In a previous post we talked about high-level strategic principles that marketing should aim at in creating promotions that users pay attention to and would act upon. That is, Web marketing should work with users’ expectation and present a clear user benefit in order to engage users and drive conversion.
In this follow-up post, we’ll talk about specific, actionable content writing and creative design tips that will bring those principles to life and result in great user experience.
All of the tips below are derived from what we saw through many user interviews and reflect user opinions rather than mine.
1. Provide Only Useful Content, with Value Proposition Presented Upfront
User experience of marketing? This is a tricky topic.
Traditionally, marketers never thought of user experience much because they believe marketing is all about pushing something to users, and user experience can and should be sacrificed in the name of selling services and products. On the other hand, user experience professionals or UXers, as we fondly call ourselves, hold disdain towards such marketing practice because we feel marketing, albeit a necessary evil to keep a business profitable, inherently undermines user experience through aggressively promoting business at the cost of seamlessly supporting user needs.
These are all false assumptions: User experience and marketing can and should come together in driving business success, without compromising user experience.
How? By adopting a mind set of aligning marketing to user needs. Here’s a list of to-dos: Continue reading
We all want to collect customer feedback, right? Then you might have heard of market research and user research, methods that allow you to systematically gather and analyze customer feedback. But then again, you might be wondering, what’s the difference between the two?
For most of you, I guess, you couldn’t care less about the nomenclature as long as you get the customer insight you want. However, in the corporate world, these two functions do belong to separate departments and, as such, you do need to know which one you should turn to if you seek their help. Even if you hire independent consultants or do it by yourself, a basic understanding of the two approaches would help you get high quality customer feedback.
Market Research — Focusing on Monetization
Wow, that’s an interesting way to get the products in front of you!
Ok, I was using AVG AntiVirus FREE version to do a routine scan of my computer, and yes, no virus was found! And then, it asked me whether I wanted to analyze my computer’s performance. I thought, why not? So clicked “yes” and then saw the screen below after a few minutes.
Upon seeing this, if you were me, what would you do? Continue reading
I’ve talked about the business importance of developing a robust customer experience ecosystem or CXE in previous blog posts. Here, I’ll walk through a case study to illustrate how to design a CXE. In this example, my first step was to diagram the current customer experience based on a thorough understanding of the UI workflow and user needs and behavior. Below is a hypothetical CXE created in such way:
© Frank Guo 2012. All rights reserved. Continue reading
Traditionally, user experience conversations focus on usability, user interface, and design, all related to human computer interaction. This approach unfortunately limits the role of user experience in companies’ strategic planning, because for most businesses, the digital space is but a part of their clients’ touch points with the products and the brand.
Here’s an example. Costco has a multi-channel retail business model, leveraging both a brick-and-mortar store front and a website. There is also a catalog as a third channel. Continue reading
I was on the eHow site looking for a way to grow my bird of paradise plant better, then I came across this screen: a 3rd-party ad by Practice Fusion, a digital health record provider.
A Bad Web Marketing Example