Improving your first page of search results
If your customers can’t find what they want on the first page of results, very few of them will go to the second page.
More people have reached the top of Mount Everest than have been to the 5,000th search result. It’s brutal out there. Up on Everest they suffer from oxygen deprivation, but on […]
Why some content is deliberately complex
Sometimes, we are fools for complexity. When we hear complex language we can’t help but be impressed, even when we don’t understand what’s being said.
In Ben Goldacre’s excellent book, Bad Science, he often gives his opinion on the human condition, best summarized by: it looks complex, it sounds complex, it must be right, and it […]
Hidden power of content
Content influences offline purchasing behavior in profound ways. Its online influence is even greater.
“People say, I don’t trust my own experience, but I trust those numbers,” Christopher Hsee told Time Magazine in December 2008, when commenting on how people can be unduly influenced by product descriptions. Hsee, a professor of behavioral sciences and marketing at […]
Time for marketers to stop treating customers like fools
One reason Google has been so successful is that it has shown a genuine respect for its customers.
“Google’s fourth-quarter revenues were up 18% to $5.7 billion, a solid showing,” Fortune reported in January 2009. The article goes on to state that “Google is transferring almost half a billion dollars in wealth from shareholders to employees,” […]
