It’s a beautiful Sunday afternoon, and you’re having a nice walk in the park. A stranger approaches you, and he asks if you want a $10 gift card. Already skeptical, he pulls out a lengthy form and states that all you need to do is provide your date of birth, phone number, email, and fill out a survey in order to get the gift card. It’s crazy! Although a free gift card is tempting, he hasn’t done anything to make you trust him with sensitive information and, frankly, it isn’t worth the effort to fill out a lengthy form.
We all have those days. You wake up, go through your morning ritual, go to work, and do the typical tasks of the day. It’s almost the same thing you did yesterday, and you have a constant feeling of déjà vu. It feels like you’re going through the day on autopilot, and the monotony is killing you. You may feel like making some big changes in your life, but you also might have been burned by taking risks in the past. Because change is scary, you keep going through the motions even though things are just alright the way they are, but not really great.
I want you to take a second to imagine how much content you see in a day. From your mobile phone, to your laptop, to the TV at your favorite coffee shop, information is everywhere. The sheer amount of content that is available to us is overwhelming, and we do our best to ignore most of it. Occasionally something does catch your eye, but even then, it’s rare for you to read or watch it in its entirety. Think about it, even when you see a post in your news feed, you may like it or share it without reading it all the way through.
Think about it: some guy named Joe lands on your website from an ad campaign that both interests him and aligns with his awareness, and 5 seconds later he’s gone. He was looking for a product just like the one you sell, so why would Joe leave your website so quickly? You have a beautiful website that you poured a ton of money into, highly valuable products, he clicked through an ad that interested him, costing you $5 or even $50…and now he’s gone. What percentage of your web traffic is made up of “Joes”?
In this website analysis I take a look at a used car dealership site, using tools such as an artificial intelligence heatmap and gaze plot, shown below. I'm looking at value proposition, the five second test, navigation, usage of image carousels, and social proof -- all concepts that drive revenues and are in general critical pieces to plugging digital marketing funnel leaks.
This is a continuation from a previous article.
The core idea behind lean thinking is maximizing customer value while minimizing waste, or creating more value for customers with fewer resources. It comes from the manufacturing industry in the early 20th century, stemming from Toyota's innovations (who borrowed from Ford's first attempts), but is now applied to many industries worldwide. Check out lean.org for more information.
Digital Impact Optimization™ is all about getting users to act – whether it's getting them to your website via search or paid advertising in the first place, or, once they arrive, getting them to take desired, valuable actions and follow important journeys on your website, such as filling out the "contact us" form, purchasing a product, and the like.
There tends to be an all-or-nothing approach driven into our heads about web redesigns – either you redesign the whole thing, or you don't.