If you have qualitative software that can ask users what they need, like Qualtrics or iPerceptions, the results will help you understand what the user tasks are and arrange the site according to actions for those tasks.įor your audience, you can use tools like Google Analytics to learn more about the demographics. If you have existing data for roles and tasks, that will come in handy. Understand what they are trying to accomplish.Just like with the attention phase, this comes with a few basic guidelines: Interestįor websites, the interest phase is about knowing and respecting what the user wants. Having a measurement plan for the attention phase can help you drive more people to the site. If you have a ton of impressions but not enough click-throughs, you can try and fix the browser page titles to try and get more users to click through.If you have a problem with impressions, you can fix the content and backlinks to try and fix the issue.The starting point of your dashboard can look like this:įrom there, you’ll be able to see where your biggest attention successes and failures are. Just like with search engine traffic, you should be tracking growth of impressions, click-throughs, and click-through rate. Overall growth should still be monitored, however. Referrals to the website from sites like Facebook should be viewed with a different lens compared to, say, organic traffic. But for this kind of attention, you shouldn’t freak out if the user doesn’t interact as much when compared to, say, a landing page for Google Ads. You should measure paid search engine traffic impressions, click-throughs, and the click-through rate. ![]() Year over year growth of free search engine traffic should be one of the company’s standard metrics. Track all the channels that drive a significant number of visitors to your site: There are multiple paid and free techniques to grab attention and get people on your site. You can use this to think about what drove their attention your way, and then ensure that you lose as little of the audience as possible in this phase. Readers will generally move from top to bottom, from left to right, following the F pattern for reading. Visual prioritization is something you should actively think about, so when the user lands on a property, they don’t immediately leave. It is critical in all the phases, but especially so in the attention phase, when you have no clout with the potential customer yet. You can use techniques like minifying javascript and applying srcset to images to make page load times more bearable for your audience. In their research, Portent found that websites with a 1 second page load enjoyed 3x higher conversion rates than websites with 5 second page loading speeds. Page speed is something that you can generally influence and has a big payoff. This is why when you’re competing with others for user attention, page speed and visual prioritization are two of the most critical things to think of. Users have the patience of a lit match any delay will tend to cause frustration.Giving equal visual importance to all your elements will make the items users need the most less emphasized than they need to be. ![]()
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