MGT 3862 Study Guide - Midterm Guide: Findability, Web Analytics, Usability Testing
Chapter 6: site design
Keys
• Accessibility
• User-centered design and usability
• Information architecture and findability
• Search Engine optimization
• Web standards
• Persuasion to deliver commercial results
Psychology of customer engagement
• Visual Design
• Web analytics
• Legal requirements
• Digital marketing planning & improvement process
Need to have goals
• Level of traffic
• Number of site visitors
• Conversion
Bounce rate
The percentage of time of customers viewing the page and leaving (without purchase)
• Home Page 15% to 25%
• Category or product page 35% to 55%
• Landing pages 25% to 40%
• Blog Post 60% to 80%
KEY VARIABLES FOR WEB DESIGN OBJECTIVES
Usability and accessibility
Two groups to consider when doing a redesign:
• Expert reviews
• Usability testing
Buying modes
There are two modes to choose from:
• Online Purchase
• Online Browse and Offline purchase
find more resources at oneclass.com
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Chapter 7: Traffic Building
ASPECTS OF TRAFFIC BUILDING
Targets
Technique
Timing
DETERMINE ADVERTISING SCHEDULE
Continuously
Pulsing
Flighting
SEARCH ENGINE RESULTS PAGE
1. Crawling
2. Indexing
3. Ranking or Scoring
4. Query request and results serving
4 COMMON INFLUENCING FACTORS SEO
• On-page optimization
• External linking or off-site optimization
• Internal link structures
• User behaviour signals
•
USER BEHAVIOUR SIGNALS
Search Engines have ways to assess the relevance of content based on how users interact with
it.
• Engagement with content
• Bookmarking
• Social sharing
PAY PER CLICK
Advantages of PPC include:
• Performance based payment
• Well-targeted prospects
• Good accountability
• Predictable
• Technically simpler than SEO
• Speed
• Branding
• Remarketing
Disadvantages of PPC include:
• Competitive & expensive
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
Information architecture and findability: accessibility, user-centered design and usability, search engine optimization, web standards, persuasion to deliver commercial results. Psychology of customer engagement: visual design, web analytics, digital marketing planning & improvement process. Level of traffic: number of site visitors, conversion. The percentage of time of customers viewing the page and leaving (without purchase: home page 15% to 25, category or product page 35% to 55, blog post 60% to 80% Two groups to consider when doing a redesign: expert reviews, usability testing. There are two modes to choose from: online purchase, online browse and offline purchase. Search engine results page: crawling, indexing, ranking or scoring, query request and results serving. 4 common influencing factors seo: on-page optimization, external linking or off-site optimization. Search engines have ways to assess the relevance of content based on how users interact with it: engagement with content, bookmarking, social sharing.
