Alex Bennert - Beyound Ink  - Getting the Second Click

How you can use your log files

• single access pages (user intent not met, bad page design or dead links)  - Either they came via SE and did not find what they thought - going to Fenway Park to see the socks and want to see if my seats are good)  Type in "seating fenway park" to Google and here’s what I get - a page that gives me nothing.
• Signle acces pages - exit pages

User intent not met

• use log files to identify entry pages witha high abandonment rate
• there are two things to look at in Single Access page - if they stay 5 seconds and they left because they were not interested.  Also when they read longer and did read the copy you might find there’s no call to action so they left.

Bad page design

• brade up the content

Poorly Formatted content

Poor Navigation (big wide text is a strain on the eyes).

• be consistent in location and appearance
• use convention - don’t get cute or creative
• offer multiple navigation methods- there’s no such thing a the average web user

Multiple Navigation Methods

• primary navigation
• site map
• embedded lilnks
• site search

It’s important to have all of these methods as different people navigate in different ways.

Lack of Credibility and Dead Links

Comment: The speaker was good but I found she jumped around a lot and it was hard for me to follow all her slides and get the most I could have - I’d have rather she was a little slower in her persentation.