The ABC of web 2.0 success

using

Websites that read your customers’ mind

Decision Acceleration Technology

We need to familiarise ourselves with some Key Concepts in relation to how humans use

web properties

Why do Humans “do things”Need StateTarget Actions How do Humans use the web to satisfy Need State?Google Lexicon Gulf Iconic Memory SatisficingMotivation Architecture

Key Concepts

You like potato and I like potahto, You like tomato and I like tomahto

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Is a behavioural psychology term that describes the current focus of a human at any given time in response to a need they have such as hunger, desire to travel, project to complete.

Two implications for the web

Need State

LET VISITOR KNOW THAT YOU CAN MEET THEIR NEED STATE

How do you find out what the potential customer’s

need state is? ..Easy ……..It’s what they type here

DO NOT ALLOW ANYTHING TO IMPEDE SATISFACTION OF NEED STATE

By showing clear & immediate routes to completion of Target Actions you satisfy the need state and prevent cognitive downsizing(induced by cortizol) which leads to irrational decisions (such as deserting your website despite having invested considerable time on it) and keyboard mashing.

Key Concepts

A map has no intrinsic value beyond helping satisfy a need state

The completion of Target Actions (such as buying something or making a booking) leads to satisfaction of current need state, the paths to Target Actions are provided by Navigation links.

Target Actions

Target Actions

hierarchy

Need State

Message

Key Concepts

However when searching for Target Actions in Google to satisfy their need state, humans are driven by what appears to them to provide the most likely path to the solution.

Lexicon Gulf

You like potato and I like potahto, You like tomato and I like tomahtoPotato, potahto, Tomato, tomahto, Let's call the whole thing off

Key Concepts

What the human calls it in Google

What the human means

What the service provider calls it and put in their SEO

“low cost accommodation” I want a cheap break Bed & Breakfast“emergency plumber” My pipes have burst Plumbing Services“book keeper” I need someone to do my

accountsAccounting Services

SatisficingSteve Krug - “In reality when seeking services on the web most of the time we don’t choose the best option

—we choose the first reasonable option, a strategy known as satisficing”.

Likelihood of carrying out target action on your website to satisfy

current need state

Time invested by qualified visitor on website (seconds)

Key Concepts

Motivation Architecture

Motivation Architecture is concerned with using intimacy words to lead the visitor to emotionally identifying with the website being viewed and then using power words (NLP) and calls to action to lead the potential customer to take action.

Key Concepts

Human Decision Making

Inanimate environments such as the web means the brain uses pre-attentive Iconic Memory + Broca's Area to seek satisfaction of Need State

Attributes in a web browsing context

Iconic Memory

Key Concepts

Processing of alternatives Not Rational due to haste of Iconic memory systemPattern matching in milliseconds Page view restricted

by Visual Acuity

3 second countdown leads to 70% to 90% bounce rate on websites

Liam Liam is a busy self employed painter with a

wife and 1 child.

Eileen

Eileen owns a B&B in Cashel that has recently had significant money spent on its upgrading

Let’s meet our 2 personas

Let’s start with Eileen’s total potential market People looking to book accommodation in the Tipperary area.

Organic+

Accommodation Providers

Statistics from Google Share of Searches

Average Bounce Rate from click throughs

Google Organics 70% 75%

Google Adwords 30% 50%

He types into Google “low cost accommodation cashel”. However Eileen has optimised her site for “Bed and breakfast”

as a result Eileen doesn’t APPEAR on the first page and has no chance of competing for his business.

Then Liam types “weekend break tipperary” and again due to the Lexicon Gulf Eileen is no where to be found in the results.

Introduce the potential customer

l’d like a cheap

weekend away down in Tipp

A – for APPEARING Low web visibility due to the lexicon gulf,

poorly configured SEO and no pay per click ads

As a result of A - Eileen gets this % of the potential market onto her website

The result for Eileen

Liam’s eye scans her home page looking for matches that his ICONIC memory associates with his search term (NEED STATE)

such as

Let’s assume Liam types in exactly what Eileen wants him to and lands on her site

“””low cost accommodation” “special offer”

B+ for Bounce Rate As a result of little attempt to match the

incoming need state of Liam, Eileen gets a B + with bounce rates of 50%+

As a result Eileen gets this % of the landing visitors to stay on her website

The result for Eileen

To complete the TARGET ACTION of booking a weekend away he clicks the “Rates” page to satisfy his “low cost” requirement. He sees passive information with no Call to Action and BOUNCES

Liam perseveres with Eileen

C- for Conversion Low conversion rate as visitor is not

sufficiently motivated by the site to undertake the Target Action.

Eileen gets this % of the landing visitors to complete the target action on her website

How does Eileen do on C

A – Low Appearance for potential customers

B +High Bounce rate as little attempt made to match need state of website visitor

C – Low Conversion rate as paths to Target Action are not prioritised in navigation and no Motivation Architecture motivating potential customer toward completion of Target Action

Off Page Factors On Page Factors On Page Factors

So to summarise for Eileen

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