Chapter 2: web design Flashcards
principles of a good websites
- Design for Usability
- Conversion-centered Design
- Three Questions
- Customer segments
- Mobile First
- Conversion Rate Optimization
design for usability checklist
should not have to think!
Follow website conventions
If other websites in market put page elements like the navigation bar and company logo in the same place you should to
Create effective visual hierarchies
More important things should be higher up on the page and larger
Similar items grouped together
Break pages up into clearly defined areas
Some visitors want different possible action
Ex: some want to search some want to see account
Make it obvious what is clickable
Different colour then non clickable text
Eliminate Distractions
No clutter Makes it hard to make decisions
Format content to support scanning
Nobody wants to read long paragraphs unless its an article
Make paragraphs short
Use lots of headlines and use lists where ever possible
Ultimate test is the user experience itself
conversion cantered design created by?
Oli gardner
conversion entered design (oil)
Attention
i. What is the action you want the customer to take? And does everything on the page point to it
ii. Single call to action to attract the users attention
iii. Ex: See a demo button
Context i. Where are the site visitors coming from and does the message match their expectations? ii. Ex: little content to expects visitors to know something about it but has orange to tell
Clarity
i. Is it clear and quick when you scan the webpage what it is about
ii. Do they know what will happen when they click
iii. Ex: See demo button gives clear indication of what will occur
Congruence
i. Do all webpages encourage conversion or do some words distract customers?
ii. Ex: white space underneath
Closing
i. Use positive messaging to close the desired click region
ii. Negative words inhibit clicking
iii. Ex: Breathe life into your business vision
Continuance
i. Once customer has done the desired conversion does the customer know they have completed it?
ii. Are they being encouraged to do the next conversion
3 questions
o Webpage is more likely to convert if it has clear answers to the below 3 questions easily found above the fold
o Above the fold: portion of the website that can be seen without having to scroll down
1. What are you offering?
2. Why should I pick you?
3. What do you want me to do next?
- Quality of the page not determined by these questions but how clearly it answers them
is quality of webpage determined by the 3 questions?
No but by how clearly they are answered
customer segments
a. Webpages have different customers with different needs
b. To manage create personas
i. : fictious person meant to represent a segment of customer
c. Ex: is shopping page that has men and women’s
d. Ex: Netflix some visitors are potential customers and some are current customers
- Mobile First
a. Concerned less with the layout and presentation of content
b. Websites should be designed for mobile customers and adapt to larger screens rather then the other way around
c. Reason= site that functions on mobile will function on larger
d. Secondary reason = mobile traffic has overtaken desktop
e. Responsive web design
i. Method of coding to detect visitors screen size and auto resize
ii. Has decreased the mobile first adherents as makes mobile functional
f. Mobile users are less likely to make purchases on their phone
page elements
- navigation
- trust symbols
- colour scheme
- buttons
- images/video
- forms
- phone numbers
trust symbols
a. :symbol, icon, image, or small statement communicating to user that the site is legitimate
Types (most effective)
i. Accessible return policy and guarantees
ii. Brand recognition and awards
iii. Positive publicity
iv. Social media presence
v. Video demonstrations and testimonials
t or f is there a best colour scheme to use for a website
no what is important is colour contrast
t or f webpages are primarily scanned not read
true images are more important then text
Primary lead generation?
phone calls
NSAMCWADLP
- Never start a marketing campaign without a designated landing page
5 common landing pages
- Single product landing page
* Advertisement for a specific product = landing page about only that product
* Ex: IPhone 5pro max - Multi product landing page
* Advertisement for product category not 1 product = landing page for multiple products in this category
* Ex: baseball glove different types - Lead generation landing page
* Want visitor to fill form or call them
* Need prominent phone number - Subscription landing page
* Media website makes more money as traffic increases and one way to increase traffic is to sign up for subscriptions
* To do so do site overlays
(pop up windows) asking visitor to subscribe - Single purpose landing page
* Simplest
* Ex: only 2 options enter email or leave
