Getting a visitor to your website is only half the battle. How do you keep them? A lot of attention is put on the "action" items on a homepage, but it's more likely a visitor is landing on an interior page from a Web search or link. Every visual element, content or cue makes an impression with your visitor and influences what next step they take. The last thing you want to do is leave your visitor at a dead end or continuously force them to use the back button. With each page having a defined next step it gives your visitor a forward moving Web experience. The idea is more than just bigger and brighter action buttons. No matter how large you make them your visitors are not going to click if they don't care. Your goal is the design an experience to make your visitors care.

1. @nickdenardis #CASEV

2. Designing for next steps
(a forward moving Web experience)
@nickdenardis #CASEV

3. @nickdenardis
@nickdenardis #CASEV

4. Associate Director of Web Communications
Wayne State University
hp://wayne.edu/
Host of EDU Checkup
hp://educheckup.com/
Curator of EDU Snippits
hp://edusnippits.com/
@nickdenardis #CASEV

5. Information
Architecture
“the art and science of organizing and labeling
websites, intranets, online communities and
software to support usability.”
- Information Architecture Institute
@nickdenardis #CASEV

6. @nickdenardis #CASEV

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9. User Experience
“a person's perceptions and responses that
result from the use or anticipated use of a
product, system or service"
- ISO 9241-210
@nickdenardis #CASEV

10. Good Design != Good UX
@nickdenardis #CASEV

11. “To understand any individual
screen, you must understand the
chain of events that led to a user
going there…”
~ Des Traynor
@nickdenardis #CASEV

12. @nickdenardis #CASEV

13. @nickdenardis #CASEV

14. school.edu/page.asp?id=1245
or
go.school.edu/grad-programs
@nickdenardis #CASEV

15. Good UX = Good Design
@nickdenardis #CASEV

16. 1. Junk
2.
3.
4.
@nickdenardis #CASEV

17. Care.
@nickdenardis #CASEV

18. First Impressions
@nickdenardis #CASEV

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21. Can I trust this page?
Is the information up to date?
Can I use this page as a resource
in the future?
What do they want me to do on
this page?
@nickdenardis #CASEV

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32. 1. Junk
2. Good
3.
4.
@nickdenardis #CASEV

33. Test early, test often.
@nickdenardis #CASEV

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41. Woopra
@nickdenardis #CASEV

42. Silos get in the way of
your users
@nickdenardis #CASEV

43. @nickdenardis #CASEV

44. @nickdenardis #CASEV

45. @nickdenardis #CASEV

46. @nickdenardis #CASEV

47. <script type="text/javascript">
var _gaq = _gaq || [];
_gaq.push(
['_setAccount', 'UA-xxxxxxxx-1'],
['_trackPageview'],
['b._setAccount', 'UA-xxxxxxxx-1'],
['b._trackPageview']
);
(function() {
var ga = document.createElement('script');
ga.type = 'text/javascript'; ga.async = true;
ga.src = ('https:' ==
document.location.protocol ? 'https://ssl' :
'http://www') + '.google-analytics.com/ga.js';
var s = document.getElementsByTagName('script')
[0]; s.parentNode.insertBefore(ga, s);
})();
</script>
@nickdenardis #CASEV

48. @nickdenardis #CASEV

49. @nickdenardis #CASEV

50. @nickdenardis #CASEV

51. @nickdenardis #CASEV

52. 1. Junk
2. Good
3. Great
4.
@nickdenardis #CASEV

53. Use a human proxy
@nickdenardis #CASEV

54. @nickdenardis #CASEV

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56. @nickdenardis #CASEV

57. @nickdenardis #CASEV

58. We have limited time
@nickdenardis #CASEV

59. ClickTale
@nickdenardis #CASEV

60. People suck at
reading online
@nickdenardis #CASEV

61. @nickdenardis #CASEV

62. @nickdenardis #CASEV

63. @nickdenardis #CASEV

64. 1. Junk
2. Good
3. Great
4. Rememberable
@nickdenardis #CASEV

65. #littlebigdetails
http://littlebigdetails.com/
@nickdenardis #CASEV

66. Error messages
matter
@nickdenardis #CASEV

67. @nickdenardis #CASEV

68. Reduce the barrier
to completion
@nickdenardis #CASEV

69. @nickdenardis #CASEV

70. @nickdenardis #CASEV

71. @nickdenardis #CASEV

72. @nickdenardis #CASEV

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74. Creepy!
@nickdenardis #CASEV

75. Details matter
(pixels don’t)
@nickdenardis #CASEV

76. @nickdenardis #CASEV

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85. @nickdenardis #CASEV

86. 1. Junk
Get a baseline understanding of your visitors
2. Good
Entice them to get just one step further
3. Great
Walk along their journey
4. Rememberable
Adding a few #lilebigdetails
@nickdenardis #CASEV

87. Resources
• google.com/analytics
• slickplan.com
• intercom.io
• woopra.com
• clicktale.com
• freegeoip.net
• lilebigdetails.com
@nickdenardis #CASEV

88. Thank You
https://speakerdeck.com/u/nickdenardis
@nickdenardis #CASEV

89. @nickdenardis #CASEV