Is it really such a bad thing to have a website that stinks?
In the second and final installment of Bryan’s interview with Ralph Wilson — recorded at February’s Search Engine Strategies conference in London — the two shift their focus from personas (as discussed in Part 1) to improving landing page conversion by creating better “scent” for the visitor.
In the video, Bryan talks about a study conducted by usability guru Jared Spool that shows, among other things, that…
Despite all the heady research that analyzes how people actually search for — and find — things on the Internet, it’s so obvious that it’s almost funny: We sniff around for relevant info like animals on the hunt. We go where the scent takes us. If we find what we’re looking for, great. Game over. If not, we retreat to home base, regroup and go out on a slightly more refined path until we see it in the corner of our eye. Then we pounce.
Want Bryan’s advice on how to make your website stink (in a good way)? Meet him at FutureNow’s Call to Action seminar on June 3rd in Manhattan.