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Digital Strategy
Website user experience is very important regardless of your industry. Research has shown that 88% of users will abandon a site that does not have a good user experience (Source: InvisionApp). 
 
But what makes a good user experience? There are some core principles that always apply, regardless of who your audience is. With that in mind, I decided to take a look at what those principles are and do a little case study.  UX is just one of the areas you should be investigating as part of your music marketing plan. It’s important because when you are trying to promote music online, if your user experience fails, your fans will abandon their purchase, leaving you missing out on revenue.
 
This year has seen the return of British pop group STEPS, and it’d be fair to say I’m a little excited about that, so I decided to use them as the basis for this months case study. As this is just an example, the objectives below are purely placeholders for the purpose of this review.
Core Site Purpose: Drive users to purchase or stream their music
Secondary purpose: Drive users to purchase tickets to concerts
 
In not surprising news, their return has had a pretty big impact on their website traffic:

Website Traffic Going Up

I love graphs that look like this, but the question is, they’re driving people to their website but is their site optimised to make the most of that traffic?

Let’s explore the 5 main areas that would impact and improve their site user experience:

  1. Responsiveness
 
51% of web traffic is now from a mobile device (Source: GS Stat Counter), so your site should be optimised for users to browse on that device without having to pinch and zoom. Sadly, the STEPS site is non-responsive. Now, while a lot of STEPS fanbase are likely (at least) in the 25+ category, that doesn’t mean we’re so old that we only browse websites via desktop. Making the site responsive will reduce their bounce rate, and get more people listening to their music.
 
  1. Ensuring your users are always sent somewhere useful
 
Linked to from their secondary menu, the band have a link to an audio player – which is an awesome idea – but unfortunately it takes the user to a ‘page not found’ error 😔 Making for sad steps fans all over the world. The lesson to be learned here is first to make sure you have a custom 404/page not found page and also that you put some useful content on this page. Direct your users back to something they’ll like or that drives to your primary goal.
 
  1. Have a link that drives to your primary objective above the fold
 
If trying to drive music purchases or streams is the main idea, make sure you give users the option immediately when they hit the screen. Don’t make your users look hard for your main goal, make it easy for them. Develop your content hierarchy and use tools like contrast, size and colour to assist users in determining what the most important action on the page is.
 
  1. Keep users within your world
 
Rather than driving users away from your website, give them as much of the experience they desire right there within your own domain. Don’t link off to your social channels too heavily as this will only drive users from your website. One way to do this, and help achieve the primary objective listed above, would be to add a Spotify streaming embed within the website. 
 
The music business has changed since STEPS disbanded in 2001. If you take Lisa from STEPS word for it, the internet wasn’t around 15 years ago. I’ll give her a little creative license with that, though it’s not quite true (if you want to know more about how the internet has changed in the past 20 years, check out our ‘What Is Digital Strategy’ video on YouTube). 
 
Nowadays, streaming is important, making up 51% of revenue for the music business in the USA (Source: RIAA). For STEPS to drive those streams from an audience, which, let’s face it, is on the top end of the millennial scale, you need to make it as simple for them as possible. So embed a Spotify player and let users stream direct from the website.
 
  1. Take an Agile approach, and test and roll and test again
 
One of the joys of the internet is the ability to test out changes and see real time impacts, so generate your hypothesis, make an incremental change and monitor the results. Make sure you’re not changing too many things at once, and that you allow your changes to get to ‘statistical significance’, which is a fancy way of saying that you should let enough users interact with the change to make sure you’re not getting results based on a small subset which may have behavioural anomalies. 
 
These 5 main areas are principles that apply to your User Experience regardless of what your industry is, or who your audience is. Always put yourself in your users shoes when you’re designing your site. Don’t be afraid to ask them for feedback – no one knows what your users want more than your users themselves. Then run a Net Promoter Score poll to help determine how the site is improving over time.
 
Now that you’ve done all that, reward yourself with a listen to STEPS latest single:



Lead image from UX Mag.
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Emerging Technology in Advertising, Product Management, SEO
We spend much of our time talking about digital strategy and how it can impact your business but don’t be fooled into thinking that it only applies to e-commerce sites.  

Smartphone penetration is now at an all time high (85% in Australia) and what that means is that Aussies are online a very high percentage of the time and use their phones for research on the fly. Need a bar recommendation in Melbourne? What’s the first thing you do? Google It. Need to find a good brunch spot in Bondi? Google It. Looking for a tradie to fix some things around the house? Google It. Looking for a piano teacher in the local area? Google It.  

That’s why it’s important that no matter what your business does you need to have an appropriate digital presence to make sure that you get found in the real world too.

User scenarios apply to all kinds of businesses:
– A massage and chiropractor who uses their site to provide information in their field and book appointments
– A boutique clothing store, who doesn’t sell anything online, but can provide information on the products they have in stock and opening hours
– Independent tutors and teachers who don’t work in schools but work for themselves

It’s important for a number of reasons:
– It’ll improve your brand recognition overall
– It gives you credibility

How many businesses do you use who don’t have some presence online? People are routinely doing more research before making purchases, so if you’re not online you won’t even make the draft.   Notice I say “presence online” and don’t specifically talk about mobile apps, websites or Facebook pages.

That’s because the most appropriate form of presence online is entirely dependent upon what your business is. It shouldn’t be a one size fits all approach but bespoke to your business. If you’re the type of business that takes bookings, then it makes sense to extend that online, if you’re a boutique store you may be best to focus on a great Google My Business listing which encourages people to rate and review you and if you’re an independent tutor then a website may be the most appropriate forum – supplemented by listings on things like Hot Frog.  

Spend some time researching how others in your field position their offering online and learn from it but whatever you do, don’t ignore it or you may find you become obsolete IRL (in real life ;)).  

Featured Image Credit: www.seo-plus.co.uk
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Emerging Technology in Advertising, Product Management, Publishing
Last year we wrote a post on ad-blocking, where we spoke about what it is and how you can take steps to protect your business model from it.

Next into the arena comes ad-viewability.   Put simply it’s the move towards ads that are at least 80% viewable on publisher websites and it’s come about because of the proliferation of ad units being served at the bottom of pages where the impression fires off but the user may never scroll to the bottom of the page and actually view it.

What this means for the agency or client is that they’re paying for an unit that the customer doesn’t see.   Agencies are now making moves to pay only for viewable ads, which the Internet Advertising Bureau (IAB) defines as 50% of the pixels in view for one second for a display ad and 50% in view for 2 seconds for a video.

Group M took a stance in 2015 stating the move towards at least 80% of their ads being viewable.   So what does that mean for publishers? Well it means that you’re going to have to take a long hard look at all of the ad placements on your site, lazy load them, and bring them more in view.

Do some analysis on how people use your site, where do they typically scroll down to and what do they click on? There are tools like Hotjar available to help you dive into the detail before you begin changing all of your ad placements.  

It also means you need to review the types of ads that you’re selling to ensure they’re appropriate for the placement and appropriate for the audience. Long gone are the days of filling remnant inventory with any old ad placement, which also means you need to investigate your business model and define a strategy to future-proof your revenue.  

If you need some help thinking through the best way to go about it and what the options are that are open to you, contact us for more info.
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Publishing, SEO
SEO can be a complicated beast to the uninitiated. There are no real rules published by Google so it really is a skill-set that is entirely based on experience and history. These are our top 5 tips for SEO success – whether you’re in real estate or e-commerce.  

1.  Checkout how your site is rated in terms of speed
With the launch of its Accelerated Mobile Pages program, Google and the rest of the world is increasingly rewarding the speed of delivery. Run a diagnostic on your site and then fix the related problems. Not only will your search ranking thank you but your users will too. Recent data shared by Google shows that the probably of a user bouncing from your website increases by 32% when the page load takes 1 – 3 seconds.  

2. Use Unique Meta-Descriptions
Each of your products, or properties, should be set to include a unique meta-description that accurately describes your product or property thereby helping Google to find your page with more context.  

3. Don’t keyword stuff
You know what they say, less is more. Google’s code (or googlebot as it’s commonly known) is pretty sophisticated and it can tell when you’re trying to pull the wool over its eyes. So don’t go crazy on the keywords, use the most relevant ones and don’t be overly repetitive on the page. It knows when you have relevant content, so trust in its expertise and make sure the content makes sense for a human too.  

4. Review your site errors
If you’ve got lots of people coming to a page and not converting (either buying or contacting you) then it’s worthwhile reviewing your website errors and checking to see if there are pages not found or not loading properly. Good for the user, good for Google.  

5. Add a sitemap, and markup your data
If it’s available to you, use google rich snippets to give more colour and context to your content. You can use them for products, events, recipes, news articles and video. They’ll then show your content at the top of the page with a bit more detail – images, review ratings and descriptions.    

If you have questions on how to optimise your existing site without reinventing the wheel, hop on over to our SEO Strategy page.
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Agile, Product Management, Professional Development
Now that we’ve established what a product manager does, just how does that product manager prioritise competing requests that come from all areas of the business? In our mind there’s only one way to do this: Business Value.  

It’s important to note that business value doesn’t just refer to actual dollars brought in but to the long term value of the product and its users – all of which can easily be traced back to dollars, but it’s not just about sales!

There’s a common misconception that perhaps the way to make sure you get your requirement easily seen to is to be the best salesperson for that requirement. We reject that statement – strongly. It’s not about razzle dazzle, it’s about how valuable that feature is to the overall business.  

How do you assess business value?  
It’s not an exact science and it’s not expected to be, but it’s the best tool you have to gauge priorities in development. Take into consideration all angles:
– How does it tie back to the overall business and product vision?
– Is it a USP and something that will set you apart in market?
– What is the associated effort from the team to put it in place?
– Is it attached to a commercial campaign or will it drive user acquisition – how much of each is it worth?
– Are there other reasons you might consider doing it (to get an internal department on side for example)?  

Once you have all the answers to these questions it’s time to do some maths in your head. Add up all the pieces and then weight them relative to all the other requirements in your backlog. The ones that come out on top (have the biggest “bang for buck” so to speak) are the ones you do first.  

Now you continue to iterate on these calculations, always re-estimating and re-evaluating your bang for buck to make sure that your team is working on the items with the highest business value at any one time. By working in this way it may not always be obvious why you have chosen specific features (they may be hard to develop) or why you have said no to some features (when they are easy to develop but don’t tie back to the business vision) but you’ll always be working on the right thing.  

If you’re after a bit more insight into the overall agile product owner process, watch this video on YouTube.

Image Credit: Photo by bonneval sebastien on Unsplash
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Agile, Product Management
A friend of ours used to joke that the name of this company should be Vertical Slice because of the number of times we’d say it in a given day and how we’re forever having to explain to new people just what it means. It’s an agile term and yes, I know it sounds like we’ve drunk the kool aid – because we have.  

So, just what is a vertical slice? Well it’s one way of describing a software development practise that can be applied to pretty much anything in life and it boils down to this: rather than developing different pieces of the puzzle in isolation, instead, work on making the smallest possible bit of the puzzle all work together end-to-end first.

For example, if you were making a trifle you would start with a very thin mould (thin slice) where you layer all the ingredients in on top of one another, leave it to set in the fridge immediately (where it sets much quicker because it’s not the full cake), then take it out, test it out and see what it tastes like (the customer response).  

mke-agile-032014-slicing-the-cake-user-story-decomposition-4-638
There are lots of advantages to developing this way. In the first instance, because you’re making all the layers of the cake work together at the start, you inherently reduce your risk of blowing your deadline by working with technologies that might be difficult to integrate. You identify problems much faster, thereby giving more time in the project for thinking of a solution (rather than the converse which would leave you at the end of the project rushing to make layers work together).  

Secondly you get to demonstrate a version of the end feature to your customer much faster, meaning you can learn from their feedback about whether this was what they wanted in the first instance and what you can do to improve the feature based on their actual requirements (not just what you think their requirements are).  

Thirdly, it gives you the option to launch the full product faster. You cut out wastage in developing features and functions that are not desired by the customer (no matter how logical they may seem to the feature team) and, if needed, you can launch a solution that makes a date requirement but doesn’t necessarily have all the bells and whistles that originally were envisaged. Meaning you get to market faster than your competitors.  

We could go on but you get the idea. Take your requirement and boil it down to the simplest possible variation. For example, if your requirement is that customers can login to your site, and the full version has login across multiple different types of accounts, start by doing login just with Facebook. Don’t style it in your initial story. Boil it back to the basic requirements: – A customer can login from X device, using X browser, via their Facebook credentials This will give you immediate visibility of any technology problems and allow you to pivot your requirement much earlier without having wasted valuable resource on design.  

*Vertical slice slide borrowed from Dave Neuman @ Slideshare
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Product Management
In short, yes. These days the internet is accessed through a plethora of devices: desktop, laptop, tablet, mobile and even smart watch. So what do you do when it comes to designing your website and which device do you design for? The majority of internet traffic is migrating towards tablet and mobile – Facebook apparently has more than 70% of its access from mobile devices – so you need to design for them all, and the only way to successfully do that is to design responsively.  

1. Start with the user and the content
Content, content, content. Who are you building the site for and what types of content do they expect to see? How are you planning on connecting your content so that your user can find more content that is relevant to their needs? Think about the types of use cases that will be involved and what that means for your content length, style and tone.  

2. Make the decision to design responsively, not adaptively
True responsive design continues to change even after the page has loaded – unlike adaptive which loads the size of page most suitable for the device size it believes you are on. You can see this in action by dragging your browser window to make it bigger and smaller – if the site resizes, it’s responsive; if it doesn’t, it’s adaptive.  

3. Mobile First
Do the most difficult thing first, so now that you’ve established your content hierarchy, work out how that’s going to fit on the smallest possible screen size. What will it look like? Is it logical? Will someone be able to use it while they walk? Crack the mobile layout and the others will flow way more easily.  

4. Test and Roll
This should really go without saying, but make sure you’re testing your design, not just for functionality, but for usability. Don’t design for an end state that a user might not want. Technology moves too quickly now to do end state designs for every screen of a site, so do the design as part of an agile development process. You’ll thank me later.  

5. Make sure your designers and developers communicate constantly
A great design is fabulous, but if the effort to do that outweighs the business value associated with that feature then you need to revise the design – and vice versa. If the feature has masses of business value, make sure you tell the designers so that they can spend a bit of extra time on it.
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Emerging Technology in Advertising, Mobile Apps, Mobile Optimisation, Product Management
A study from eMarketer notes that adverts on mobile web gets considerably more click throughs than adverts displayed via mobile apps. It’s a fairly significant difference, with 35% on mobile web, and 26% on mobile apps. So what does that mean for publishers who run an advertising model? Likely that it’s time to pursue a two pronged strategy similar to the one that the New York Times has been attempting.

Give those customers who are new and find you via search, Facebook and other social channels access on the mobile web with ads and native sponsored content and focus the effort on developing apps which are single purpose and not free to download – similar to the New York Times Now app which is $6 per month and gives users a summarized version of the top stories from NYT.

These apps should be directed towards your loyal customers, who are coming to you because of the types of content you provide and the brand recognition you have built up. Key to this strategy is remembering the different use cases that your customers have on mobile, and then the difference use case between mobile web (often a push scenario which is more transient) and apps (a pull scenario which is more consistent). Monitor your results, and in true agile style – inspect and adapt.
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