 Ready for some word camp story time Everybody hear me, okay Okay Today we'll be reading One fish two fish red fish blue fish. I figure after lunch you guys need a good bedtime story to get some rest Who here likes Dr. Seuss? Everybody loves Dr. Seuss Sit down kids One fish two fish red fish blue fish stand up here Blackfish blue fish old fish new fish. This one has a little star This one has a little car say what a lot of fish there are. Yes summer red and summer blue summer old or some are Some are old and some are new some are sad and some are glad And some are very very bad Why are they sad and glad and bad? I do not know go ask your dad Some are thin and some are fat The fat one has a yellow hat From there to here From there to here from here to there funny things are everywhere Say what a lot of fish there are Just think about it. Think for a second to yourself How many kinds of people are out there using the web? How many people are using your website? Are out there looking at it? How many eyes are on it? Site that you managed for your business or you created a designer or a developer? Look around this room here. We're all different types of people here Look around your community Around the world All these people are coming to on the web in this age to look at these websites and this information Different ages of people different ethnicities all different types of people Different backgrounds they all have different sizes They have different feelings on how they how they see things how they process things different by preferences and Different modes of communication now these are the fish that you're building your website for I mean people You need to plan your approach to your website to think about these people Now, of course, you can get in the web pretty easy nowadays You can grab a WordPress theme You can put it up on any number of hosts out there They have one click in style all ours. They have managed WordPress hosting now You can get on the web as easy as any time Ever now get your business up there or get your idea up there Anything up in the web? There's page builders. There's things like wicks and square space. That's what you drag and drop stuff all around You can hire somebody for a fully custom-designed website. You can pay anything from You know a couple hundred bucks to thousands and thousands of dollars and All these things are gonna make something beautiful for you Each and every one of these is gonna do something beautiful You can make a beautiful site From using a template theme that's out there You can make a beautiful site by paying tens of thousands of dollars to an agency But can you ensure that they're effective for your goals and the goals of your user? Now the good news is that there are people out there. They're looking for your website. They're looking for your product You see them all coming right here Trying to find you. They're all different. They're all the same in some ways Some have two feet some have four some have six feet some have more They all have come a long long way looking for you. So don't waste it Do not waste that opportunity because these people are coming out here to find you You have to make sure they can easily find the information they need for the decision-making the stuff that they're coming to Your website or they're out there looking for you for a reason Don't get in their way make sure they can find it So you're asking what kind of problem people may have through website Well, you know these people are looking for your product. You know, you have a nice looking website. What's the problem? What's wrong? We'll look at Ned here. Good Ned He's using a bed by all means tonight's bed. It's a beautiful bed. I'm sure They've worked with their bed designer and This was just the bed the client wanted Yeah, I want that beautiful bed. It looks amazing. I saw this bed in the showroom there I want one just like that It looks so great But they don't think of their user. They didn't think of Ned because Ned's trying to use a bed or the website and his head sticks out up here is feet stick out down there It's nice by the client's measures. It thought it was a nice bed, but by Ned's measures. It wasn't You're taking your customers You could be taking your customers and jamming them into an experience that's not made for them Oh, it makes me think of this cartoon from XKCD. We've all seen this. It's been on many many presentations I've seen this at pretty much every word camp I've been to I almost didn't want to use it because It's used so much, but it it brings true still. What are you looking for on a website is either what You think people want what they actually want it shows the school website here and what actually overlaps for what people are actually looking for on the website and what You know, maybe the designer or the Management puts in the website and doesn't always align you got a plan for and think about it We've all been to these kind of sites It's in presentations today. I saw a few people talking about this where They can't find the information they want on the website because not designed or or architecture thought out well enough to To get that information across We've all been there Hubs about to the survey I found along here said 76 76 percent of people said the most important factor in the design of the website is That makes easy for me to find what I want. That's not surprising at all. We all know that it's common sense That's why people are at your website But a lot of times we seem to ignore it Because we had these other things we're thinking about If you look a beautiful appearance cutting-edge interactive experience that only amounts for 19% in this survey that it here combined You need to concentrate first on making it easy for your users to find the information they want Because I know if you're a business owner For a designer for your developer if you're like me You do have your ulterior motives You all do You want to show off all that cool? because You want you know you can make these JavaScript animations awesome on the page, you know, you can put all these flashy videos up there Sliding images it looks cool. We all know that Is it effective? Sometimes sometimes not you do want that. I know we all done it. We've all want to feel feed our ego a bit with this And don't get me wrong. They can't be helpful at times when used right Don't do it at the expense of your user. Make sure they can find out The information they want make their decisions Your website should be like Mike here. Mike sits up in back Not impeding the user's progress when he doesn't get into And a quote Dr. Seuss here we like our Mike and this is why Mike does all the work when the hills get high Because Mike does the work when you need him to Mike is the user direction Mike is these kids direction pushes on a pill give them that little push when they need to get to the right information And leaves them in there in the right direction That's where your website needs to do it and you need to do when you're trying to Work in your marketing plan your website plan online Give them that little push when they need it get out of their way when they don't sit in back Now I came up to the presentation After reading bedtime stories my daughter She's four and a half years old now going on five and a girl a little over four and a half after reading these books over and over And over you know kids Day after day because they want the same ones again and again You know that and it's not always just day after day Sometimes you finish reading that book. They're like daddy. I want to read it again Yeah, and you get kind of sick to be that And that that little lady whispering hush. Yeah, and don't get me started in the bullfrog mush so But kids They have complex minds like ours, but they tend to approach things a little more simply when they want to have fun They make a paint and they make a painting, you know Monty the artistic You give them the paint set. They have five colors to work with What do they do? They draw a stick figure They write daddy up on top there. That's perfect. Daddy loves it. I don't know. I love it. My dad Now there goes that I'm sure you guys out there have kids love it too. That's a perfect thing for daddy Because they know what it means Now us as adults we're a little different We go to wine classes and learn how to paint and Mostly just drink wine Try to make things all complex a little too much and then kids and But you know then when you get home, you don't love it because you over analyze it Thinking about it too much, but kids have a simple stick figure in and It's perfect for the user. It's perfect for daddy because they love it even though it has eye over here and eye over there Your torsos as big as the house next to it. It's perfect for daddy So and the kids they're forward about what they want you to do So you're sitting home. Maybe sitting on the call watch coach watching TV Wonder where your kid is Okay, but the bathroom or something next thing here Daddy come wipe my butt So they let you know Exactly what it is, you know, they don't sugarcoat it at all. They'll let you know what they want you to do And what needs to be done so When you're building a website think about this think about your client maybe think like a child Because you have to break it down and think simply about your users and how to get your message across couple tips and This has been reiterated. I saw some great presentations earlier today Do your user research? Find out who your user is Find the different types of fish that visit your business that come to your website Find ones of your customers find out what makes them unique Find out what things they have in common How to best approach them do they have a little car do they have a little star Talk to your current customers good way to do it best way because they already know what's going on They're already experiencing your business. What need and they already have their pain points with it They've probably been on your website before if you ever occur at website and know what you couldn't fix with it What kind of stuff they're looking for? Talk to the people in your business who interact with their customers in all most who answers the phone They get tons of questions each day. I'm sure What kind of questions can you answer on your website? Then I'll save that time too because people are going to your website to find it The most phone calls about what type of things do people want from your business from your website? It's also cut down on time that people spend on the phone Create some personas about your customers. So you know who they are Types of things that you know, you know, like I said, they're ages. They're Ethnicities there are types of people that that come into your business. What type of things they like Creates personas. You know what kind of people are going to be you're me working with there Do some AB testing there was a great presentation just before this about AB testing. So you know what's actually working for these customers Plan for all the types of users All types users don't ignore accessibility issues as well earlier today if you went to the presentation we had a Great talk by one of speakers here who's blind a whole different perspective that brings to us about How blind people can approach and other people with accessibility? Process approach your website think about them as well Because you don't want to be giving the wrong types of information or information doesn't work to your customers to your users It's going to drive them away. It's not going to be of any use to them They're not going to find what they need Because you because you know you're not going to give a cookbook to a nook Because everybody knows that a nook can't read so a nook can't cook. So a good to a nook is a cook book Listen to Dr. Zeus Their tip is to ask your user to take action They want to find something or you want to leave them in direction They're there because they're interested about you It's just about your product Push them in that direction to try to get your product to try to make that sale Just like I said my daughter She's gonna let me know what you want. She's gonna tell me daddy come wet my butt But I wouldn't recommend wiping your customers but but put clear and concise come calls to action on your pages Now if there's a product your customer wants to buy Or something I want to sign up for leave them to it Make it easy make it simple for them Use a sense of urgency to relay the benefits not the features benefits Resonate with people much more than features If you're looking at selling a cell phone or a computer Talking about what kept processors in there and all these technical specs aren't going to sell the phone as much as showing Like Apple does in their commercials That you can share family moments Bring that type of message out in your calls to actions so you can get people to actually act Use recognizable visual cues There's some great presentations today earlier. I saw too about using While they be testing was good there using good buttons using Things that point in the right direction make sure people know exactly where they're going I just put this up here today Right before this because I started checking Facebook my phone Facebook here is Using asking me what to do here because they want people to start sharing their Locations sharing where they are sharing this data So they asked me are you at WCTC because they have my location data take that and they're tracking all of us but Take that take what information you have and find out about your customers so you can target to them Bring it right to them also Use interesting text and not generic words all the time try to find out things that work for your customers I found this online look at it here Then somebody will they change submit to support Haiti It increased the conversion by 16% and when you use find your gym again membership It gave a 213% boost in this study here on entrepreneur.com entrepreneur magazine You use something that's going to resonate with your with your customers with your users to get them in the direction They need to go here's some examples. I found two of some Calls to action that I really liked so Evernote up on top. I really like the tagline great tagline. He was there something here relate to Remember everything That's whatever note wants you wants you to do with this because they want you to store all your information there So you can remember it it shows the guy sitting at his desk all the information come down on all this stuff Is what he's putting into evernote remember? Great imagery putting with an imagery speaks to people a lot use that in your calls to action take advantage of that The one on the right I like their button text says let's start a new project together. It's nice and casual Make you think that you're working together as a team not a hard seller as a team We're working together and let's start this project. Let's get going on it and At the bottom left there for square. I think somebody else today pointed out how good square did it? Start selling today. That's their tagline in there It gives you that sense of urgency using today It lets you know exactly what they're about Square, you know, you put it on your phone your iPad swipe the car bring it with you anywhere. It's easy to set up You get a square reader Sign up for the app You're selling today. That's what they want you to know. They use great imagery on there as well showing Latest small business just they're easily making a sale Next one is to simplify Give the customers what they want And make it simple easy for them to get if your customers like to drink pink ink Make it simple for them to get The pink ink like this ink Focus. I'm showing them how to do that Sometimes that stick figure is the best like I said a simple drawing stick figure my daughter gave me It's the best I still recommend drinking wine though Make sure there's no barriers for users to get there to make their decisions To buy the product from you to get the information from you Otherwise, they're not gonna have a good experience. You're most likely gonna go away. They're gonna find somebody else. You can do it, too Make it as easy as possible for them unlike this This is Graphic I thought online about paying your parking ticket something you don't that's not parking to your parking passes in a parking garage So they don't like doing anyway. I Don't understand what you're doing. There are steps everywhere at least they're labeling the steps But one steps up here one step down there and you can't even follow anything there She was easy navigation and point people in the right direction to simplify it as easy as possible so you don't have These barriers up in front of your customers Think about the architecture on your website like how it's gonna flow the best for your users So they can get through the website and get through the process to find that information I mean looking at an example of some of the Giants out there who Which these companies dominate search? I mean Yahoo is basically going on a business and Google's everywhere But because over time Google hasn't really changed much they have a simple search box guide you right where you want to go They serve the ads up elsewhere and that and they make their money that way But Yahoo's always tried to jam so much stuff into their home page and that's I Believe at least one of the reasons why Google's started is so successful. They tried to Simplify things more than trying to make their home page be everything at once and just all that stuff they're obfuscates obfuscates the core user need so remember No matter if you buy a theme if you use some page builder out there you hire agencies and spend plenty of money on it Be sure to plan your website before you do anything Think of the fish out there Do your user reachers find out who they are Ask the users to take action leave them to the information they need and simplify it get right to your user's goals And today is gone today was fun tomorrow is another one every day from here to there funny things are everywhere