August 5, 2008 at 6:39 am | Posted in Barlow, Janelle and Claus Moller - A Complaint Is A Gif, Books, Business, Communication, Marketing, Online marketing, Usability | 4 Comments
Tags: Business, design, IA, Information Architecture, Usability
Courtesy of recursion_see_recursion via Flickr
Information architecture isn’t sexy. In fact, good information architecture (or “IA”) shouldn’t be something your website visitors even notice.
Information architecture is basically how your site is designed. We’ve all seen site maps – those are basically outlines of your IA. It’s the organization of your website, how things are arranged, and it needs to make sense to your visitors.
Unfortunately, not enough businesses focus on their IA or they assume their customers use their site in the same way they would. This blog post explains why you must pay attention to your IA and includes some handy hints to figure out if it’s working.
I Can See Clearly Now
The non-profit Institute for Dynamic Educational Advancement (IDEA) recently released a study called Finding Information: Factors that improve online experiences. One of the main findings was that visitors are looking for “simple, accurate, fast, and easily navigable web sites.” Visitors to websites reported feeling lost on websites or not knowing where their desired information was in much higher percentages than the designers of the websites.
Your designers may have the best of intentions and be highly creative, but it’s up to you to ensure your customers can find the information they need and know where they are on your site at all times.
Website navigation starts with your IA. Here are some handy hints to help you determine whether your website is easily navigable and, if not, how to start fixing it.
Continue Reading Handy Hints For Fixing Your Confusing Information Architecture…
May 9, 2008 at 5:51 am | Posted in Advertising, Books, Communication, General, Gladwell, Malcolm - Blink, Marketing, Ogilvy, David - On Advertising, Online marketing, ROI, Usability, Web 2.0 | 2 Comments
Tags: Advertising, Blink, Communication, Gladwell, market research, Marketing, Ogilvy, On Advertising, Online marketing, Research
I was freezing my tush off a couple of weeks ago at Wrigley Field and inquired to my good friend why he had made the unlikely (in my mind, at least) switch from marketing to insurance. It seemed to me that he was turned off by the manipulative and predictive nature of old-school marketing – as though statistics and market research would tell exactly how someone would behave.
Then, just yesterday, I read both David Oglivy’s chapter “18 Miracles of Research” in On Advertising and Hank Williams’ post Who Needs Market Research. The stars seem aligned to answer a few questions about market research, including: Why can I not rely solely on market research and how can the online channel help?
Sure, research is helpful to some extent. As Ogilvy said, “Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals. (pg. 158)” But you are making a severe mistake if you expect focus groups, polls, and testing to divine your strategy like a Magic 8-ball.
Market research (especially customer-focused research) must be taken with a sizable grain of proverbial salt. Here are four reasons why:
1. While I think there is some use of market research, I agree with Hank Williams’ hypothesis that content and experience are much more important. People cannot articulate an experience they’ve never had. Focus on producing good content and a good experience – not whether people claim that they understand how they think they will respond to a hypothetical situation. And even if you have the product or advertisement, do you really think people will respond the same way to it during a focus group at the mall as they would in their own homes?
Continue Reading 4 Reasons Not To Rely On Market Research Alone…