Beyond analytics: How is your content really performing?

Breakout
Grand 1-2
Wed, Nov 08
1:40 p.m.-2:30 p.m.

A lot of content testing is focused on traffic, navigation paths, and conversions, but that leaves unanswered questions. What’s actually influencing user behavior? What impression is the content creating? It’s not just the messaging, architecture, or design. You can do all those things right and still not know if you are reaching people.

The content is what’s really creating impressions, and small changes can lead to big improvements if you understand user behavior, engagement, and perceptions. Learn techniques you can use to dig deeper than the analytics to better understand visitor behavior, make informed decisions, and create more effective content.

In this session, you will:

  • Discover tools and techniques to evaluate how your content is performing.
  • Learn strategies to test whether content is answering users’ questions and priming them for action.
  • Learn how to save time and resources and focus on the content that generates results.
  • Improve your writing and strategy by better understanding the impression your content is creating.

About Melissa Beaver

Melissa is Director of User Experience at NewCity. She loves peeling apart complex user interactions and uncovering unexpected nuances in the way they use technology. She came to the UX field by way of graduate studies in information science, human computer interaction, French, and musicology at Indiana University Bloomington, where she became fascinated in how music evolves structurally in response to cultural change. She’s given up the grad school caffeine habit (sort of), but still loves poring over data to discover patterns in complex information systems (like websites).

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