October 7-10, 2012, in Milwaukee, Wisconsin

Session Details

Designing for next steps (a forward moving user experience)

#MCS5 Marketing, Content, and Social Strategy Track

102 A & B, Frontier Airlines Center


Getting a visitor to your website is only half the battle: how do you keep them? A lot of attention is put on the "action" items on a homepage but it's more likely a visitor is landing on an interior page from a Web search or link. Every visual element, content or cue makes an impression with your visitor and influences what next step they take. The last thing you want to do is leave your visitor at a dead end or continuously force them to use the “back” button. With each page having a defined “next step” it gives your visitor a forward moving Web experience. The idea is more than just bigger and brighter action buttons. Your goal is the design an experience to make your visitors care. This session will walk through real life examples to identify common pitfalls and successful approaches, provide techniques to objectively look at your communications from your audience’s point of view and highlight tools to measure and track success of your communications.


Nick DeNardis
Associate Director of Web Communications, Wayne State University

Nick DeNardis is the Associate Director of Web Communications at Wayne State University. As host of the video blog, EDU Checkup, he reviews higher education sites from the point of view of a first time visitor, while critiquing the design, information architecture and code of the sites. He is the curator of EDU Snippits, a hand picked selection of inspiring and unique higher education web elements. He is a respected speaker at conferences on subjects ranging from Web design, mobile, accessibility, and analytics, and also writes for the award winning higher ed web development blog .eduGuru. He is also one of the directors of TEDxDetroit.