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Are You Reaching Your Members in a Meaningful, Relevant Way?
Monday, July 15, 2013 7:35 AM

“Nearly half of consumers who visit a web page leave in less than eight seconds.” This is the conclusion of research recently conducted Forrester Research, “Mainstream consumers tune out when information is not useful or relevant.”

Young prospective consumers have grown up surrounded by technology, content and branded companies vying for their valuable attention. They tend to abandon their intended task much more quickly when the digital experience is judged to be not usable or useful to them.

What are ways to build a good experience? Forrester Research offers several suggested best practices:

  • Evaluate your site and determining your users' needs. Use a web analytics package to build a starting point for measurements. Conduct an expert review of your site, and reach out to real users and find out what they want and need.
  • Redesign your site. Focus on fixing usability problems with known solutions, rather than reinventing. Adopt proven design methodologies and tools, rather than what you think might look pretty. Look to other industries for innovation and new ideas, and ensure the innovations are useful and usable to the user.
  • Ensure that your site supports your business. It should bolster your brand. You need to continually measure site performance against business metrics. And, finally, design with other channels in mind. Cross sell and promote other ways members can reach you.