When it comes to goading a user into action, your best ally is the website itself. It knows which of the attributes are the most seductive, what colours, which copy, which architecture, etc.
We only need to listen to our website to obtain all this information. The problem is that we are pretty deaf.
How can you get your website to talk to you?
There is no better way of getting it to talk than by taking measurements. Right from the very first time we analyse it, the website can tell us a huge amount: so much so that, for most people, it?s as if it said nothing at all. This is where hearing problems start.
Don?t shout at me; I can?t see you
To overcome hearing difficulties, the best way is not to get your website to tell you more, but to choose the question carefully. Focusing the problem will help us understand the answer better.
We must turn to the scientific method, trial and error, measuring the new option against the current one.
After that, the website will start to speak loud and clear.
He who seeks? will find
The website is a gossip by nature; it?s dying to tell us things. Unfortunately we do not understand it, and do not want to, either.
Any website is full of tools which provide valuable information. One example is the internal search engine.
These days, there isn?t a single website worth visiting that does not have an internal search engine. It?s major purpose: making the surfer?s job easier? Is that all? Yes, for most people.
The best ones perform statistical analyses to check that the tool is working correctly, but the internal search engine is most valuable when it is giving us clues as to what users are looking for on our web page.
Analysing the content entered on the search engines can be the key to determining what the most valued features of a product are and this can help us design new prototypes which are guaranteed to succeed.
Unfortunately, most people do not know how to conduct this kind of research.
In short, are you deaf? Well, use the measurement ?whisper?.