NextStage has been helping businesses worldwide get actionable marketing to online and offline clients since 2001. One thing we've noticed in everything we've seen is that most marketing errors -- especially online marketing errors -- come down to only five things:
The good news is that you can figure out which ones are causing you problems with very little effort. The bad news is that each of these five errors and all possible others really come down to one thing -- not knowing your audience.
This article assumes you have accurate online audience information and focuses on the five redesign reasons listed above. We're going to go through each reason, first explaining how to know if a given reason applies to your online property and then explaining how to remedy each problem.
We'll start with some definitions:
This article is about helping visitors achieve their goal while giving you a conversion.
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Thank you, Srinivas, your comment is appreciated.I would suggest being cautious when updating a site simply to update a site without a good marketing reason for the change.First, a site is just as much as brand image as a logo itself. I explained this years back in "Usability Studies 101: Brand Loyalty" (http://www.imediaconnection.com/content/5440.asp). Modifying sites needs to happen because there's a recognized need. Engineers change things because they can, marketers because they must and successful companies change things because there's sufficient evidence to justify doing so.Just my opinion, though.And thanks for reading and commenting.Joseph
Just for a Change can be an Ideal reason - Simply!
Mr. Stamoulis,Thanks for reading and commenting, and too true! Conversions tend to rise almost like step functions, 10-20% for each page removed from the process. Joseph
Too many steps to conversion is a problem that many sites have. They make it too difficult for visitors to take the next step. Even if you can cut one or two clicks/pages/actions out of the conversion process you should see an uplift.
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