Web Content: Tips for Writing Great Links
Start with the link, not the sentence. Often, all you need is a nice clear link. No summary text. The link should be the first thing you think about. You should only add surrounding text if absolutely necessary. Write links like you would write a heading.
Web Content: The Art of Linking
Linking is the essence of the Web. Web professionals must focus primarily on links, rather than the content or technology. If you're trained as a content professional then you're trained to think about documents, manuals, articles, brochures. You're focused on sentences and paragraphs.
CXM: Defining Your Website Structure and User Journeys
Rob McCarthy | Nov 15, 2011
Creating a website structure and defining successful user journeys is an ongoing activity. It is a continually developing process as new technology changes and customer habits, expectations and norms evolve.
Adobe Project Adthenticate Online Ad Testing Tool Launched
J. Angelo Racoma | Nov 8, 2011
Adobe has recently launched a SaaS offering that helps businesses conduct A/B testing for rich media advertisements, which take into consideration various network- and hardware-based factors, such as CPU usage and user experience. A Platform for Testing Online Advertisements Project Adthenticate was created with the intent to help ad agencies
Customer Experience: Pavlov's Dogs Are Waking Up
There is a growing resistance to traditional marketing techniques. Today's customer is more logical, less emotional. "International scientists say they have found the first evidence of resistance to the world's most effective drug for treating malaria," the BBC stated in 2010.
Customer Experience: The Future is About Service
Gerry McGovern | Oct 3, 2011
Support is the new marketing. "There's no street address here," the woman said to me. I had just handed in my US Immigration cards at the pre-screening section of Dublin Airport. I grimaced.
Customer Experience: The Optimism Bias, or Don't Believe Satisfaction Surveys
Gerry McGovern | Sep 26, 2011
We need to move to an evidence-based model of understanding people's needs based on what they actually do, not what they say they do. The lady had just finished trying to complete 15 tasks on the website. "What did you think of the website," the organizer asked her.
Customer Experience: Help People Do Things, Don't Keep Them on Webpages
Your objective should be to reduce the amount of time customers have to spend on your website. A recent Jakob Nielsen article states that, "Users often leave Web pages in 10-20 seconds, but pages with a clear value proposition can hold people's attention for much longer.
Customer Experience: If You Want to Hide it, Emphasize it
On a website, lines are like walls, boxes are liked closed buildings and anything constructed to catch the eye is perceived as a marketing trap. I once dealt with a large product company that had a huge banner advertisement taking up half its homepage.
Customer Experience: Top Tasks Management for UK Councils
Gerry McGovern | Sep 6, 2011
"The design of the website should be focused on top tasks. No longer should organisations aim for the most comprehensive website possible. Less is better!" This statement comes from Socitm, the membership association for ICT management with members from 98% of all UK local authorities.
Customer Experience: Nobody Cares About Your New App
Gerry McGovern | Aug 22, 2011
Stop talking or writing about your new app, video, Twitter feed or Facebook page. Start making your customers' lives simpler, faster, cheaper. "Dear Gerry," the email from John Kavanagh, Loyalty Marketing Manager for Aer Lingus begins.
Customer Experience: What We Can Learn From Yahoo
Yahoo is an extremely popular website, yet its stock has performed really badly. Why? Because it sells stuff (banner ads) people don't want to buy. Carol Bartz, CEO of Yahoo, stated in 2009 that "My fortunes are tied to my pages.
W3C Project Targets Accessible Web Content Authoring Tools
Josette Rigsby | Aug 10, 2011
The World Wide Web Consortium (W3C) (news, site) has been busy making the web a more accessible place. In focus today is a project dubbed the Authoring Tool Accessibility Guidelines (ATAG) -- it aims to help software vendors make better web content authoring and management tools, including
Customer Experience: The Changing Role of Marketing
Gerry McGovern | Aug 9, 2011
Marketing has become everything you do. Everyone in your organization is a marketer. In classical management thinking, marketing, advertising and branding were often separate from the product and company. This is a particular type of thinking best associated with what is called Fast Moving Consumer Goods (FMCG), but has become