Customer Engagement Is not a Good Metric...
I've posted links to the blog of my long-time contact Gerry McGovern, widely recognised as a world authority on how customers use websites, and what they are really looking for when they reach your site.
His latest post hits the spot (as usual!) and chimes perfectly with what I tell my clients when they are asking me to revamp and 'sex-up' their sites. There are common misconceptions that web surfers go online for a jolly good read, so you need to give them an online brochure with cheesy library shots of your happy (supposed) customers and 'team' - whereas we all know they're actually knitwear and travel brochure models feigning 'delight' and 'approachability'.
We all know this -but we think our customers and prospects are stupid enough to fall for it. And we fondly imagine they want to read all about how wonderful we are... dream on!
Take a look at Gerry's brief post to get an idea of why so often on the web, 'less is more!'
Customer engagement is not a good metric
The strategies of getting attention and engaging customers are often counter-productive on the Web.
Cleverstuff is an ecommerce site for eco-friendly and educational toys. They were worried that potential customers who arrived at the site for the first time would not understand what it was about. So, according to WhichTestWon, they decided to run a test. They tested two pages: one with just the products listed and one which had a big branding banner of images of children and text explaining what it did.
The products-only page “increased paid orders by 13.7%” according to WhichTestWon. But almost 70% of the marketers and other web professionals voted on the WhichTestWon website for the branding page. This happens all the time.
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