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Content is key to delivering a successful user experience on websites, apps, and other digital properties. But what sets good content apart from the rest? This course takes you through the process of analyzing and reshaping your web content—not only text but also video, imagery, social interactions, and the metadata that underlies it all—to improve your SEO while refining your brand's voice. Learn how to construct meaningful content and measure just how successful your site is after launch. Author Patrick Nichols also shows you how to develop personas to better understand your audience and evaluate the needs of important stakeholders and influencers.
Once your copy decks are final and the content strategy is in place for launch, you're ready for the next phase. While the development team prepares for deployment, you can turn your attention to identifying ways to measure success. While you'll have made every effort to deliver exceptional content, you won't be able to gauge its effectiveness until it lives within an active user experience. Before your project launches, make sure your analytics tool is set up to track the right metrics. Some organizations will have teams dedicated to analytics. If that's the case for you, then you'll want to work closely with that team. If you don't already have an analytics tool, there are a number of free online options to choose from.
To learn more about online analytics, you can find courses in the lynda.com library. If you're unsure which metrics to focus on, think about the brand attributes your experienced highlights, and the desired outcomes for your content. Then, choose metrics that support them. Make a list of all the metrics you'll use to measure success. If a key outcome is to get more users to purchase products, measure whether sales are trending up or down. If a key outcome is for users to find self help information and reduce support inquiries, measure usage of help content and support case loads.
Your desired outcomes define key paths through your experience. Identify the steps along those paths and measure how often users are finding and completing them. If your project reworked an existing digital experience, for each key measurement you've identified, get metrics to compare before and after results. You should also track any user feedback systems built into the experience. Such as ratings, comments, or reviews. It's always powerful to demonstrate results through direct user feedback. Until an experience launches, you can't be certain how much it helps users achieve desired outcomes.
Define key measurements before launch, then track them to gauge the success of your new experience.
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