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The ABC of web 2.0 success using

The ABC of web 2.0 success using. Decision Acceleration Technology. Websites that read your customers’ mind. We need to familiarise ourselves with some Key Concepts in relation to how humans use web properties. Key Concepts . Why do Humans “do things” Need State

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The ABC of web 2.0 success using

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  1. The ABC of web 2.0 success using Decision Acceleration Technology Websites that read your customers’ mind

  2. We need to familiarise ourselves with some Key Concepts in relation to how humans use web properties

  3. Key Concepts Why do Humans “do things” • Need State • Target Actions How do Humans use the web to satisfy Need State? • Google Lexicon Gulf • Iconic Memory • Satisficing • Motivation Architecture You like potato and I like potahto, You like tomato and I like tomahto Continue

  4. Need State • Is a behavioural psychology term that describes the current focus of a human at any given time in response to a need they have such as hunger, desire to travel, project to complete. • Two implications for the web A map has no intrinsic value beyond helping satisfy a need state LET VISITOR KNOW THAT YOU CAN MEET THEIR NEED STATE How do you find out what the potential customer’s need state is? ..Easy ……..It’s what they type here DO NOT ALLOW ANYTHING TO IMPEDE SATISFACTION OF NEED STATE By showing clear & immediate routes to completion of Target Actions you satisfy the need state and prevent cognitive downsizing(induced by cortizol) which leads to irrational decisions (such as deserting your website despite having invested considerable time on it) and keyboard mashing. Key Concepts

  5. Target Actions The completion of Target Actions (such as buying something or making a booking) leads to satisfaction of current need state, the paths to Target Actions are provided by Navigation links. Target Actions hierarchy Need State Message Key Concepts

  6. Lexicon Gulf • However when searching for Target Actions in Google to satisfy their need state, humans are driven by what appears to them to provide the most likely path to the solution. You like potato and I like potahto, You like tomato and I like tomahtoPotato, potahto, Tomato, tomahto, Let's call the whole thing off Key Concepts

  7. Satisficing Steve Krug - “In reality when seeking services on the web most of the time we don’t choose the best option—we choose the first reasonable option, a strategy known as satisficing”. Time invested by qualified visitor on website (seconds) Likelihood of carrying out target action on your website to satisfy current need state Key Concepts

  8. Motivation Architecture Motivation Architecture is concerned with using intimacy words to lead the visitor to emotionally identifying with the website being viewed and then using power words (NLP) and calls to action to lead the potential customer to take action. Key Concepts

  9. Iconic Memory Human Decision Making • Inanimate environments such as the web means the brain uses pre-attentive Iconic Memory + Broca's Area to seek satisfaction of Need State Attributesin a webbrowsingcontext 3 second countdown leads to 70% to 90% bounce rate on websites Pattern matching in milliseconds Page viewrestrictedby Visual Acuity Key Concepts

  10. Let’s meet our 2 personas Liam • Liam is a busy self employed painter with a wife and 1 child. Eileen • Eileen owns a B&B in Cashel that has recently had significant money spent on its upgrading

  11. Let’s start with Eileen’s total potential market • People looking to book accommodation in the Tipperary area. + Organic Accommodation Providers

  12. Introduce the potential customer l’d like a cheap weekend away down in Tipp • He types into Google “low cost accommodation cashel”. • However Eileen has optimised her site for “Bed and breakfast” as a result Eileen doesn’t APPEARon the first pageand has no chance of competing for his business. • Then Liam types “weekend break tipperary” and again due to the Lexicon Gulf Eileen is no where to be found in the results.

  13. The result for Eileen • A – for APPEARING Low web visibility due to the lexicon gulf, poorly configured SEO and no pay per click ads As a result of A - Eileen gets this % of the potential market onto her website

  14. Let’s assume Liam types in exactly what Eileen wants him to and lands on her site Liam’s eye scans her home page looking for matches that his ICONIC memory associates with his search term (NEED STATE) such as “””low cost accommodation” “special offer”

  15. The result for Eileen • B+ for Bounce Rate As a result of little attempt to match the incoming need state of Liam, Eileen gets a B + with bounce rates of 50%+ As a result Eileen gets this % of the landing visitors to stay on her website

  16. Liam perseveres with Eileen To complete the TARGET ACTION of booking a weekend away he clicks the “Rates” page to satisfy his “low cost” requirement. He sees passive information with no Call to Action and BOUNCES

  17. How does Eileen do on C • C- for Conversion Low conversion rate as visitor is not sufficiently motivated by the site to undertake the Target Action. Eileen gets this % of the landing visitors to complete the target action on her website

  18. So to summarise for Eileen Back

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