Here at Grandad Digital, we have developed a set of discovery processes to uncover insights and resolvable issues on websites regardless of industry. In this post we’ll explain our 5 step process in more detail and tell you everything you need to know in order to identify problematic content and transform it into effective content.
Step 1 - What are your goals?
You should begin by considering what you need your content to do. For example, does it need to build awareness, increase engagement or simply drive more conversions?
Create objectives based off of the below questions to help you define your goals:
-What do you need this content to do?
-Why are you creating this content?
-Where do you want the user to go from here?
Once you’ve written your list of objectives, you can review each one and check the performance of your content to identify any problems. If there is an issue, you now have a list to arm yourself for the next step in the process.
NOTE:
In some cases you may find that there are no issues, and that your content is indeed achieving what you need it to. Even if this is the case, you now have a handy reference to look back on and use when monitoring future performance against these set goals.
Step 2 - Look at what you have
By observing your current business model in a visual way, you can effectively take stock of the things you do have and immediately identify areas where there’s opportunity for improvement.
At Grandad, we do this by mapping out our client’s information architectures (aka IA, their structure) using visual tools to get a clear overview of what their customer’s journeys actually look like.
Map out the current information architecture for your business to better understand your customer’s journeys:
We recommend using post-it notes or a whiteboard so you can update your information architecture as you move through the process, however you should find a format which works for you.
This step allows you to clearly visualise the issues you’re having. You will be able to see the visual weight of your website; which parts are particularly bloated and where content may be buried/ hard to find. In short, it’s an easy way of seeing the blockers your users may be experiencing - highlighting where the problems are and where further work is needed to eradicate them. It can also highlight what steps need to be taken to make your customer’s journeys and experiences more aligned to your aims, and encourage them to convert from passive browser to active buyer.
Step 3 - MOT your content
Just like a car, the content on your site needs to be checked against a number of points to ensure that you understand how and why it is driving your goals.
Look at all aspects of your content objectively and ask yourself:
- Does it make sense?
- Is it relevant?
- Is it grammatically correct?
- Is it in digestible chunks or lots of big paragraphs?
- Is it repetitive?
- Do the images match what is written?
- Are there too many links on the page?
- Is it easy to find on the site?
By answering these questions, you can establish problem areas within your content and take the opportunity to correct them and make your content more effective.
TOP TIP:
Having visually interesting, relevant content which resonates with your user is key in converting them into an active consumer.
Step 4 - Don’t be afraid to track feels
The next step involves understanding your customer’s feelings and emotions throughout every step of their journey with your brand. This part of the process sees you take the place of your consumer and literally track how ‘the user’ is feeling/responding to each section of their travels through your IA.
List each click of your users journey step by step and note the blockers they may experience when trying to achieve their goal:
Make a note at each stage of any pain points/ positive reactions which arise as you try to move forward to the next part of your IA.
You’ll begin to recognise a link between areas with particularly prominent pain points and areas where users ‘give up’ and don’t proceed any further. Identifying these problems will be hugely beneficial to ensuring a smoother, more intuitive flow for your consumers in the future, making them much more likely to purchase and remain loyal to your brand.
NOTE:
Heuristic Analysis can be tricky to undertake whilst remaining objective. Make sure to remain neutral and not be biased in favour of elements you like. Distance yourself and your business will be all the better for it.
Step 5 - Further research and identifying opportunities
The first four steps should have helped you to identify any problems. The fifth and final step is to recognise and create opportunities to create good content going forward.
Conduct further internal and external research to further explore your findings:
- Review your competitors - What are they doing well? Where could they improve? How does your site compare?
- Build a list of reference sites that you like and admire (these do not have to be competitors)
- Talk to your customers - either Directly or through interviews and surveys
- Conduct an internal workshop - present your findings to a group of employees from all areas of your business and discuss their hypotheses on your customer’s journeys. Everyone has a different way of thinking and so this can help you identify any areas you may have missed.
TOP TIP:
In order to do this properly, it’s vital to have all your findings written down, so you can fully investigate and expand upon all the details you have learnt throughout the process.
Now that you have a checklist, you can make informed, strategic decisions when drafting your online content. You can create a well rounded brief with a true idea of your requirements that an internal or external team can work to.
Once the work is completed, you can check it all off against your list and feel assured that your content is achieving what you want it to and is being as effective as it can be.
You should aim to repeat this process over time and review your objectives and goals regularly. Your user’s requirements and expectations will change, so continual reviews will help ensure that their journeys continue to give a great experience with no blockers to guarantee that your website's performance remains optimal.
Let's review the steps below.
Step 1 - What are your goals?
Create objectives based off of the below questions to help you define your goals:
- What do you need this content to do?
- Why are you creating this content?
- Where do you want the user to go from here?
Step 2 - Look at what you have
Map out the current information architecture for your business to better understand your customer’s journeys:
We recommend using post-it notes or a whiteboard so you can update your information architecture as you move through the process, however you should find a format which works for you.
Step 3 - MOT your content
Look at all aspects of your content objectively and ask yourself:
- Does it make sense?
- Is it relevant?
- Is it grammatically correct?
- Is it in digestible chunks or lots of big paragraphs?
- Is it repetitive?
- Do the images match what is written?
- Are there too many links on the page?
- Is it easy to find on the site?
Step 4 - Don’t be afraid to track feels
List each click of your users journey step by step and note the blockers they may experience when trying to achieve their goal:
Make a note at each stage of any pain points/ positive reactions which arise as you try to move forward to the next part of your IA.
Step 5 - Further research and identifying opportunities
Conduct further internal and external research to further explore your findings, by:
- Reviewing your competitors
- Build a list of reference sites that you like and admire
- Talk to your customers - either directly or through interviews and surveys
- Conducting an internal workshop
At Grandad, we specialise in offering tailored digital solutions to your business problems. We can provide you with a strategic process to help you realise and action value driven goals, specific to the needs of your business.
Check out some of our solutions in action here, or get in touch.