• Historical Articles,  Internet Marketing

    Your Secret Online Marketing Tool: Website Feedback

    This article originally appeared in the magazine, Search Marketing Standard, November 21, 2013   Editor’s Note – Usability plays   huge part in the success of your website, but it’s often given way too little attention in the rush to get a  website live. A  webmaster may think that if  a user is really interested in the product or service, they will struggle through whatever usability challenges are in their way in order to make their purchase. Alas, that is far from reality. Even small barriers in the way of   stress-free purchase can cause a  potential buyer to abandon the site and look for another business from which to buy. Furthermore, that tipping point of abandonment can occur at any point along…

  • Conversions and Persuasive Design

    Be the Dark Beer Website

    A view of a bar from the ceiling looking down at customers.

    It’s Friday night in a small town somewhere on earth. A website walks into a crowded pub, strolls over to the bar, orders a glass of water and doesn’t say hello to anyone. Another website, sitting two stools down, takes one last gulp of its dark beer, shares one last laugh with the dude sitting to his left and leaves his business card on the bar. Which website is going to complete its first conversion? Which website will leave an instant impression? Which website has a business plan? Of these websites, which brand will be remembered? Maybe the first website was at the wrong venue. Perhaps a yoga retreat was a better fit. If I was to guess, Website with…

  • Accessibility

    Accessibility and Inclusive User Experience

    There is growing interest in web accessibility around the world, with more companies seeking to make their web properties inclusive and user friendly for all people. Perhaps it’s to increase conversions, or create an ethical brand, but whatever the driving force behind the increase in accessibility testing and need for specialists, in the United States, there remains resistance. With the pending vote by the US Senate on H.R. 620, the amendment to the ADA passed by the House to change accessibility laws, I’ve been asked repeatedly whether a website should be accessible. Nearly every website usability audit or web design client I speak with places accessibility at the bottom of the pile of things to plan for. Educating them is…

  • Conversions and Persuasive Design,  Usability,  Web Design

    This Is The Website That Never Ends

    table with flowers

    There is a children’s song called This Is The Song That Never Ends, and it doesn’t. You can sing it for as long as you wish to, long past the point where you even know why are still singing it. Once you start, it’s hard to stop. Amazon is like that song. In fact, it’s the Crown of the web kingdom.  Once we started using it, we couldn’t stop. Web designers, intrigued by this phenomena, tried to copy the user interface, hoping that they too could create a website to mesmerize their users. “This is the song that never ends Yes it goes on and on my friend Some people started singing it Not knowing what it was But people…