Driving Conversions Through User Experience

Victor Yocco, Research Director at EY-Intuitive, joins the Content Pros Podcast to discuss how user-experience can make or break your brand’s success.

In This Episode:

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Full Episode Details

Victor Yocco - InstagramSetting a Pretty Tone

Website building platforms that make creating your brand’s online presence a straightforward process have become fairly commonplace. Their accessibility makes it tempting to cut corners on the website design budget but when 38% of visitors stop engaging if the content or layout is unattractive, it’s clear that this is an area worthy of investment.

But how to invest wisely? For Victor, it’s about approaching your website’s foundation from the user’s point of view. His experience of walking a mile in a customer’s shoes combined with advanced education in customer research has helped him identify three key values and their unique way to drive conversions. He combines this knowledge with some social math to help businesses rethink their online presence.

From research to wording, Victor can transform a company’s website from an underperforming landing page to a content rich, customer engaging sales tool.

In This Episode

  • How usability testing leads to more engaging and effective content
  • Why communicating with your audience means taking a break from the jargon
  • How personas lead to a more refined, sometimes re-calibrated, message and customer journey
  • The three different customer values and how they work in content creation


Quotes From This Episode

“How you’re bucketing your content or how you’re showing people the path to getting to content is critical.” —@VictorYocco

“You can use personas to identify not only what content might be most appropriate for people but when to interject it into an experience.” —@VictorYocco

“Some people are much more interested in browsing for content and others are much more interested in searching.” —@VictorYocco

“Understand what motivates people, what is going to get them to pay attention.” —@VictorYocco

“One of the highest value for time spent is to engage people who you want to have as your customers.” —@VictorYocco



What did you want to be when you grew up?

A self-confessed nerd since birth, Victor has always been into writing. As a kid he wanted to be a journalist or an author; basically anything where he got to write all the time. Having just published a book in June 2016, it’s safe to say that he has achieved his goal of becoming a professional writer!

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