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Tag Archives: video
April Resource Roundup: Food for Thought
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
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!
Content Strategy
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.
Gamification
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 post April Resource Roundup: Food for Thought appeared first on UX Booth.
April Resource Roundup: Food for Thought
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.
The post April Resource Roundup: Food for Thought appeared first on UX Booth.
Give Me Your Opinion — What Should Be My Next Online Video Course?
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
Tagged Online Video, user experience, video
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Give Me Your Opinion — What Should Be My Next Online Video Course?
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 susan@theteamw.com
Thanks in advance for your feedback!
Conversion Optimization Tactics in Action
Hopefully this isn’t “patting ourselves on the back” too much, but in a recent review of Invesp blog posts, I was struck by how much good conversion optimization advice we have for improving online business. Good advice is always beneficial, but it will also always be just that, good advice. But showing that good advice [...] Continue reading
Posted in Conversion Optimization, ecommerce, Lead Generation
Tagged Analytics, Blog, Business, Customer Reviews, Personas, sales, Social Media, user experience, video
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Conversion Optimization Tactics in Action
Hopefully this isn’t “patting ourselves on the back” too much, but in a recent review of Invesp blog posts, I was struck by how much good conversion optimization advice we have for improving online business.
Good advice is always beneficial, but it will also always be just that, good advice. But showing that good advice in action can make it easier to understand and apply it to your situation.
www.simply-bbq.com is a lead generation site for a barbecue catering and event company in Toronto, Canada.
The website uses a number of conversion optimization tactics and the following are some of those we recently mentioned:
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Video – In 3 Ways to Boost Ecommerce sales with YouTube we wrote about the remarkable lack of use of video as a promotional tool, despite lots of evidence that it is an effective way to drive traffic and sales.
Starting on the homepage banner, Simply BBQ puts videos to work throughout the website. Take note of the fact that the videos are not professionally produced and show only real-life situations. This gives the customer a very clear and true understanding of what to expect from Simply BBQ, which reduces customers’ fears, uncertainties and doubts about what’s being offered and increases the chance that they will convert.
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Calls to Action – Among others, Simply BBQ follows all the CTA tips outlined in Invesp’s post Ask for the Sale: 3 Tips for Better results form Your Calls-to-Action.
The site has clear calls-to-action throughout, including a clear navbar, newsletter sign-ups and social media links.
Different CTAs are used for the same content, including BBQ catering, menus and event rentals. This appeals to different customer personas and addresses different points in the buying cycle.
The Simply BBQ CTAs are distinctive in their design and distinct from each other, going from the text-based navbar menu to large orange buttons and graphic, image-filled selections.
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Customer Reviews – In his post 5 More UX & Conversion Tips on Product Pages, Masroor’s first tip is “customer reviews give other customers an unbiased perspective on a product”.
Simply BBQ offers a number of innovative customer review options.Many menu items offer visitors the option to “Like this Menu” accompanied by a tally of Likes. This automatically highlights the most popular menu items.
Results from surveys of corporate customers are posted in detail.
Visitors can contribute to Grill Talk and open forum for any topic, from suggestions for better products and services, to favorite recipes and grilling techniques
The Simply BBQ site is very new and the analytics are not yet conclusive, but the attention to the customer, her user experience on the site and her needs is sure to pay off in improved lead generation, branding and sales for the company.
© 2006-20010 Invesp
Posted in Conversion Optimization, ecommerce, Lead Generation, Syndicated
Tagged Analytics, Blog, Business, Customer Reviews, Personas, sales, Social Media, user experience, video
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[Video] Landing Page Optimization: Tips when making a radical redesign decision
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.
Related Resources:
Landing Page Optimization: Radical redesign leads to 3,566% increase in conversion
Landing Page Optimization: 262% increase in lead rate
A/B Testing: 4 tests from a crowdfunding site with double-digit results
Email Optimization: A single word change results in a 90% lift in sign-ups
[Video] Testing and Optimization: Involve IT when prioritizing testing sequences
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
Related Resources:
Download the presentation slides from the entire session
CRM How-to: Tactics on Marketing/IT alignment, database strategy and integrating social media data
Form Field Optimization: 3 optimization opportunities from a real-world form field page
Homepage Optimization Applied: Get ideas for your next homepage test
Designing for Engagement
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
Designing for Engagement
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.
4 Reasons Why Online Video Is Compelling & Persuasive
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)?
Two Helpful Add-Ons For Measuring Video Campaign Success
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
Does Higher Engagement mean Higher Conversion Rates?
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
Can You Really Increase Conversions By Decreasing Engagement?
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
The E-commerce Product Video That Increases Revenue Per Visit
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









