Tags: Business, design, IA, Information Architecture, Usability
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.
Tags: analytics, bounce, bounce rate, Communication, Marketing, metrics, Online marketing, ROI, Search, SEM, SEO, Usability, Web Analytics
Someone lied to you if they told you statistics were boring. Website metrics show just how your audience is using your site and you ignore this data at your own peril.
A bounce rate is when someone comes to your site and immediately leaves. They bounce off of your website for whatever reason. A bounce is undesirable – you want people to come and stay on your website! Bounce is the opposite of sticky.
Time vs. Pages
I had always understood bounce determined by time – that this figure was measured from people leaving a site in a certain increment (usually 2, 5, or 10 seconds). So I was surprised when I read in Website Magazine that they asserted that bounce rate “is calculated by dividing the number of total page visits by those visits that did not result in an additional page view.”
Tags: Advertising, coffee, Communication, Decision making, global politics, guilt, Marketing, middle east, mideast, oil, Online marketing, petroleum, shame, Starbucks, water, water bottles
Updated: Welcome Fast Company readers! If you like the post below, don’t forget to subscribe. Enjoy!
This morning I was reading an insightful post at the QualityWriter.com blog where Phil mentions the new Starbuck’s ethos ad. Basically, for every couple of bucks they make selling this water, Starbuck’s will give a nickel to a poor, starving kid (examples Kebede and Abu found here).
I’m not going to comment on the usual rant material here. I find giving money to poor kids generally good, Starbuck’s and their ads generally so-so, and the taste of their coffee pretty damn awful. That aside, I did want to comment on the recent trend of water bottle guilt.
Fast Company details all of the stomach-churning, mind-boggling details in the cleverly named Message in a Bottle article from this summer. But the gist is this: a whole bunch of people thought they were doing good by switching from soda (“pop,” if you will) to water. Everybody felt good and felt better about themselves, too. Only after a couple of years and a huge increase in the water business, did we question all of the plastic bottles we were throwing away. All this while tension in the middle east rose and wars started and “oh yeah!” that plastic is not only clogging our landfills on the back-end, but it’s a petroleum product to start out with!
Hey, I’m not blameless. We recycle, but I’ll still buy water from time to time. But the sheer guilt that is growing at an exponential rate is what I’m fascinated in. The problem has a lot of angles – the environment, oil and global politics, waste in a country of plenty, the blur between what we need and what we want – so I thought we could use a little visual assistance. Though it is positively not comprehensive, I put together a venn diagram of sorts to being to plot the aspects of water bottle guilt (both the diagram and this post are positively facetious, however).
It features Kebede (or is that Abu?) in the middle of our messy little problem. In what way do you feel guilty about the burgeoning water bottle crisis and its effect on humankind? Click on the image below for some ideas:
Tags: Advertising, Communication, concert, concerts, Disney, Hannah Montana, HP, integration, Marketing, Miley Cyrus, music, OfficeMax, Online marketing, Usability
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I have a confession: I attended the Miley Cyrus – Hannah Montana show on Saturday evening. I am not a fan – suffice it to say I attended for the benefit of others. My future cousins in-law had a blast and I got to see a friend doing what he does best (thanks Jason!). Though difficult to concentrate in the midst of 10,000 pre-teen girls shrieking at top volume, I did see some rather striking examples of marketing done right. All of it was so smooth and so integrated into the show, I think it was an example of what entertainment will be like in the years to come.
- Props to sponsor HP for recording video segments run during breaks in the show that integrated their sponsorship with their (and Miley’s) charity work. It was the normal thing (“X percent of your new printer will be donated to Y”), but the production value was great and both kids and parents got the message.
- Award for the most ingeniously simple marketing scheme: OfficeMax. You might be asking yourself why HP and OfficeMax would be sponsoring a kid’s show, but the sheer volume of well-off parents was proof enough. I saw more limousines (Hummer limos included) than I have for any rock show. Regardless, OfficeMax was giving away signs at a table outside the main doors with a word balloon printed on the front. The idea was that the kid wrote something (“We LUV you Hannah!”) and held it up during the show. However, OfficeMax also included their logo prominently on the back of the sign. That way, each little kid was jumping up and down promoting OfficeMax to every person behind them.
- I noticed several un-uniformed young adults handing out what appeared to be surveys so, of course, I grabbed a couple. They start out pretty innocuous – age, gender (boy or girl, rather), frequency of interaction with Hannah Montana/Disney.com, excitement to see the show, etc. Then it asks you to name the sponsors of the show. A little weird, but ok. It only started to perk up my interest when out of the blue it asks about my printing frequency. Then the subsequent four questions are about my printing habits, with HP prominently in the first position of the multiple choice. The survey is a great touch-point, makes the child (or more likely the parent) notice HP’s sponsorship, and it provides valuable information to the sponsor.
In all, well done by the sponsors of the show. None of the marketing was too invasive, but it certainly did not get lost either. There were lots of chances to wrote down the URLs displayed on the video screens during breaks, most of which included a situation where the sponsor was providing content or an opportunity, rather than encouraging parents to visit the website and see our exciting new line of, uh, printers (snore…).
Of course, no Hannah Montana marketing article could fail to mention the PR stumble regarding MileyWorld.com getting sued for false promises, but let the parents fight that out. And I learned that the t-shirt sales (occurring inside the venue) were not sanctioned by the Miley or Disney – so the bootleggers were making tons of money off her image. The girl might only be 15, but her handlers should be all over this if it is true. They are needlessly tarnishing her reputation and losing tons and tons of money.
But regardless, I commend the marketing at the show. (And if you haven’t seen MileyWorld.com, check out the great benefits of membership – click on the “Tickets” tab, for instance.) Plus, I never would have listened to those songs otherwise, but many actually had a good message for kids, especially little girls. There was a song entitled “Nobody’s Perfect” and others that talked about the power of friendship and self-confidence. Sure, it’s a little schmaltzy, but the kids ate it up. And that’s what matters.