• Conversions and Persuasive Design,  Usability,  Website Planning

    Human Behavior & Performance Data: Lessons from Trees

    A field with trees and green grass.

    In a park anywhere where there are trees is a tree I’ll call Tree. One day Tree thought how nice it might be to check its data to study its performance as a tree. So it counted up its branches and leaves to see how many it had. Every season, year after year, Tree tracked its leaves and branches. It learned that during winter when it slept, its branches were bare. In spring, every branch lit up in a burst of color as it flowered and swayed in gentle breezes until each flower became a new leaf. Tree counted its flowers and how many became a leaf. And year after year, Tree grew taller and expanded its roots deeper into…

  • Conversions and Persuasive Design,  Hochman Consultants,  Usability,  Website Planning

    Is Your Website Rocking It?

    Woman jumping into the air wearing blue jeans with holes in the knees.

    Websites and a good pair of blue jeans have something in common. Unless we ask for validation, we aren’t really sure if either looks good. We may love how we look in tight jeans or straight leg or shredded knees jeans but have no idea if the cut is flattering or is the right choice for a date or meeting someone for the first time. The same is true for owning a website. We may love the design and think our web designer made choices that are in our best interests, but the truth is that unless your website is designed, built and tested by a professional with years of experience and skills out the wazoo, you have no valid…

  • Conversions and Persuasive Design,  Usability,  Web Design

    Discover Your Website Performance Pain Points

    If you rely on tools to test your website or application, you may never find what confused your users. Automated tools can show where problems are found within the code. Tools can look for specific pages and provide insights into how long users remain on a page and where they go next. However, they don’t have any idea why humans make the choices they do. SEO tools, page speed tools, mobile emulation software, and accessibility testing tools are not programmed to know what to do on a bad day when the car breaks down on the way to work and the driver must search for a local automotive service business. If you’re the owner of an automotive service station website, you need…

  • 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…