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BrightonSEO - Apr 2022 - No excuses for doing UX

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BrightonSEO - Apr 2022 - No excuses for doing UX

  1. 1. No more excuses: How to get your team doing UX as a part of your Digital Marketing now Grecia Garcia Garcia | Oban International SLIDESHARE.NET/OBAN-IDForum @ObanIntl
  2. 2. What we will cover What we will cover today Typical excuses not to do UX and counter arguments @ObanIntl Three strategic tips to take your UX far and beyond Opportunities for integrating SEO and UX
  3. 3. Strong UX can help you keep visitors @ObanIntl Visitors lost Low quality traffic Poor CTAs Poor content Bad enquiry process
  4. 4. obaninternational.com Typical excuses and counter arguments
  5. 5. #1: I don’t know anything about UX @ObanIntl
  6. 6. SEOs already do tasks with UX impact @ObanIntl UX SEO Redirects Site maps Broken links Breadcrumb links Transcripts for videos Alt tag for images Relevant title tags and headings Site structure and navigation
  7. 7. Start with heat and scroll maps @ObanIntl
  8. 8. Look at usability heuristics @ObanIntl “heuristics… are broad rules of thumb and not specific usability guidelines” https://www.nngroup.com/articles/ten-usability-heuristics/ Jakob Nielsen
  9. 9. How can I learn about UX? @ObanIntl
  10. 10. @ObanIntl #2: UX is expensive
  11. 11. Use free trials & tools: Analytics @ObanIntl
  12. 12. @ObanIntl Use free trials & tools: Analytics
  13. 13. Use free trials & tools: User research @ObanIntl
  14. 14. @ObanIntl Original Variation Use free trials & tools: User research Preference test
  15. 15. Use free trials & tools: ask users @ObanIntl Card sort Use free trials & tools: User research
  16. 16. Use free trials & tools: A/B testing @ObanIntl
  17. 17. Make your business case @ObanIntl Generate ideas & identify issues Create hypotheses Measure impact on conversion Justify resources
  18. 18. Before moving on… @ObanIntl Warning Some free tools are in beta or have limitations
  19. 19. Before moving on… @ObanIntl Ethics & legal Ask users for permission and remember data protection
  20. 20. Before moving on… @ObanIntl Explore Try some out now and get inspired!
  21. 21. @ObanIntl #3: I don’t have time for UX
  22. 22. Some quick activities: Predictive maps @ObanIntl
  23. 23. @ObanIntl Some quick activities: 5-second test
  24. 24. No need for a full redesign: A/B testing @ObanIntl Prioritise ‘size’ over ‘style’ +5% Total purchases
  25. 25. says you must make time @ObanIntl https://moz.com/google-algorithm-change https://developers.google.com/search/blog/2009/06/introducing-page-speed Mobile friendliness 2020 2010 2015 2005 Page speed Page layout Intrusive interstitial Page experience (CWV)
  26. 26. @ObanIntl Accessibility You are already using tools that include UX
  27. 27. Add UX insights to your audits @ObanIntl Technical audit Content audit
  28. 28. @ObanIntl #4: I don’t need UX
  29. 29. My site works well… doesn’t it? @ObanIntl Evaluate with tools Ask users Image from: https://www.nngroup.com/articles/top-10-mistakes-web-design/
  30. 30. My site works well… for everyone? @ObanIntl Dyslexia Colour blindness Visually impaired Hard of hearing Physical disability Elderly
  31. 31. Concept Design Develop Release My site is still in development @ObanIntl Do UX
  32. 32. @ObanIntl 2% = 100 enquiries Homepage Contact page has poor calls to action Poor content on service pages Bad enquiry process My client pays for SEO, not UX Remaining visitors 2000 1500 750 Homepage attracts low quality traffic Product service page Contact page 400 Optimising this by an additional 1% increases total enquiries by 50% 5,000 visitors
  33. 33. obaninternational.com Three strategic tips
  34. 34. 1. Make sure your UX work is reliable @ObanIntl Bias Users Watch out for bias in your UX studies Observe or test with real users Research Use credible research sources
  35. 35. Create a network of advocates 2. Build an informal UX team @ObanIntl
  36. 36. Create a network of advocates 2. Build an informal UX team @ObanIntl Involve a mix of disciplines
  37. 37. Create a network of advocates 2. Build an informal UX team @ObanIntl Involve a mix of disciplines Build relevant resources for each team
  38. 38. Create a network of advocates 2. Build an informal UX team @ObanIntl Involve a mix of disciplines Build relevant resources for each team Keep the UX mantra active in the company
  39. 39. Create a network of advocates 2. Build an informal UX team @ObanIntl Involve a mix of disciplines Build relevant resources for each team Keep the UX mantra active in the company
  40. 40. 3. Think international UX @ObanIntl Japan UK Canada https://obaninternational.com/blog/designing-ux-for-new-countries-how-different-cultures-navigate/
  41. 41. obaninternational.com 41 Summary
  42. 42. What we covered @ObanIntl You may already be doing some tasks with UX impact UX can be done at low cost UX can be done quickly Users need UX Create a network of UX advocates Do reliable UX Think international UX
  43. 43. Resources
  44. 44. Thank you! @ObanIntl The informal Oban UX team
  45. 45. Thank you! @ObanIntl @ObanIntl Grecia Garcia Garcia obaninternational.com slideshare.net/OBAN-IDForum

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