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This partial audit of the University of Washington website was done using the Screaming Frog content audit tool, available from screamingfrog.co.uk. It reveals which website pages include well-written page titles and meta descriptions, and where they're duplicative, too long, too short (according to Google standards), or missing.
Jorgensen, Erica, 2023. Strategic Content Design: Tools and Research Techniques for a Better UX
New York: Rosenfeld
Jorgensen, Erica, 2023. Strategic Content Design: Tools and Research Techniques for a Better UX
New York: Rosenfeld
Radar (or "spiderweb") graph showing competitive analysis of content marketing assets for two competitors-- Company A and Company B.
Jorgensen, Erica, 2023. Strategic Content Design: Tools and Research Techniques for a Better UX
New York: Rosenfeld
Jorgensen, Erica, 2023. Strategic Content Design: Tools and Research Techniques for a Better UX
New York: Rosenfeld
A chart showing the element of Google's HEART framework for evaluating both user sentiment and behavior, which can help you iteratively improve the content customer experience.
Jorgensen, Erica, 2023. Strategic Content Design: Tools and Research Techniques for a Better UX
New York: Rosenfeld
An illustration of a typical content landing page with specific content elements highlighted. Each element could be scrutinized by using content research to ensure that just the right words are being used.
Jorgensen, Erica, 2023. Strategic Content Design: Tools and Research Techniques for a Better UX
New York: Rosenfeld
A horizontally oriented content funnel view showing a two-step user-experience flow with an 11% drop-off from Step 1 to Step 2.
Jorgensen, Erica, 2023. Strategic Content Design: Tools and Research Techniques for a Better UX
New York: Rosenfeld
An example of a web search result, with a clear, well-written content page title and meta description, helps users quickly tell if the content associated with the description will help them accomplish their Job to Be Done.
Jorgensen, Erica, 2023. Strategic Content Design: Tools and Research Techniques for a Better UX
New York: Rosenfeld
An example of a content messaging matrix that outlines how content to promote enterprise software addresses specific customer concerns at specific stages of the customer journey. For example, the second content asset reveals how much the software costs, because that's a top question prospective customers have very early on in the decision-making process: "Can my company afford this product?" The last asset, which is emailed to customers as they get closer to making a purchasing decision, includes a video that demonstrates how the software works, answering the question, "How easy will it be to get my company up and running using this software, if we purchase it?"
Jorgensen, Erica, 2023. Strategic Content Design: Tools and Research Techniques for a Better UX
New York: Rosenfeld
A sample user experience "funnel" view that shows a four-step user experience with a very low overall success rate of only 5.3%.
Jorgensen, Erica, 2023. Strategic Content Design: Tools and Research Techniques for a Better UX
New York: Rosenfeld
An example of a content writing style guide that highlights the words and phrases that were evaluated using content research. In this case, words or phrases that have been evaluated with content research are marked with the "Let's Be Clear" icon.
Jorgensen, Erica, 2023. Strategic Content Design: Tools and Research Techniques for a Better UX
New York: Rosenfeld
The dscout "Recruit" landing page mentions that the platform focuses on diversity and has more than 100,000 people ready to participate in research.
Jorgensen, Erica, 2023. Strategic Content Design: Tools and Research Techniques for a Better UX
New York: Rosenfeld
The qualitative (or "why") comments from Instagram Stories respondents provide feedback on why they preferred one version of the app over the other.
Jorgensen, Erica, 2023. Strategic Content Design: Tools and Research Techniques for a Better UX
New York: Rosenfeld
A sample content research roadmap shows dates, goals, and people who are responsible for specific tasks.
Jorgensen, Erica, 2023. Strategic Content Design: Tools and Research Techniques for a Better UX
New York: Rosenfeld
The "Recruit" landing page of User Interviews, which helps UX researchers find participants for online UX research.
Jorgensen, Erica, 2023. Strategic Content Design: Tools and Research Techniques for a Better UX
New York: Rosenfeld
An example of an actionability research question and result. In this example, 12 people out of 20 said they felt they were "very likely" to share their email address after viewing the landing page that was shared with them in the research study. Most other respondents were also likely to share, with only one person replying that they felt they were "not at all likely" to share.
Jorgensen, Erica, 2023. Strategic Content Design: Tools and Research Techniques for a Better UX
New York: Rosenfeld
These screener questions are intended to identify research participants who work in small companies with 10 employees or fewer. If a respondent answers "yes" to the first or second question, they will be allowed to participate. If they answer "yes" to any of the last five categories, they will not.
Jorgensen, Erica, 2023. Strategic Content Design: Tools and Research Techniques for a Better UX
New York: Rosenfeld
Buster Benson's Cognitive Bias Codex is a comprehensive, humbling look at dozens of types of bias.
Jorgensen, Erica, 2023. Strategic Content Design: Tools and Research Techniques for a Better UX
New York: Rosenfeld
The home page of Ethnio, which is a UX research participant recruitment site.
Jorgensen, Erica, 2023. Strategic Content Design: Tools and Research Techniques for a Better UX
New York: Rosenfeld
The UserTesting home page includes a link to its extensive resources section and a sample video from a user research study. UserTesting also offers a UserTesting University, a collection of articles and video tutorials to help you get up to speed.
Jorgensen, Erica, 2023. Strategic Content Design: Tools and Research Techniques for a Better UX
New York: Rosenfeld
A company-size filter, like this one from UserTesting, may not be flexible enough to suit your testing needs. In that case, you'll need to add additional screener questions.
Jorgensen, Erica, 2023. Strategic Content Design: Tools and Research Techniques for a Better UX
New York: Rosenfeld
An executive summary presentation slide that shows "before-and-after" examples of content. Content was iterated to reflect the insights discovered from content research.
Jorgensen, Erica, 2023. Strategic Content Design: Tools and Research Techniques for a Better UX
New York: Rosenfeld
The Button Conference home page (www.ButtonConf.com) touts that you can "come find your people." It's true that the support that the content community provides at conferences like this provides a feel-good boost that lasts for months afterwards.
Jorgensen, Erica, 2023. Strategic Content Design: Tools and Research Techniques for a Better UX
New York: Rosenfeld
Tracey Vantyghem included questions in her content research study that focused on the term "upperfield." The first question provided quantitative insights, and the second provided qualitative ones.
Jorgensen, Erica, 2023. Strategic Content Design: Tools and Research Techniques for a Better UX
New York: Rosenfeld
The UserZoom home page displays the many qualitative data formats available from a typical research study.
Jorgensen, Erica, 2023. Strategic Content Design: Tools and Research Techniques for a Better UX
New York: Rosenfeld
An example of a content writing style guide that highlights the words and phrases that were evaluated using content research. In this case, words or phrases that have been evaluated with content research are marked with the "Let's Be Clear" icon.
Jorgensen, Erica, 2023. Strategic Content Design: Tools and Research Techniques for a Better UX
New York: Rosenfeld
A sample output from a multiple-choice question (donut graph) for a usability study. In this instance, the most popular response was chosen nearly three times as often as the next most popular answer.
Jorgensen, Erica, 2023. Strategic Content Design: Tools and Research Techniques for a Better UX
New York: Rosenfeld
In this example, two research studies were run with different audiences--experienced and inexperienced information technology workers--asking them which name they would prefer for a new analytics dashboard. Stakeholders for this study hypothesized that more experience IT administrators would balk at calling a dashboard "simplified." Interestingly, this study found that both experienced and inexperienced IT administrators preferred the "simplified" label.
Jorgensen, Erica, 2023. Strategic Content Design: Tools and Research Techniques for a Better UX
New York: Rosenfeld
Here is a detailed response from one customer to the question, "Tell us why you chose the answer you did."
Jorgensen, Erica, 2023. Strategic Content Design: Tools and Research Techniques for a Better UX
New York: Rosenfeld
This product content team sprint spreadsheet shows how each content team member allocates some time each month to content research.
Jorgensen, Erica, 2023. Strategic Content Design: Tools and Research Techniques for a Better UX
New York: Rosenfeld
In this donut graph, which is an output from a multiple-choice research question, there's a landslide response. The most preferred response (with 14 out of 20 respondents selecting it) was nearly three times more popular than the second most chosen option.
Jorgensen, Erica, 2023. Strategic Content Design: Tools and Research Techniques for a Better UX
New York: Rosenfeld