• June 21, 2017

Unfiltered Chat: Value of a Website & Quick Do’s & Don’ts on UI/UX

Unfiltered Chat: Value of a Website & Quick Do’s & Don’ts on UI/UX

Dan Allard from Fresh Tilled Soil hosted office hours earlier this week and I ended up participating. I’ve known Dan for a while but hadn’t connected with him in a few years so I took this time to grill him a bit on the value of a company’s website and some UI/UX tips and tricks.

Check out our conversation below and if you’re interested in joining or getting connected to Dan send me a chat invite.

Dan, thanks for popping online today. I know that you’re a man about the tech community but tell me more about Fresh Tilled Soil and what exactly you guys are up to. Maybe 2-3 sentence, elevator pitch.
3:30 pm
No problem Greg. Fresh Tilled Soil is a UI/UX agency focused on helping companies of all sizes improve their digital experiences to grow their business. Digital experiences could be either their websites or their digital products / web applications.
3:33 pm
Alright let’s focus on websites for a second. I’m curious, with so many different distribution channels, landing pages, and sign up flows out there (for any given company) are home pages/website, whatever still relevant?
3:35 pm
For context, I see most big brands driving people to social channels rather than homepage, as an example.
3:36 pm
Social platforms are great for pushing content out quickly to people/potential customers and all companies need to do that. But we’re still seeing companies invest in their websites because that’s normally where all the links on social networks send users.
3:42 pm
Makes sense. What’s the most important UI/UX thing that companies need on their site in order go generate leads or more business?
3:42 pm
Think of it like a quick advice question on what companies need to do? Or examples of killer things you’ve seen/worked on.
3:43 pm
Because I know it’s more than just a form, and I’ve seen too many splash pages with just text input and can’t imagine they convert.
3:43 pm
I think companies need to spend more time talking to users / prospects. The amount of feedback they can receive in a short period of time can really help them make huge advances in their messaging and in their products. It’s definitely hard to get customers on the phone so it’s not necessarily an easy task.
3:46 pm
I also love testing imagery. People don’t read much on web pages so having custom photography also helps out a ton in getting your message out.
3:48 pm
On testing… do you recommend a/b testing text, button, colors, images etc? And if so, at what frequency should you change them up.
3:48 pm
I don’t know about everyone else but I get anxious and want to jump the gun.
3:49 pm
And before I forget, how many customers should you chat with? Or what’s a good sample size?
3:50 pm
I recommend you should test everything. Content, imagery, colors, font styles.
3:50 pm
Regarding frequency, you need to make sure you’re getting enough feedback. If it’s just user testing 12 or so people should be enough. If it’s on a live website a few hundred users should tell you enough about the testing. Just make sure it’s the right target audience/ user persona.
3:51 pm
How do I know if it’s the right audience/persona? Is that something I’ll find in google analytics or something like that?
3:52 pm
Much easier to do if you’re running an in-person user test. For a live site we’ve tested with PPC campaigns. Most of our customers come to us knowing their target persona. If they don’t we’ll spend time interviewing their clients to make sure we have the right ones identified.
3:56 pm
Alright, makes sense. Before we bounce, can you give me a few more do’s and don’ts on UI/UX from a splash page perspective. What are the must haves to ensure conversion and what are the big no, no’s and shit to avoid?
3:57 pm
Sure. Do test content and imagery and have a very clear call to action that you want the user to do. Don’t try to do too much on a single page. People have very limited attention spans so make sure to keep it simple. Lastly, the companies brand is something to pay attention to and think a lot about. Quite often we see it’s an after thought and that can really effect conversion optimization.
4:01 pm
Alright branding, new convo for a new day. Thanks again for the quick chat Dan.
4:02 pm
No problem. Have a good one Greg.
4:03 pm