06 takeaways from this talk:
There are plenty of people who are not very good web developers and not even necessarily good web designers, but they’re good at using the tools available to them, and if their design and message are good enough their idea or brand gets picked up spread everywhere.
If your blog requires serious interaction with your main website such as blog posts that allow for one-click shopping, then using the same CMS makes integration easier.
If you’ve already created a blog and later launched a website selling a product, it’s might not be necessary to move your blog over, especially if it’s easier to create a blog template that meshes with your main website.
Learning where online customers skip through content or that they fail to reach potentially important information at the bottom of a page can enable specific weaknesses to be identified.
There’s barely a product or service on the market today that customers can’t buy from somewhere else for about the same price, about the same quality, about the same level of service and about the same features.
If you truly have a first-mover’s advantage, it’s probably lost in a matter of months.
If you offer something truly novel, someone else will sone come up with something similar and maybe even better.
Identifying how long visitors to a site spend on each page can reveal how well it is serving its function of helping them find their ultimate destination on the site and how engaged they find it when they get there.
One day my manager showed me a horrible graph. It was pretty simple: the graph was steady, then it dropped straight down, then after a short period, the line shot straight back up and stayed level again:
“That’s what happens when we do the right thing”, he said while pointing at the drop, “and that’s how much money we lose. We tried it just to see how bad it was for our bottom line. And this is what the data tells us.”
“Wow,” I said, taken aback. My employer clearly had two options: “do the right thing” or “be profitable”. That was the position they had manuevred themselves into through a series of bad management decisions.
My manager then said, “More than half the company would have to lose their job in order for us to stop these tactics … so are you volunteering to be one of them?”
That was the day I learned I’d rather lose respectfully than win without honor. Once people become wary of your products or your business ethics, it’s game over. You can’t sustain for long, because you won’t keep your customers much longer.
Not to mention your employees.
Brands add value not in the product but rather within our minds.
That’s because our enjoyment is shaped by our expectations and these are molded by our memories.
We can all see when a website is too slow, is intrinsically non-ergonomic, or is sketchy and can’t be trusted.
Web developers do all of the messy, behind the scenes work, creating the engine that drives the functionalities and user interface.
They create the very essence of a website or webapp, working with a variety of technologies, the database, cloud services, servers of all sorts…
If you sell a product, then you need a good navigation system with a clear way for your visitor to understand how and why to buy your product or service.
Have a design that doesn’t take focus away from your product.
When it comes down to a real purchase decision, the unconscious mind’s desire to avoid risks can often make the choice of something new feel far less appealing.
Finding a way to live tests products, services, and marketing communication ideas is the only reliable way of evaluating consumer response.