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Tag Archives: video
While they might provide food for thought on the weekends, a new perspective before the workday, and/or even a way to unwind before bed, many design resources are far from revolutionary. Yet we hold out hope, as some of the best help change our (team’s) perspective. Nine such resources came to our attention this past month.
Design research, content strategy, gamification, oh my! Here’s the goods to make us good (err, well, better):
Design research is a necessary part of every user-centered design project, so more resources to that end never hurt:
- Patterns. Pattern recognition is something for which every systems thinker accounts. Tech writer Kai Weber’s asks how we might we more-thoroughly incorporate it into our process?
- Usability heuristic. Some, otherwise-obvious issues are difficult to see until a user points them out. But why wait? Userium’s usability checklist helps teams uncover problems before they conduct user testing. This leaves those same users free to uncover harder-to-catch issues. Oh, and if this kind of thing fits your fancy: Cameron Chapman compiled a list of 45 web-design checklists some four years ago.
- Remote research. It shouldn’t be too surprising that the state of the art of remote research has changed a great deal since Nate Bolt and and Tony Tulathimutte released their seminal book three years back. In this presentation, Nate shares the latest and greatest methods informing his work!
Far too many content strategy articles focus on the outcome rather than a productive “how to” – especially when it comes to writing. The following resources focus more on how to write effectively.
- Tone of voice. Creating a solid “voice” is difficult, even for experienced content strategists. Enter Gather Content: A Guide to Tone of Voice. Created by Gather Content’s Kevan Gilbert back in November, this article provides a rough heuristic for lending personality to your website or application.
- Valuable content. Those looking for more content strategy advice should check out Ahava Leibtag, President of Aha Media. She’s been practicing content strategy since 2005 (!), and her Creating Valuable Content checklist is a gift to anyone tasked with its creation. It’s simple to use and easy to adapt.
- Using comics. Kevin Chang’s book, “See What I Mean,” was written in a show-and-tell fashion, beginning life as a presentation. The book demonstrates how comics can engage teams and facilitate understanding. Read it, and you’ll… see what I mean.
- Health literacy. Although it was published all the way back in 2010, the US Department of Health and Human Services’s Health literacy online guide is as contemporary as ever. Chock full of research, design advice and content considerations, it’s an easy recommendation.
The gamification debate is complex. While it’s generally agreed that adding a “game layer” to an application is not a solution, there’s definitely value in incorporating engaging elements into our websites. These two resources dig a little deeper into the true aim of gamification:
- Fun and (learning) games. Keeping the Play in Learning is a video highlighting the game mechanics inherent in education, banking, eCommerce, and other daily tasks. Play is also the subject of a TED talk or two.
- Engagement via gamification. Chris McClelland’s presentation, engagement through gamification, examines the differences as well as the similarities between game mechanics – rewards, achievements, and competition – and UX best practices.
Live and learn
Ours is a rapidly evolving field, and every so often we learn another way to make the process more efficient. Leave a comment with your own favorite infographics, process-changing checklists, or a slideshare or video that speaks to the innovative designer in you.
The best resources help change and inform our team’s perspective. This week, editor Marli Mesibov compiles a list of nine resources to aid our design research, content strategy, gamification endeavors.
In April 50 people signed up to take one of my online video courses that I offer through Udemy.com. A big thank you to those who have signed up for a course. I have enjoyed putting these together, and the feedback I’m getting is that they are helpful and that people are learning a lot [...] Continue reading
In April 50 people signed up to take one of my online video courses that I offer through Udemy.com. A big thank you to those who have signed up for a course. I have enjoyed putting these together, and the feedback I’m getting is that they are helpful and that people are learning a lot by taking them.
Now I need YOUR feedback on what the next courses should be that I develop.
Currently I have these four courses:
I’m working right now on this course:
which will be ready in a few weeks.
Now the question is, what’s next?
I have a lot of ideas (in fact I have a whole list of courses in the queue, but I haven’t started them). Give me your opinion. What online video courses are you interested in taking that I should consider developing?
Write your ideas in the comments area, or send an email to firstname.lastname@example.org
Thanks in advance for your feedback!
Ramping up for the fast approaching MarketingSherpa and MarketingExperiments Optimization Summit 2013, this blog post features a video excerpt from one of last year’s presentations.
Watch Steve Parker, Vice President, Direct Marketing Division, firstSTREET, explain how radically redesigning a landing page led to a 500% increase in sales.
In this excerpt, Steve provided the audience advice on making the decision to conduct a radical redesign on a landing page.
He said to ask yourself a few questions:
- Will I achieve my annual goals by further tweaks?
- Do I have the resources to “go radical?” (Time, budget, outside-the-box thinking, internal support)
- How will I minimize risk?
- What happens if I win, draw or fail? (To my business? To my career?)
He also offered some recommendations:
- “Pre-plan your learning” in the test design
- Manage risk
- Get truly radical
- Apply what you learned, and apply your educated guesses
If you would like to watch the entire presentation, Steve covered the entire process of this case study, beginning with why he chose a very poorly performing landing page for a new product for testing and optimization, all the way through the radical redesign of the page and eventual increase in sales on the new landing page.
The original page had dismal conversion metrics, so Steve felt it was a safe place to begin testing. Over five months, he conducted numerous tests on various aspects of the page producing incremental results, both positive and negative. The end result was a 30% improvement, but the bottom line impact was negligible because the starting point was so low.
Steve described the testing and optimization program on the old page as “like arranging deck chairs on the Titanic.”
He decided to conduct a radical redesign on the landing page, creating a completely new look, feel and thought process for visitors. The redesigned treatment dramatically beat the control, and for the remainder of the year, Steve implemented a testing and optimization program on the radically redesigned landing page.
The end result of this entire process was a large impact – 500% increase in sales – on firstSTREET’s website.
Steve Parker will also be presenting a new case study at this year’s upcoming Optimization Summit 2013 in Boston.
MarketingSherpa and MarketingExperiments Optimization Summit 2013, May 20-23, in Boston, is rapidly approaching. For this blog post, we are featuring a video excerpt from one of last year’s presentations.
Speaking in this video clip is Tony Doty, Senior Research Manager, MECLABS, on involving IT when prioritizing the testing sequence in a testing and optimization program.
Tony talked about some key questions, such as:
- How long will it take to develop and set up each test?
- How difficult is the underlying technology? For example, is the webpage a custom development, or was it created with off-the-shelf content management software?
- Is the landing page stand-alone, or is it more deeply connected to the architecture of the website?
One point Tony makes is this – as a marketer conducting testing and optimization, you might have a part of the website you absolutely want to test. At the same, that part of the website might not be a page you can immediately impact.
Involving IT means creating an atmosphere of open communication inside the entire testing team, and understanding some tests are just too difficult to immediately jump into.
For example, for an external landing page, the development team could probably redirect a paid search campaign for testing.
At the same time, a page nestled deeper in the buying funnel that your website is walking prospects through could have too many website architecture connections and ties to the database to be easily tested.
Tony said the key is to balance the potential best optimization options against the time and difficultly element from an IT perspective. As in many interdepartmental challenges, Tony said communication with the IT department is a way to achieve that balance.
This video was taken from a presentation titled, “Where to Test, What to Test, What to Ask,” and also included MECLABS’ experts, Daniel Burstein, Director of Editorial Content, and Adam Lapp, Associate Director of Optimization and Strategy.
I highly recommend taking the time to watch the entire session, where topics include:
- Learning where to test by identifying key steps and pages in the Marketing/Sales funnel
- Mapping the primary conversion path of prospects to prioritize testing sequence
- Estimating conversion impact of leaks in the funnel
- Detailed explanation of each element of the patented MarketingExperiments conversion heuristic, C = 4m + 3v + 2(i-f) – 2a
- Formulating a testing hypothesis and creating the research question to test
My new online video course Designing for Engagement is now available on Udemy.com I’ve set up some of the lessons so that you can preview them for free. I hope you will check it out. To celebrate the unveiling of the course I’m offering 50% off from now till April 15th. To get the discount [...] Continue reading
My new online video course Designing for Engagement is now available on Udemy.com
I’ve set up some of the lessons so that you can preview them for free. I hope you will check it out.
To celebrate the unveiling of the course I’m offering 50% off from now till April 15th. To get the discount enter the word April as the coupon code.
I’ve very excited to have this course ready to go!
Check it out and let me know what you think.
Here’s the first video that introduces the course:
To check out my other online video course offerings, go to my Courses page.
Why is online video so compelling compared to text?
I’ve been in my video studio working on my new online video course (Designing For Engagement). It’s a lot of work to create my online video courses (through Udemy.com), but it’s also fun to work on them, and it’s exciting to have people taking and enjoying the courses.
It got me thinking again, about why online video is so compelling as a medium, and so while I was in the studio I made this short video “4 Reasons Why Online Video Is Persuasive”:
Here are the 4 reasons:
#1: The Fusiform Facial area makes us pay attention to faces
#2: Voice conveys rich information
#3: Emotions are contagious
#4: Movement grabs attention
What do you think? Do you find online video more engaging than reading text? Why do you think it is (or isn’t)?
Even with the lean-back nature of online video, it can be a great channel for branding a product or service in the minds of relevant video viewers. But, marketers typically have both branding and direct response goals. Online video can achieve both –… Continue reading
We’ve just finished some very interesting research here at Conversion Sciences labs, and we love it when our deeply held beliefs get blown out of the water.
It’s happened again.
Most of us assume that if our pages are “engaging” to visitors, th… Continue reading
Engagement is a magnetic “measure” of online effectiveness. You might call it an “engaging” metric. This is because it is a nice stand-in when real measures of sales, leads or subscriptions are too difficult to track or deliver disappointing re… Continue reading
Which video recipe will make your cash register ring more often and more loudly?
It was the end of a 12-hour video shoot. We had heard the same song over and over, about 200 times. Our model had just finished dancing in 24 outfits, having completing o… Continue reading