information architecture overview, calls to action & case studies
DESCRIPTION
Overview of some key precepts in information architecture, looks at calls to action design, web2.0 design patterns, ecommerce sales funnelsTRANSCRIPT
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Design, Info Architecture & Calls to Action
Case Studies
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Design Examples from Save The Pixel by
Ben Hunt
http://www.savethepixel.org/
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Clear Layout
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De-cluttered Logical Flow
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Demonstrate clear Call to Action
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Obvious Benefits
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Appropriate Channel Design
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Clear and Intuitive Messages
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eCommerce Case Study
Wiltshire Farm
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Case Study: Wiltshire Farm Foods
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Key Take-Aways
• Remove Clutter – focus on key goals all the time – Remove any obstacles
• Provide lots of visual feedback – Users know that actions have been successful
• Adhere to affordance rules – make them obvious– Big Buttons, Clear Large Links
• Anticipate and Answer questions upfront – Embed as part of user experience
• Knit USPs in copy and images of site– Emphasise all your differentiators
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Website Optimisation
• Dynamically Testi key elements of site– Test Copy, Calls to Action, Images, Placement– The $300,000,000 Button
• Both Split (A/B) and Multi-Variate Test– Google Website Optimiser or Proprietary tools
• Define and set up conversion points– Need to track and measure user actions
• Clear calls to action significantly augment optimisation goals– Don’t force user to think – TELL THEM WHAT TO DO
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Test Process
• Never stop testing and tracking user actions on website• A/B Split Testing
– Define specific site goals (sale, sign-up etc..)– Test two specific pages (typically high volume landing pages)– Commercial tools (Vertster) or Google Optimiser – Monitor which test is performing better– Use Variable rate or throttle testing to vary the percentage of traffic
that gets routed to the various pages• Multi-Variate testing
– Enables variable testing of elements within single pages– Different copy text, form layouts and even landing page images and
background colours together– Track combinations that achieve predetermined goals
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Sales Funnels
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Boden
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Micks Garage
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Amazon Funnel
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Amazon Cart Functions
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Web 2.0 Design Model
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Calls To Action
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