Articles
Tag: behavior (page 6)
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WEM: Content Management Equals Continuous Improvement
Managing content can yield enormous rewards, but it requires a continuous improvement model. I was recently testing a website with customers when a simple error became evident.
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Content Strategy: Solving the Problem of Multiple Audiences
Having multiple audiences on your Web site is a challenge for the entire Web team, including content strategists. How do you determine the varying needs of your multiple audiences and solve their content challenges? Here's my approach. I recently had a strange conversation with a client. It went like this:
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WEM: Top Tasks Identification Method Explained
Whenever you get people to vote on a list of tasks, clear trends will quickly emerge. Over the last eight years we have done well over 100 top task identification surveys in six languages with more than 70,000 people participating.
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WEM: Understanding the Core of Web Engagement
The engage word is prolific these days -- its popularity far ahead of the practices which cultivate it. Tools are evolving to help, but they are probably best considered threads in the fabric, rather than the magic solution for your analytic and communicative needs.
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Web Optimization: 3 Key Elements of Task Based Website Management
As web managers struggle to improve their websites, it's increasingly clear that standard tools and practices are failing the cause. Here are 3 important guidelines that will pay dividends -- re-shaping how you approach web optimization.
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Web Engagement: Why Focus Groups Don't Work
The biggest problem in getting to know our customers is that they don't know themselves. Years ago, British Airways (BA) decided to introduce a new service for its first class passengers on long haul flights.
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Web Optimization: The Myth of the 3 Click Rule
The assumption that users must be able to access all content with a maximum of 3 clicks is simply false, and we have the data to prove it. Website, and Intranet, design has matured almost beyond recognition since the early nineties.
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Demystifying Web Engagement - Part 1 - Capabilities
I’ve discussed Web Engagement here for CMSWire before and in my last article I scratched at the surface of defining what web engagement management (WEM) is.
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Web Engagement: Old Survey Methods are Broken
Why traditional web surveys are broken. Did you ever get a question on a website that asked you to rate, on a scale of 1 to 5, the "interactivity" of the website? And did that sort of question puzzle you? You wouldn't be alone.
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Humanizing Your Content with Experience #smartcontent
When you think of your content strategy, are stories a part of the user experience? Randall Snare, Elizabeth McGuane of iQ Content thinks that telling stories should be a major component of your sales strategy. The Human Experience Think of your user.
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The Super Page - Making Websites Persuasive with Content Density
Conventional wisdom says web content should be concise. However, blind application of this rule is a mistake -- there are good cases for lengthy, dense web content. Web writers have been trained to write punchy value propositions and short copy.
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Web Optimization: Web Management Requires Minimalism
The most important decisions in web management are what you don't do, what you take away from your website rather than put up on it. Recently, while I was in Norway, I met Dag Wigum, the CIO of Schibsted, a Scandinavian media group with a highly successful web presence,
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Dell: From Customer Centric to Organization Centric
Dell began as a flexible and customer-centric organization. But as it grew it suffered big organization disease and focused on itself more than the customer. If you go to the Dell website today the first thing it asks you is whether you are a Home User, Small Business, etc.
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Interactive: Are Marketing Images Damaging Your Brand?
On the Web, traditional marketing images are increasingly being seen as useless annoyances by customers. They undermine the credibility of the brand. The two webpages were trying to get you to sign up for test drives for supercars. They were identical (pictures of the cars, video, etc.
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