Are You Designing for Usability or Sales?—Part 2
Did last week’s column on designing for sales leave you with enough empathy to recognize that your own website has several types of visitors, each with her own set of motivations, perspectives, and...
View ArticleClik here to view.
Redesign Time?
Companies are taking a hard look at their Internet initiatives. Many have decided it’s redesign time. I applaud the initiative, but I’m skeptical about execution. If we applied the same logic to...
View ArticleClik here to view.
Integrating Brand with Direct Marketing
The Web is unlike other media. Print, billboards, and TV are passive. Radio is intrusive. The Internet is a participatory medium. That means a prospect is a volunteer. She chooses how to interact with...
View ArticleClik here to view.
Are You Designing for Usability or Sales? Part 1
A handful of people misunderstood my thoughts about usability when I recently asked, “Does Usability Actually Sell Anything?” I’m a big advocate of usability as a tactic. In fact, I’ve written about...
View ArticleClik here to view.
Uncovering Solid Foundations for Persuasive Architecture
In one of my previous columns discussing the value and perspective of Persuasive Architecture, I’ve mentioned a specific process central to constructing the proper foundation —– Uncovery. As a process,...
View ArticleClik here to view.
A Land Beyond Usability
“Usability.” It’s the big buzzword these days. And if you ask me, it’s about time. Isn’t it amazing how many sites hang out a shingle that says, “I don’t care if you can’t use it, it’s cool.” If you...
View ArticleClik here to view.
Saying the Right Thing at the Right Time
Is email the killer app marketers yearn for? You and I have been bombarded with this question repeatedly. I’m not sure I want to get involved in the argument. Does email really need to be the killer...
View ArticleClik here to view.
Persona-Based Selling
We buy what we buy to remind ourselves and tell the world around us who we are. “Nothing is so powerful as an insight into human nature, what compulsions drive a man, what instincts dominate his...
View ArticleClik here to view.
An Offer You Can’t Refuse
I’ve discovered a really exciting new business. It offers 100 percent conversion from prospect to buyer. Does anyone else want in on the deal? Not sure yet? What if I told you that the market is...
View ArticleClik here to view.
‘What’ Must Come Before ‘How’
Unfortunately, many people (including lots of developers) confuse storyboarding with wireframing, or they believe that because they are storyboarding they have already done a wireframe. Nothing could...
View Article
