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Knowledge Based Website Design: A Better User Experience

Posted by | Jan 15, 2013

When it comes to the user experience, a knowledge-based approach to design is critical. The other option is what I call the “ignorant approach” to website design.

By ignorant I mean uninformed or even worse, badly informed. The user experience for the various forms of Internet presence should not be left to chance. It must be actively designed to support the business objectives of the site.

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Topics: Digital Marketing, Consumer Insights

Website Design: Are You Using The Ignorant Approach?

Posted by | Jan 9, 2013

Too often organizations take the easy way out in creating or modifying their websites. I call it the “ignorant approach to website design.” They turn their content over to a website developer/designer. The newly modified or created site is then launched. Is this your process?  If so, you need a new one.

I’ve seen it time after time whereby companies that should know better use the ignorant approach to website design. Many times the design is created without content. Other times content is turned over to a designer who then creates the look and feel, i.e. the user experience.

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Topics: Digital Marketing, Strategy

Conversion Optimization Is More Than Landing Page Optimization

Posted by | Nov 27, 2012

In the digital marketing world conversion optimization is equated with optimizing landing pages to get visitors to take the action businesses want. While important, optimizing conversion rates goes well beyond landing pages. It comes down to getting more bang for your bucks, i.e., a better ROI.

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Topics: Optimization, Strategy

Personalization: Key to Marketing Engagement

Posted by | Nov 20, 2012

Organizations often create their customer experience based on a profile of the “majority” of visitors to it. Is there a better way to create a user experience?

Designing a customer experience this way may or may not be a good beginning, but that’s all it should be. A better starting point is designing different user experiences for different segments of your customer base. Once that first step is in place, the next step is to personalize the experience based on what you know about individual visitors and their past behaviors.

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Topics: Optimization, Lead Generation, Consumer Insights

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