We had the chance to interview Aaron Kahlow, CEO of Online Marketing Summit. (Happening right now in San Diego!) In this interview he expands on his Dreamforce session, Advance Online Marketing Tactics. He emphasizes the importance of user experience in order to know what your customers want and how they want it delivered. Read below for a summary of his Marketo TV interview and learn more about usability, user experience and how to tie it back to analytics.
Aaron’s tips include:
- Don’t confuse conversion with usability.
- Look at any given landing page you have concerns about and scan it for 2 seconds. See what the top three things that stand out and know that that’s what your users are going to see and drive into. Whatever stands out to you first, will stand out to them. Take 2-3 other people and have them do the same thing. You’ll have a sense, very quickly, how effective that page is, and how it’s going to drive them to what you want them to do.
- Make links actionable. Link the content to the word “Download” or the actual item, not “here.” This will also help with SEO efforts.
- Include footers. It anchors the eye, so your customer scans down the page. An action you want them to do.
Think about the two-way relationship between you and your customer or prospect. You want them to do something, and they want something from you. If you don’t balance user experience with landing page optimization, it will be a short-term game. You might get them through the funnel but they might have a terrible brand experience. You must have your prospects “follow the scent of information.” As long as they think they’re getting closer to the information they want, they’ll move in the direction you want them to.
To learn more, view the YouTube video below.