Creating meaningful digital experiences
Webinar assets from 14 May 2020
We delivered free training on how to optimise your online user experience. Watch the recording of this digital experiences session and read the key takeaways. Don't forget to sign up for future webinars.
Watch the full webinar recording:
Creating meaningful digital experiences
Presenters: Lorna Greville (Education Account Director) and Pete Taylor (Director of Optimisation)
- What is digital success? - optimising the user journey, how to exceed your audience's expectations, real-life examples of great and bad UX
- Ideas for your digital experiences - platforms and experiences that drive strong engagement
- Measuring digital effectiveness - which metrics to use (and which not to use), myth-busting, refining your digital strategy
Useful resources and tools mentioned in the video:
Website UX testing
https://lookback.io/
A/B testing
https://marketingplatform.google.com/intl/en_uk/about/optimize/
Digital success and optimising the user journey
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- Clarity of purpose: What problem/pain point are you solving? Who is it for? What is your end goal?
- Put your most important information above the fold
- Offer free trials if you can
- Match your users' expectations, or if you don't, delight your user with the unexpected
Ideas for your digital experiences
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- Use PhDs and ambassadors to obtain valuable feedback, and get them to engage with your target audience
- Quizzes, polls, interactive learning tools, forums, webinars, virtual open days or campus tours, guest lectures, live streaming and TSR Talks
- Go where the students are - use their preferred platforms and social channels to engage (e.g. Tik Tok, The Student Room, YouTube)
Metrics myth-busting
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- Users don't have to stay on your site forever
- None of these metrics alone demonstrate a positive or negative digital experience: pageviews, bounce rate, time on site
Measuring the effectiveness of digital experiences
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- Capture both quantitative and qualitative data to understand the "what" and the "why" of online behaviour
- Qualitative methods: focus groups, market research, interviews, surveys, user testing
- Don't assume, gather user information and test, test, test