Categories / Online Experience

Google Adds Instant Preview Images to Mobile Search

Google has added instant previews to mobile search. This changes the search experience and also has implications for the user experience of your site.

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Traffic is Flowing. Make Sure Your Website Isn’t a Ten Car Pileup!

Our latest webinar featured Mediative’s Usability Consultant, Ian Everdell, and guest presenter Lance Loveday of Closed Loop Marketing, in an information-packed 45-minute webinar. You can watch the webinar in its entirety now, on-demand. It’s one thing to drive traffic to your website, but it’s another thing to actually have it move through your website and interact productively. In this webinar, Lance and Ian examine some key ideas to ensure your website is effective. Lance presented steps under the heading of How to Double Your Conversion Rate. Convince yourself it can be done Convince your boss it’s worth trying Figure out where to start (Quick Wins) Create a testing road map Select the right testing platform Build solid test plans Test among good options Repeat 6&7 Lance provided excellent tactics for making the business case and figuring out where to start. Watch the webinar to get the details. Ian presented five key points for avoiding a metaphoric pileup of traffic on a website. Poor visual hierarchy Hidden calls to action Tricky forms Overdone or unnecessary Flash Poor error handling If you [...]

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Thank You for Buying… Now Buy Some More

You’ve maximized traffic. You’ve optimized landing experiences. You’ve spruced up forms and tested the heck out of your conversion path. Sounds like you’ve got your ducks in a row. Except for one thing. The thank you page. Seems pretty obvious, right? Lots of marketers overlook it – you’ve already made the sale (or download, or whatever), and in this age of data-driven marketing, it seems like traffic and conversions are all anyone (read: your boss) cares about. But remember all those things you learned in marketing school: it’s cheaper to keep existing customers than get new ones, the best time to upsell is at purchase… These people already trust you with their email address, credit card, and so on. Take advantage of that and keep them engaged! Using the thank you page to your advantage. You have a few options for what you could put on the thank you page, and what you choose will depend on your business goals and sales model. Before we get to the optional stuff, your thank you page should always include: Something that says [...]

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Why Can’t I Argue with Google (or Malcolm Gladwell)?

This week I was in San Francisco for Big Think’s Farsight 2011: Beyond the Search Box. I took copious notes but there was one comment in particular I found intriguing. Luc Barthelet, from Wolfram|Alpha said that their goal is not just to provide an answer, but show the route taken to arrive at the answer.  Then we’re free to question the validity of the answer. “I want to argue with a search engine. I want to be able to challenge its logic.” This was the first time I had ever heard this, but it immediately struck a chord. Why can’t we argue with Google? Why do we just accept its answers? How do we know they’re right? Of course, Google doesn’t really create an answer, it connect us with answers. But more and more, Google is disintermediating the source of the answer. For many searches, we never go beyond the search results page. We accept the answer as presented by Google, without ever questioning the rationale behind the answer. Why is arguing important? What could we gain from arguing with [...]

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What Star Trek Can Teach Us About Buyer Behavior

The voyages of the Star Trek Enterprise took viewers to distant galaxies, exposed them to alien species, and taught them countless life lessons (right?). But did you know there were also lots of lessons in there about buyer behavior? Allow me to explain… Red shirt, no real purpose = death. Granted, in Star Trek, including an alien battle makes the episode more exciting. But the story line is developed by the main characters, not that ensign you see for 6 seconds before he gets killed. The aliens didn’t have time to deal with insignificant, pointless Away Team members. Think about sinking resources and screen real estate into a part of your site that’s got no real purpose. Your visitors don’t need distractions like that flashy red button over there that doesn’t have any impact on the story you’re trying to tell. Data and human emotions just do not mesh. Data always struggled trying to understand human emotions. Even with an emotion chip, he still couldn’t quite grasp them properly. Analytics are great – they tell you what visitors did on [...]

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