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CASE IV - Making that first impression online

CASE IV - Making that first impression online

First impressions on the Web can’t be taken back or changed; you only get one chance. A lot of emphasis is put on the homepage to build that first impression, but after diving into analytics, you’ll discover a different story. Most Web visitors are experiencing their first impressions on an interior page on your site and may never actually visit your homepage. This session will use real examples to outline the possible first impressions your visitors may have. Explore techniques to analyze those experiences objectively and tools to track visitor engagement.

Nick DeNardis

March 26, 2013
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  1. @nickdenardis #cased4 Associate Director of Web Communications Wayne State University

    http://wayne.edu/ Host of EDU Checkup http://educheckup.com/ Curator of EDU Snippits http://edusnippits.com/ Nick DeNardis
  2. @nickdenardis #cased4 “When my boss tells me to make our

    website more vibrant. It needs more movement, it needs to look fresh! I’m like...”
  3. @nickdenardis #cased4 Rough Stats 10% Email 15% Social Media 25%

    Physical invite 30% Internal page (from search) 15% Homepage (no referrer) 5% Paid advertising
  4. @nickdenardis #cased4 Can I trust this page? Is the information

    up to date? Can I use this as a resource in the future? What do they want me to do on this page?
  5. @nickdenardis #cased4 Google Analytics <script type="text/javascript"> var _gaq = _gaq

    || []; _gaq.push( ['_setAccount', 'UA-xxxxxxxx-1'], ['_trackPageview'], ['b._setAccount', 'UA-xxxxxxxx-1'], ['b._trackPageview'] ); (function() { var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true; ga.src = ('https:' == document.location.protocol ? 'https://ssl' : 'http://www') + '.google-analytics.com/ga.js'; var s = document.getElementsByTagName('script') [0]; s.parentNode.insertBefore(ga, s); })(); </script>
  6. @nickdenardis #cased4 A First Impression 1.Trigger external motivation to visit

    your site 2. Hook items on the landing page to peak interest 3. Action painkiller to drive them to a goal 4. Investment setting them up for the next trigger
  7. @nickdenardis #cased4 Cultivate Meaning The world is full of interesting

    problems worth solving Help others gain insights into your solutions Build the change you want to see in the world