over "Continue to Article" or "Read More").
Grokdotcom.com
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Trust
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Looks are very important, BUT the least important consideration in
web development
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That doesn’t mean ugly sites are OK
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Sites must look professional and demonstrate credibility
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If these two goals are met, the user will be satisfied.
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Remember, they are looking to achieve a goal – not look at a
piece of artwork.
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Real testimonials on each page
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Graphics are the #1 thing that draws the eye.
Thursday, November 19, 2009
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People like to click on graphics so give them something to click to…. and
convert
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Each Week, ICE.com serves enough unique visitors to fill 8 high capacity football stadiums!
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Each Week, ICE.com serves enough unique visitors to fill 8 high capacity football stadiums!
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Each Week, ICE.com serves enough unique visitors to fill 8 high capacity football stadiums!
Thursday, November 19, 2009
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PersonasUnderstanding
customers, not as a demographic, but as
individuals
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What do we want to learn?
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Personal Characteristics
What do we want to learn?
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Personal Characteristics
Goals and Tasks
What do we want to learn?
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Personal Characteristics
MotivationsGoals and
Tasks
What do we want to learn?
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Personal Characteristics
Motivations
Attitude and needs
Goals and Tasks
What do we want to learn?
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Listen for stories
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Stories reveal tactic information
Listen for stories
What do they tell stories about?Who is in their stories?
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Stories reveal tactic information
Listen for stories -What terminology do they use?
-How they talk about task or product?
Quotes help you hear their voice
What do they tell stories about?Who is in their stories?
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Sarah Newman Female Age 30
Income 60k
Sarah is single, and works for a advertising agency
She loves to make a fashion statement but cannot afford what
she loves. She is impulsive.
She recently broke up with her Boy friend and spends 3 nights a week
out with the girls.
She works out 4 time a week and makes sure to take care of her
appearance.Thursday, November 19, 2009
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David JonesMale
Age 31Income 90k
David is a stock broker and loves the high life. He enjoys to travel and loves fast cars. He is getting engaged in the
near future.
He is a procrastinator. He dislikes shopping but he is service-oriented.
He is searching for the perfect diamond for his fiancé
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David JonesMale
Age 31Income 90k
David is a stock broker and loves the high life. He enjoys to travel and loves fast cars. He is getting engaged in the
near future.
He is a procrastinator. He dislikes shopping but he is service-oriented.
He is searching for the perfect diamond for his fiancé
Thursday, November 19, 2009
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Motivations
offers action
key customer scenarios
?
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Fashion
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Fashion
Affordability
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Fashion
Affordability
Impulse
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Education
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Education
Customer Service
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Education
Customer Service
Accessibility
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Web Design Targeting at David Jones
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Web Design Targeting at David Jones
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Web Design Targeting at David Jones
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Web Design Targeting at David Jones
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David Jones
Sarah Newman
Action Entity TriggerPersonas
Help her to make an impulse purchase
Make her look and feel fashionable
Enable him to create a diamond ring
Educate himself to choose the right diamond
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h"p://www.UserTes-ng.com/Popups/ViewMovieShare.aspx?file=7mPRLiwNOvM%3d
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http://whichtestwon.com/
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Shopping Cart Rules8
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1. Where am I
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2. Solidify
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3. Clear Shipping Options
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4. Allow for Guest Check-in
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5. Availability
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6. Up Sells
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7. Avoid shell shock
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8. Edit Shopping Cart
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