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Analysing data
Segmentation
Connection speed, operating system, browser
Referral source
Key elements to analyse
user experience
outcomes
Analysing goals and KPIs indicates where there is room for improvement
behaviour
Click density análisis, Segmentation, Behaviour and content metrics
Tracking and collecting data
The type of information captured
Mobile metrics
Conversion metrics
Content characteristics
Visit characteristics
Building-block terms
How information is captured
Universal analytics
Comparing the options
Server-based tracking
Cookie-based tracking
Setting objectives, goals and KPIs
Key performance indicators (KPIs)
are metrics that are used to indicate whether objectives are being met
“What data do we need to look at to see if goals are being completed?”-
The goal
of a website or campaign in web analytics refers to an action that a user takes on a website or a type of user behaviour
-“What do we need users to do in order to achieve our objective?”
The objective
of a website or online campaign is aligned with the strategic outcomes of the business
“What do we want to achieve with this marketing campaign?”
Working with data
In the digital age, information is absolutely everywhere
A world of data
Online data, Databases, Software data, App store data, Offline data
Target
personal, psychographic and demographic data of the clients
• Age • Marital status • If the client has children and how many • Estimated salary • Location • If they moved recently • What credit cards they use • What websites they visit
Big data massive data sets
require specialised software and massive computers to process
Investigate anomalies
Focus on patterns
Measure trends, not absolute figures.
Performance monitoring and trends
Step-by-step guide to conversion optimisation
1. Gather data 2. Analyse data 3. Fix anything that’s broken 4. Design tests 5. Run tests 6. Report and repeat
Designing tests
Length of tests and sample size
Number of participants, Change in conversion rate, Number of variations
Types of tests
A/B tests
What can you test?
The short answer
eCommerce
Social media
Display and search advertising
Email marketing
Communicate and engage with their audience in an interactive and relevant manner through any mobile device or network
Advantages and challenges
they present innumerable screen sizes
the mobile phone is so personal, permission and privacy need to be at the core of any mobile campaign
Mobile analytics
desafíos para el análisis móvil:
-Not all mobile browsers are compatible. -Detecting the capacity of the handset can be a challenge for some packages, and is not offered as a standard
Augmented reality
Mobile commerce
Mobile banking
Carrier-based payments
Mobile currency
Mobile ticketing and coupons
Near-Field Communication and mobile wallets
Mobile shopping
nine mobile principles that define a user’s mobile shopping experience
Location Goal orientation Attentiveness Killing time Taking my time Urgency Routine Passion Trust and security
Location and mobile
If services and useful information can be shared based on a user’s location, the possibilities for conversion naturally increase.
Considerations for location-based mobile marketingprovide
method for people to unsubscribe
Mobile social networks
Geo-location
Mobile messaging channels
-SMS -MMS -Wi-Fi and Bluetooth -USSD -Instant messaging -QR codes -Automated voicemail messages -Voice technologies
The role of mobile in personal communicationL
Mobile devices: An overview
People make the final purchasing decision at a desktop computer
Six unique features of mobile
1-Are personal 2-Are always carried 3-Are always on 4-Have a built-in payment system. 5-Are available at the point of creative inspiration. 6-Allow accurate audience measurement.
Process
Testing
• Subject lines • Send times • Best day to send • Layout • Text vs. button links • Database segmentation • Call to Action Testing and monitoring your
Measuring
Number of emails delivered. • Number of bounces • Number of unique emails opened • Unsubscribes • Pass-on rate • Clickthrough rates and conversion
Deploying
Email reputation is a score given to you depending on how well your emails are regarded by Internet Service Providers (ISPs) and your subscribers.
Segmenting your database
Segmenting a database can allow for customisation across demographics or purchase history.
Creating content
improve the service you give to current customers,
include the development of problem resolution systems, workflow automation and field service dispatch systems.
Humour • Research • Information • Promotions • Exclusive content
Designing an email
1.Working with templates 2. Design considerations 3. General design guidelines 4. Designing for the preview pane 5. Email and images 6. The Call to Action 7. Testing
Parts of an email
Sender information, Subject line, Preheader, Header, Personalised greeting, body, footer, Unsubscribe link
Growing a database
Put the sign-up form where it can be seen – above the fold and on every page. • State your anti-spam stance explicitly, and be clear that you value subscribers’ privacy. • Clearly state what the subscriber’s information will be used for. • Use a clear Call to Action. • Tell subscribers what they will get, and how often they will get it. Include a benefit statement. • Ensure the email address is correct by checking the syntax. • Test to see what works best!
Name, surname and title • Date permission granted • Source of permission • Gender • Country • Telephone number, preferably mobile • Date of birth • Frequency (how often they’d like to hear from you)
Email strategy and planning
Email marketing can be used as a tool to help you achieve your business and website goals.
Newsletters
Useful KPIs include:
• Open rate • Clickthrough rate • Number of emails forwarded • ROI • Number of social shares • Database growth • Conversion rate (activity on your site generated by the email) • Delivery or bounce rate
Promotional emails
Users make a purchase • Users download some content • Users request further information
Email service providers, Email for mobile phones, Rules and regulations.
Social media risks and challenges
It can be difficult to measure the impact of the campaign.
Start with measuring things that can be measured easily, and watch for case studies in this space that will help you to turn your social media investment into revenue for your organisation.
It requires ongoing attention and monitoring.
Understand what your objectives are for using social media, and budget the time required to meet those.
The social media space is used by unhappy customers
Even if the only feedback you are getting is negative, this is good feedback! Now you have an opportunity to do something about it.
No one cares.
Make sure you are interacting in the spaces where your customers are, and where they are happy to hear from you.
Guide for recovering from an online brand attack
1. Be prepared 2. Act immediately! 3. If the attack on your brand is factually incorrect, send the person evidence that they are wrong 4. If the mention is negative but true, send your side of the story and try as hard as you can to take the conversation offline 5. Keep the negative pages out of the search engines
Dealing with opportunities and threats
Responding
Responding involves recognising that consumers hold the upper hand in the relationship
When to talk (and when not to)
1. When everything being said is nice 2. When everything being said is neutral 3. When negative things are being said
Documents and processes
• Community guidelines • Content plan • Communication and escalation protocol
Creating a Social Media Strategy
Here is one method to approaching social media strategically.
Track, analyse, optimise
Platform insights, web analytics, URL shorteners, Online monitoring software, Social Media dashboards.
Implement
Set up your platforms according to the guidelines they specify. Alert stakeholders that you are starting your engagement plans, and make sure you have tracking in place
Create an action plan
you need to make sure that you have created the necessary documents and processes that form the foundation of your plan.
Set objectives
•Specific: Details exactly what needs to be done •Meadurable: Archievement or progress can be measurable •Achievable: Objective is accepted by those responsable for achieving it •Realistic: Objective is posible to attain (important for motivational effect) •Timed: Time period for achievement is clearly stated
Analyse
Think critically about social media and your brand, as well as your brand’s broader marketing, communication and business challenges
Listen and understand the landscape
Social media is more than the social spaces you may interact with in your personal capacity
Get buy in
A number of stakeholders will need to be aware of your social media plans
Using social media to solve business challenges
Insight and research
Social media can provide a rich source of data, both demographic and preference based.
Search engine optimisation (SEO)
It provides additional assets that can be optimised so that a brand ‘owns’ the results page for searches for their brand.
Sales and lead generation
Can be based overtly on social connections, or on inferred connections based on behaviour.
Advertising and awareness
The more time people spend in social media, the more brands want to advertise there
Reputation management
Social media are in one of the spaces where a brand or individual can easily respond to mentions, create a stir, or find ways to further their own agenda.
Support and customer service
the businesses with which they transact will also respond to customer queries in the social space,
Community management
Is a role that has risen to prominence as more organisations start using social media,
Communication and outreach
Social media offers brands an effective two-way communication and real-time broadcast channel.
Tracking social media campaigns
Twitter Analytics
Include how many people interact with your content by clicking through on links.
YT Analytics
Showing video views and popularity broken up by geographical territorial.
FB Insights
Demographic, Information about the people connecting with your content.
Location and social media
Allow users to "check in" at locations they visit with equipment such as mobile phones and tablets
Content Creation
Podcasting
digital radio
Targetable, Controllable, responsive, Bandary free, Measurable, Relatively inexpensive.
Microblogging
Allows a user to publish short text updates
Tweet, Hashtag, Trending, Retweet
Blogging
RSS feed, Categories, Blogroll, Archive
Author, Title, Tag, Comment, TrackBack.
Writing Post, Replying comments, building relashionships.
Video Sharing
Online video consumption continues to grow year on year as bandwidth gets faster and cheaper.
YouTube and marketing
Image Sharing
Images tend to attract higher engagement than text-only posts
Social Networking
Forming and maintaining online social networks for communities
Like Button
Allows users to indicate that they like or recommend content, images, media or websites
News Fedd
The news feed is the stream of content that users see when they log in to Facebook.
Fb Connect
Allows users to log into services external to Facebook using their Facebook login details.
Promotions and competitions
Brands can run promotions and competitions through their Facebook Pages
Applications
Applications are a way for organisations to create branded experiences for their Facebook fans.
Pages
• A cover image (the large banner at the top) • A profile image that represents the brand • Some ‘About’ information that can include links and more detailed information • The ‘Wall’, where the brand’s posts and interactions are displayed in a chronological timeline
Social Media Channels
Social media is all about the ways in which we create, connect and share content online
Location
A subset of social networks that are based on location
bookmaking and agregating
Social curation and sharing content.
content creation
Using social channels to create and share content.
social network
Tools of the trade
Brightcove
Gives you everything you need to deliver professional quality video to audiences on every screen
TubeMogul
Lets you buy paid video placements across the web
Feed
Allow you to upload the video once, and then automatically upload that video to all of your chosen profiles and platforms
AdWords for Video
Allows you to link your existing Google paid advertising account to your YouTube channel
Video Promotion
Search SEO • Users follows recommendations for others • Knows exactly what they are looking for and navigates to the appropriate URL directly. • The user finds the video through paid advertisements and promotions.
Social Sharing
ask your viewers to post your video on social networks, aggregators, social bookmarking sites and other channels
YouTube
• Video views • Channel views • Ratings • Comments • Shares • Embeds • Subscribers • Age of video
Titles • Descriptions • Tags • Playlist additions • Inbound links
TrueView
YouTube offers a wide variety of video ad types
TrueView In-Search TrueView In-Display TrueView In-Stream
Video production step by step
Identifying your audience, Planning and concept, Producing the video, Choosing and uploading to platform, Optimising, Promoting, Engaging the community, Reporting
Optimising
1.- Video title is very important. 2.- Use informative, long descriptions. 3.- Use the tags to input several keywords. 4.- Encourage comments, subscriptions, ratings, embedding and sharing. 5.- Optimise the thumbnail. 6.- Use annotations 7.- Upload videos regularly
Video Content Strategy
Camera, Software, microphone
Video ADS
TV commercials that are shared online, or custom ads made specifically for the web.
Video Content
Entertain, inform, share updates or otherwise enlighten or delight the viewer
Going Viral
Make it shareable
Include the tools and incentives to make your video easy to share.
Make it unique
Be truly creative and inventive
Make it remarkable
Funny, astonishing, sacry, shocking or informational.
Make it enticing
Craft the videos description, title and thumbnail so that they draw attention
Address a currently trending topic
Find something that people are already excited about or interested in
TOOLS OF THE TRADE
Any retailer should have a product feed, in either XML or CSV.
A product feed will probably contain the following information for each product: • Product name • Product URL • Picture • Price • Description • Shipping price • Stock status: in stock / out of stock
How do affiliates promote merchants?
•Personal websites •Content and niche sites •Email lists •Loyalty sites •Cupon and promoting sites •Search advertising
TRACKING
Tracking software is used to track affiliate campaigns, and this is usually supplied and supported by an affiliate network
Affiliate tracking software collects information
• Impressions • Clicks • Conversions
ACTION AND REWARD
• Cost per Action (CPA) – a fixed commission for a particular action. • Cost per Lead (CPL) – a fixed commission for a lead (that is, a potential sale). • Revenue share (also CPS or Cost per Sale) – an agreed-on percentage of the purchase amount. • Cost per Click (CPC) – a fixed amount for each clickthrough to the website (although this forms a very small part of the affiliate marketing mix
GETTING YOUR ADDS ONLINE
AD SERVERS
Servers that store advertisements and serve them to web pages.
MOBILE ADVERTISING
PREMIUM NETWORKS
Often offer sales as a direct extension of the big brands that they offer.
PREMIUM BLIND NETWORKS
Allow the advertiser to target better-known brands and high-traffic sites
BLIND NETWORKS
These networks target a large number of independent mobile publishers, and generally allow you to target by country or type of content, but not by specific websites
SOCIAL MEDIA ADVERTISING PLACEMENTS
LINKDN
YOUTUBE
• Promoted tweets • Promoted accounts • Promoted trends
• Facebook ads • Facebook engagement ads • Sponsored stories • Promoted posts
ADVERTISING EXCHANGES
Where unsold advertising space is placed by publishers for bidding.
ADVERTISING NETWORDS
Is a group of websites on which adverts can be purchased through a single sales entity
PREMIUM BOOKED MEDIA
The advertiser contacts the premium media provider and discusses options for placing an advert.
FLOATING ADVERTS
OBJECTIVES
SATISFYING DEMAND
Let know the customer how their brand or product will best meet that need
CREATING DEMAND
It’s a three-step process: • Inform • Persuade • Remind.
BUILDING BRAND AWARENESS
Making people aware of a brand or product using an online advertising promoting brand and making people familiar with its colours, logo and overall feel.
Conversion
The advertiser can track how many of the users that clickthrough to the website
With a goal set up
Goals can be:
• Buying a product
• Filling in a form or quote
• Downloading a white paper
• Sending an enquiry
• Booking a flight
Creates the copy for an advertisement.
Determines the landing page for the advert.
Selects the keywords.
Chooses the maximum amount
Ad Extensions
Ways to add value or information to search adverts.
Offer a way to get additional information into a search advert
Display URL
Landing pages
Can increase the Quality Score of the advert, and lower the CPC of the keyword.
CPC
Is determined by a variety of factors, and is based on a bidding system.
Deep-linking.
Send users to a web page that is as specific to their search, and the PPC advert, as possible.
Text
The advert copy is the only tool available to attract attention, convey a message and entice action.
Use compelling and well-crafted Calls to Action
‘try now’, ‘sign up now’, ‘buy now’.
Elements
Heading Two lines of advert copy.Sometimes shown on one line.www.DisplayURL.comAd extensionAd extension
The three main components are:
• Keyword-optimised ad text
• The link to your owned property
• Ad extensions
Google AdWords
Quality Score
Determined by
• The relevance of the keyword to the search term.
• The relevance of the advert copy to the search term.
• The relevance of the landing page to the search term.
• The historic CTR of that advert.
Keyword match types
• Negative match
Your advert will not appear in searches using that word
• Exact match
The advert will appear for search terms only exactly the same as the keywords selected.
• Phrase match
Your advert will appear only for search terms that have your keywords in them, in the same order.
• Broad match modifier
An additional targeting option that gives you tighter control than broad match
• Broad match
Your advert will appear for the keywords you have entered
Offers seven text Ad Extensions
1. Location Extensions
2. Call Extensions
3. Social Extensions
4. Seller Ratings
5. Sitelinks
6. Offer Extensions
7. Image Extensions
Should be structured to reflect your business and marketing strategy.
Organise your search adverts in groupings
According to your strategy and the ads you are running.
Help you to easily oversee your advertising spend
The best contextual and geographical targeting worldwide
It allows users to transact in the currency of their choice
Is tied to a comprehensive analytics tool, and offers training programmes and certifications.
Considered the industry standard
There are some small differences from platform to platform in terms of editorial policy.
Each system has a different user interface.
Design websites for users first and foremost
Don’t try to trick the search engines.
User insights
Mobile searches tend to be different from desktop searches.
1. A usable, crawlable site is very important.
2. Content is important, and should be formatted for mobile usage.
3. Links are important.
4. Submit a mobile XML sitemap.
5. Use the word ‘mobile’ on the mobile website, or use mobile top-level domains.
Mobile users can search by voice, or by using images or scanning barcodes.
Social information is playing an ever-increasing role in search.
Can appear in the SERPs
Factors to consider
1. Use social media properties to dominate brand SERPs.
2. Social links are used as signals of relevance.
3. Personalised results are influenced by your online social network.
4. Optimise for social search engines.
User data is the most effective way of judging the true relevance and value of a website.
How do search engines access this data?
Use cookies to maintain a history of a user’s search activity.
Main areas
Link popularity
How does a website get more links?
Some ways to go about increasing links to their websites.
Capitalise on software and widgets
Create a widget
That the link is included, and let people spread these around the web for you.
Create games
The theme of the game is based on the key phrases for your website
Create tools and documents that others want to use
Create useful PDF guides for your industry that people can download from your site.
Create excellent, valuable content that others want to read
Make sure that valuable content is themed around your key phrases.
Infographics can encourage lots of traffic and inbound links.
Links help to validate relevance.
The text that makes up the link can help validate relevance.
Links help send signals of trust.
Trusted sites can transfer trust to unknown sites via links.
The purpose of a link is to allow a user to go from one web page to another.
Key phrases
Optimising media
Images, video and other digital assets should also be optimised with the relevant keywords.
Be used effectively to target competitive terms.
Proper optimisation can give a brand more ownership of the SERP real estate
Create relevant, targeted content aimed at your selected key phrases.
Where use the key phrase...
1. Title tag
2. H1 header tag
3. Body content
4. Bold
5. URL
6. Meta description
7. Link anchor text
8. Domain name
There are four things to consider when choosing a keyword
• Search Volume
• Competition
• Propensity to convert
• Value per lead
Understanding search psychology.
Search engine friendly website structure
Technical challenge
Flash
Avoid building sites or delivering key content in Flash.
To ensure that search engines can access your content, you must remove technical barriers.
Make sure that there are direct HTML links
Main strategies
Off-page optimisation
Building links to the website, and covers activities like social media and digital PR.
On-page optimisation.
Making changes to the HTML code, content and structure of a website
More accessible for search engines
Involves optimising websites to achieve high rankings on search engines for certain selected key phrases.
An extremely effective way of generating new business to a site.
CRM social
Social media can also be used to drive CRM.
Communication multi-directional (brand to consumer, consumer to brand, consumer to consumer).
Social media platforms allow customers to easily share their brand experience
Effective CRM
Places the customer’s needs first in all dealings with the brand.
The different ways CRM is implemented.
Services invoked by the customer
• Create and manage systems or capabilities that can be directly invoked by the customer:
Service and service fulfilment
Sales
ensure the customer receives the correct product,
ensure correct sales-related processes are carried out within the organisation,
include systems that put sales reps directly in touch with customers at the point of sale.
Marketing
conduct personalised targeting and profiling,
place the right mix of a company’s products and services,
understand what customers do and want.
increased revenue and profitability,
improved customer satisfaction and loyalty,
improved service delivery and operational efficiencies,
decreased acquisition costs
DATA
Analysing data for marketing
campaign analysis,
personalisation,
event monitoring,
predictive modelling,
improved customer, segmentation.
The customer acquisition source can be recorded and analysed against sales data.
This leads to a very accurate ROI calculation.
ROI
Stands for return on investment
It’s key to understanding whether marketing efforts have been successful.
For generic data...
You must continuously monitor trends and note what causes changes over time.
Useful identifying gaps in data when a business evolves.
CRM data capture and analysis.
shipping and fulfilment dates.
Social media monitoring data
Can cover everything from quantitative data about number of fans and interactions
Qualitative data about the sentiment towards your brand in the social space.
Analytics data
Generally captured through specialised analytics software packages.
Can be used to measure most digital marketing campaigns.
Data mining
Analysing data to discover unknown patterns or connections.
Conducted on large datasets and looks for patterns that are not obvious.
To better understand customers and their behaviour.
To make more informed business decisions.
Traditional CRM system data
Capture data for sales support and marketing purposes
demographic details
transactional data
psychographic data
service and support records
customer reviews
web registration data
Data on its own is meaningless if it is not analysed and acted upon.
Database, conducting surveys, focus groups or dipstick telephonic research can help you
information commercially relevant,
capture additional contact details,
consider anything that adds value to the relationship,
user’s privacy must always be taken into account.
Through analysis, data can be turned into insights
It can enable a company to create real value for the custome
Drive consumer loyalty across all possible touchpoints.
CONSUMER TOUCHPOINTS
Phases
POST-PURCHASE
develop a relationship,maximise customer experience,deliver on the brand promise,increase brand loyalty,remain top of mind,invite repeat purchases
PURCHASE
instil confidence,deliver value,reinforce the purchase decision,heighten brand perceptions
PRE-PURCHASE
gain customers,heighten brand awareness , highlight the benefits,how the brand provides value and fulfils the needs and wants,educate consumers about products and services
Can be brand or customer initiated
Deliver a rewarding experience.
customer focused approach to business
Fostering long term meaninful relationships
Gain customer loyality
Enables businesses to inform business strategies Drive business processes, support brand development and maximise ROI
trouhg innovarions in digital technologies iroduction of mass personalisation
Can help turn a prospect into a customer
SEO copywriting optimisin for human and machine users
does your copy convey a creative idea? does the layout of your copy make it easier to read? is you meaning celar and direct?
language: active voice neologism and buzzwords features and benefits logic
key prhases -page title -page URL -meta description -meta keywords -heading and sub-heading -on page copy -links to your optimised page -images
HTML for formating
hyperText Markup Language tags tell browsers how to present content HTML tags are writteng in brakets ><
who is my audience? what actions do i want them to take? what information do they need in orden to feel confident taking action?
types of web copy: -clear and concise -easy to read -well writen -well structured
long copy it also covers longers pieces of content
news releasese artices for online syndication emails blog posts advertorials website
social copy aallows brands to have conversations with their customers
research is vital remember that it´s a conversation write shareable content avoid overly promotional content have a solid communication protocol
titles and subject lines they are important enough to be discussed as stand-alone short copy they tell a reader whether or not they should read further
examples: guide to online copywriting the steps to online copywriting that sells
search adverbs: heading: max 25 characters two lines off advert copy: max 35 characters whichi can be displayed on one line: max 35 characters URL: max 35 characters
short copy especially true of banner and search calls to action
person: male, female, mixture old other demographics and psychographics
step-bystep bulgind a website
step 1: planning and research
step 2: choosing a domain name
step 3: UX an content strategy
step 4: engine visibility *search engine optimisation
step 5: design
step 6: development
step 7: test and lauching
mobile development
designing a mobile style
responsive style -flexible grid -media queries -flexible images
whichi mobile experienche should you create?
responsive website: is a besite that changes its layout depending on the device it is displayed on (adapts to the smaller/bigger screen size)
a native mobile app is software designed to help users perform particular task.
mobile websites make it possible for users to access information about your brand on the move
web development
should your website be static or should it have a content managgement sistem (CMS)? which server-side language should be used? whoch front-end should be used'
static website is one that does not change often should new content is requiered, a web developer would need to add them
server-side/front-end language: cost features scalabity browser and OS support open-source or propietary software
Examples: HTML5 CSS JavaScript Flash
meta and little tag customisation URLs customisable navigation The CMS needs to have good suport Robots.txt magnament
three kind of CMS: bespoke off the shelf open source
example: WordPress Joomla Drupal
process of taking finished web designs and transforming them into fully functioning
creating all the visuals aspects of the interface is what the user sees and interacts with
colour theory
contrast is very important when displaying text online
psychological effect in the people can be used to inform and stell the user´s experience
colours also hold different meanings and associations for people
red is used for warnings, error messages and problems green is used for successful actions, next steps and correct submissions blue is best used for hyperlinks
visual identity "how do users know it´s us?"
white space: allows the eye to travel ease between of the information
the fold: imaginary line at the bottom rfo the monitor consistently: perceive it as one message on multiple touchpoint
logo menu button style
collectin and collating desing assets
brand guidelines or style guide logo and others keybrand elements image libraries font folders brand colours any existing creative assets website copy any additional assets
navigation layout headers footers credibility
fonts kind of your message should be easy to learn and search
arial georgia trebuchet comic sans impacto verdana courier new times new roman
extra elements
search
assistance
validation
relevance
forms
step and sections
calls to action
positioning
clickyability
accuracy
simplicity
sticking to conventions
plain language
fewer options
lots of empty space
benefits
you give them will become loyal clients
competitive advantage
excellent way to differentiate yourself in the market
don't do
don't distract users
never build a site entirely in flash
don't use entry or splash pages
never resize windows or launch
step by step
define the visual design
conduct testing giving one or more users access to a prototype and observing how they behave when useing it
find subjects -what kind of person i choose?
test analyse report implement start again
usert-testing methodologies
hallway testing: quick/informal test observation and user labs split testing eye tracking surveys
create a test: how mucho time and money do i have for this test? what facilities are available? how many participants do i want to test? at what satge is the project?
imagery: need to do a lot of testing
colour: be aware of legibility and accessibility concerns
create content
Subtema
keypoints
relevance: must be relevant for the user
hieranchy: pyramid style
structure: highlighting key phrases and words, bulleteds lists, paragraphs, descriptive and distinct headings
layout
the most important consideration for any page is the content what be incluided
wireframes: the header, the central content area, the sidebar, the footer
create the site's basic structure
sitemap
defiding homepage, main navigation, arraiging your pages and add extra pages below this
hierarchical structure
where i am? how did i get there? where can i go next? how do i get home?
information architecture
conduct research and discovery
content strategy
what the site should achieve, wants and need
six cualities for good UX
credibility
logos of associations and awards
genuine testimonials
informative and personal about us
no errors
numbers and addresses
how it look?
usability
search boxes place at the top of the page
the logo in the top left hand corner, (the user can be back of the home page)
links that are blue and underline
navigation menus at the top or left of the web page
durability
accessibility
tools of the trade (UX range from rudimentary pen a paper to highly sophisticated web applications)
-Balsamic -axure -gilfly -Morae
mobile UX
mobile devices
universal mobile UX principles
principles
predict what's your user wants
communicate consistently
give feedback
reduce loading time
simplify
encourage exploration
responsive websites
native and web applications
mobile websites
five categories of mobiles
others (ebook reader, netbook, game consoler, etc)
tablets
Smartphones
basic phones
feature phones
mobile users
goal orientated
time conscious
search dominant
locally focused
limitations of mobile
small screens
difficult inputs
slow connection speeds
slow hardware
findability
usefulness
experience physical, sensorial, emotional, mental
