Web strategy, Usability, Web content

2. > “ The Buddha, the Godhead, resides quite as comfortably in the circuits of a digital computer or the gears of a cycle transmission as he does at the top of the mountain, or in the petals of a flower.”

4. > “ The place to improve the world is first in one's heart and head and hands, and then work outward from there. ”

5. > 1. Web strategy

6. > Why a web strategy Without a strategy, Time and resources are easily wasted, We suffer from an “ad hocracy” We end up in a constant state of reaction Web strategy

7. > Who is your website for? Web strategy

8. > “ The test of the machine is the satisfaction it gives you. There isn't any other test. If the machine produces tranquillity it's right. If it disturbs you it's wrong until either the machine or your mind is changed.” Web strategy > Users

9. > XKCD Web strategy > Users

10. > “ The test of the site is the satisfaction it gives your users . There isn't any other test. If the site produces tranquillity it's right. If it disturbs your users it's wrong” Web strategy > Users

11. > What does your site provide? What are users looking to do? Does the first satisfy the second? Web strategy > Users > Satisfying needs

12. > XKCD Tranquillity: Make sure you give them what they’re looking for Web strategy > Users > Satisfying needs

13. > How well is your site performing? (Analytics) Web strategy > Analytics

14. > “ With analytic thought, the knife, is applied to experience. Something is always killed in the process.” Web strategy > Analytics

15. > Take as much as you can from analytics (which is heaps). But remember it isn’t the full story (eg “were you satisfied?”) Web strategy > Analytics

17. > Analytics > Goals Web strategy > Analytics > Goals

18. > “ You look at where you're going and where you are and it never makes sense, but then you look back at where you've been and a pattern seems to emerge. Web strategy > Analytics > Goals

20. > Web strategy > Analytics > Goals Forms as goals

21. > Web strategy > Analytics > Goals

22. > Web strategy > Analytics > Goals

23. > Web strategy > Analytics > Goals

24. > 1. Locate form in Matrix Admin Interface 2. Create a new "Standard page" - this will be your new confirmation page (ensure it has appropriate confirmation text). Located this under the custom form asset, next to form contents 3. Create a "redirect asset" that redirects to your new standard page. 4. In the form's "Thank you" Bodycopy, create a “raw html, nested content” div - make this nested content the redirect page asset 5. Test your form (make sure you can see the new confirmation URL) Using this URL in Google Analytics for your goal Note: Ensure form is not being cached (System Managment/Cache Manager) Web strategy > Analytics > Goals Setting up unique form confirmation pages in Matrix for Google Analytics goals

26. > A/B Testing (Analytics) Web strategy > Analytics > A/B Testing

27. > “ For every fact there is an infinity of hypotheses. ” Web strategy > Analytics > A/B Testing

30. “ An experiment is never a failure solely because it fails to achieve predicted results. An experiment is a failure only when it also fails adequately to test the hypothesis in question, when the data it produces don't prove anything one way or another.” Web strategy > Analytics > A/B Testing

31. >

32. > 2. Usability Web strategy > Usability

33. > “ The test of the site is the satisfaction it gives your users . There isn't any other test. If the site produces tranquillity it's right. If it disturbs your users it's wrong” Web strategy > Usability

34. > Rules of thumb: 1. Clear and concise (see Content ) 2. Obvious choices 3. Unambiguous consequences 4. Most important thing in the most obvious / prominent place Web strategy > Usability

35. > Implications: 1. Adopt conventions 2. Consistency 3. Every page should answer: “where am I?” “what can I do here?” “what should I do here?” Web strategy > Usability

36. >

37. > 3. Content Web strategy > Content

39. > “ Organisations invest tremendous resources on developing the framework for a robust user experience – fabulous design, robust content management infrastructure. Yet when it comes to the content itself, there’s often a gap . The end result is that the value proposition for customers can’t be delivered because the content is insufficient, inadequate, and inappropriate.” - Rachel Bailie Web strategy > Content

41. > Writing for the web Means making content: • short, • scannable, and • to the point (rather than full of fluffy marketese ). Web strategy > Content

42. > Writing for the web (Linking to Usability ) Every page should answer: “where am I?” “what can I do here?” “what should I do here?” Web strategy > Content

43. > Content strategy Friendly and human voice Information architecture Consistent and clear language Helpful and timely guidance Help users feel welcome, use a conversational tone When it works: “ This is friendly and encouraging” When it doesn't: “ This is uninviting” Use language that makes sense, consistently When it works: “ This make sense” When it doesn't: “ I don't understand” Leave a “scent” everywhere When it works: “ I know where I am” When it doesn't: “ I don't know where I am in the site” Give clear, friendly guidance and calls to action When it works: “ Now I'm going to...” When it doesn't: “ I think I'm done here” Web strategy > Content

44. “ The truth knocks on the door an you say, "Go away I am looking for truth," and it goes away, puzzling.”