You have certainly heard of the 300 million dollar button ? No ? It happened as part of a very light redesign of an e-commerce buying process. The problem ? Many internet users were not finalizing their purchases on the site because of the form. A form, however, ultra basic: connection to the site, email, password or a button “register” …
After studying user behavior, it turned out that newcomers were reluctant to have to sign up before doing anything. Some newcomers were unsure if they had been there before, and even regulars had trouble remembering their information.
The solution to the problem turned out to be particularly simple. The “register” button has been replaced by a “continue without registration” button. Result: $ 300 million earned! A concrete example that proves that the UX (user experience) allows you to retain your customers and especially to acquire new prospects.
So, to combine UX and Inbound Marketing, follow the guide…
Thoroughly analyze your personas
Before you even start redesigning your website, study your personas. A step that should not be taken lightly, because it is crucial. It will allow you to re-build your site around the expectations and satisfaction of your prospects. The better you understand them, the more your site will have power to convert.
To be as efficient as possible and collect as much qualitative data as possible about their user experience, several methods are available to you.
Use the right analysis techniques
You can, for example, submit to a panel of your future prospects an assignment of “Eye Tracking”.
It’s a technique of neuromarketing that has proven itself. How it works ? Several sensors will record the movement of the eyes to define the hot zones and the cold zones. The most attractive parts stand out directly and you have in picture the reading path of your prospects.
Because the positioning of your CTA, slogan, price, offers, explanations … are of great importance in the conversion process, this technique is probably the most developed today for define the ideal location for each of these elements.
Another technique to use, less expensive, the user journey interview. To verify the correct understanding of your website, test a panel of your personas and without guiding them, ask them to produce a specific action. For example, “Buy a pair of navy blue shoes for men on your site”. Then check live how your user reacts. Does he get lost? Does it bounce back? And above all, does it achieve its ends?
All these techniques will allow you tooptimize your website as much as possible and above all make it ultra efficient for YOUR prospects!
Create new wireframes
Once you have put forward the needs of your prospects, rework the structure of your website using wireframes (functional models). Several software, such as Axure or Balsamiq allow you to create the framework of your pages in just a few clicks.
“Think user”: marry SEO and UX
Yet very divergent on certain points, SEO and UX are almost inseparable today. They share many common indicators:
- Internal and external links
Previously used to satisfy search engines, they are now used with “user” logic. UX therefore think about the location of the links and their relevance according to SEO, but also according to the needs of future prospects.
The content of a site must be structured and prioritized. Reading must also be clear for users and for robots with the use of words in bold, quotes in italics and especially the presence of keywords.
- Integration of the website
Work on HTML formatting tags is essential. They are read and understood by search engines and facilitate the reading of your prospects. For example, many websites do not respect the hierarchy of titles. However, it is important to use “h1” before “h2” and so on.