Building a website, McGill Course

Building a Website

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Customer needs
Thursday, November 19, 2009

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Priorities


Websites are not brochures


Usability and conversion
oriented design


Allow the reader to get the gist of your
message in a few seconds by merely
scanning the page


Design sites for your users above
all else


Accessibility


Identity


Company Info


Make it easy for them to contact you!


Navigation

Make sure they can ﬁnd what they
want quickly and easily


A well thought out and usable site
map can be more important than
navigation
– especially for big sites


Navigation allows users to orient
themselves in a website and drives
them towards desired goals


Tell people to take the exact action you
want them to perform in order to get the
best response


Prospect makes a decision based on
2 criteria:


Does this page look hard, complicated or
time consuming?


Is it relevant to my search query?


Content

"Click to Continue" resulted in the
highest increase in conversions (over
"Continue to Article" or "Read More").
Grokdotcom.com


Trust


Looks are very important, BUT the
least important consideration in
web development


That doesn’t mean ugly sites are
OK


Sites must look professional and
demonstrate credibility


If these two goals are met, the user
will be satisﬁed.


Remember, they are looking to
achieve a goal – not look at a
piece of artwork.


Real testimonials on each page


Graphics are the #1 thing that draws
the eye.


People like to click on graphics so give
them something to click to…. and
convert


Each Week, ICE.com serves enough unique visitors
to fill 8 high capacity football stadiums!


Understanding Personas
customers, not as a
demographic, but as
individuals


What do we want to
learn?

Personal
Characteristics

What do we want to
learn?

Goals and
Tasks

Personal
Characteristics

What do we want to
learn?

Goals and
Tasks Motivations

Personal
Characteristics

What do we want to
learn?

Goals and
Tasks Motivations

Attitude and
Personal needs
Characteristics

What do we want to
learn?

Listen for
stories


Stories reveal tactic information
What do they tell stories about?
Who is in their stories?

Listen for
stories


Stories reveal tactic information
What do they tell stories about?
Who is in their stories?

Quotes help you hear their voice
Listen for
stories -What terminology do they use?
-How they talk about task or product?


Sarah is single, and works for a
advertising agency

She loves to make a fashion
statement but cannot afford what
she loves. She is impulsive.

Sarah Newman She recently broke up with her Boy
Female friend and spends 3 nights a week
Age 30 out with the girls.
Income 60k
She works out 4 time a week and
makes sure to take care of her
appearance.

David is a stock broker and loves the
high life. He enjoys to travel and loves
fast cars. He is getting engaged in the
near future.

He is a procrastinator. He dislikes
shopping but he is service-oriented.
David Jones
Male He is searching for the perfect diamond
Age 31 for his ﬁancé
Income 90k


Motivations

key customer scenarios

?

offers action


Fashion


Affordability

Fashion


Affordability

Impulse
Fashion


Education


Customer Service
Education


Customer Service
Education

Accessibility


Web Design Targeting at David Jones


Personas Action Entity Trigger

Help her to make an Make her look and feel
impulse purchase fashionable

Sarah Newman

Enable him to create a Educate himself to choose
diamond ring the right diamond

David Jones


h"p://www.UserTes-ng.com/Popups/ViewMovieShare.aspx?ﬁle=7mPRLiwNOvM%3d


http://whichtestwon.com/


8 Shopping Cart Rules


1. Where am I


2. Solidify


3. Clear Shipping Options


4. Allow for Guest Check-in


5. Availability


6. Up Sells


7. Avoid shell shock


8. Edit Shopping Cart


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