optimising accessibility, relevancy and conversions - Greenlight Digital

BY MONNY LAM. Senior Digital Designer ... engaging with their website, and to identify pain points and clarify how to ..... tools at its 2010 developer conference – the same year the Open ..... beginners to navigate around a site using prominent ...
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UX & CRO

F E B R U A RY 2017 UX & CRO

OPTIMISING ACCESSIBILITY, RELEVANCY AND CONVERSIONS

www.greenlightdigital.com

CONTENTS INTRODUCTION: GET DIGITAL RIGHT BY APPLYING A CUSTOMER-FIRST APPROACH

WHAT IS CONVERSION RATE OPTIMISATION AND USER EXPERIENCE?

BY MATTHEW WHITEWAY Client Services Director

BY SARAH FABER PETERSEN Head of CRO & UX

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HOW CRO AFFECTS YOUR BUSINESS BY SARAH FABER PETERSEN Head of CRO & UX

Greenlight is a multiple award-winning integrated digital marketing agency that designs, builds, deploys and measures marketing solutions and campaigns across Search, Content and Engagement, Display, Mobile, eCommerce, and more, with the unwavering objective of achieving dramatic growth for its clients. Greenlight promotes brands and products in 32 languages and 42 territories on behalf of such clients as Hiscox, ghd, Dixons Carphone, Millennium Hotels and Resorts, Laura Ashley and many more. Ready to grow? Call us on +44(0)20 7253 7000 or go to www.greenlightdigital.com/get-in-touch

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www.greenlightdigital.com |  +44 (0)20 7253 7000

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UNDERSTANDING UX AS AN SEO RANKING FACTOR

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BY BEA PATMAN Head of SEO

UNDERSTANDING DATA-DRIVEN OPTIMISATION

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BY SARAH FABER PETERSEN Head of CRO & UX 6

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IS SHOPPING ON YOUR SITE LIKE TRYING TO FIND A NEEDLE IN A HAYSTACK?

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BY CHRIS DUNN Operations Director, FoundIt! 6

UX: STAYING AHEAD OF THE GAME IN 2017 BY MONNY LAM Senior Digital Designer

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PUTTING USERS AT THE HEART OF YOUR BUSINESS

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BY SARAH FABER PETERSEN Head of CRO & UX

www.greenlightdigital.com |  +44 (0)20 7253 7000

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INTRODUCTION GET DIGITAL RIGHT BY APPLYING A CUSTOMER-FIRST APPROACH BY MATTHEW WHITEWAY, CLIENT SERVICES DIRECTOR

Ever found yourself shouting at your

marketers to take the time to ask themselves

computer when attempting to buy

some core questions which are focused on

something online? Whether or not it’s

customer behaviour and how well their

just me that reacts that way, what’s clear

offering responds to key needs.

is that we now expect to have a seamless experience when buying online, regardless of where we are at the time and of the device we’re using. That being said, we often

over the past few years has changed, and we’re now seeing a paradigm shift in favour of consumers, where they define the terms and parameters. Just

forget how much digital has evolved over

look at the way TV has evolved and think about the

the last decade, and that it really wasn’t too

last time you watched your favourite show; statistics

long ago that playing Snake on our mobile

would suggest you viewed it “on demand” rather

phone was considered revolutionary. But we do forget, and we do expect. The pace at which digital has evolved is massive, but at the heart of success is the ability for

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The fact of the matter is that media consumption

www.greenlightdigital.com |  +44 (0)20 7253 7000

than live, confirming the degree to which users are controlling when and how to consume. Online is no different. Simply being able to buy or enquire online is no longer enough.

“Users want an experience that is tailored to them; they don’t want to have to think about on-site navigation, they don’t want to have to click through dozens of filters. They want instant access to content or items, all on their terms – and they expect that journey to be perfect from start to finish.”

That’s why user experience (UX) and conversion