Some years ago I listened as a CIO for a large organization boasted about his new sales management system. The new system required sales reps to go through 14 steps in order to enter a sales lead. The old system required 4 steps.
As a website becomes larger and more complex, navigation should focus on helping customers move forward. Helping them move backwards or sideways can cause major distraction and confusion.
Many customers think first about the product they have; even when they are looking for support for that product.
Metrics are not people. The greatest weakness most web teams have is a lack of empathy for their customers.
Evidence-based decision making is something that very much suits the Cisco culture. “Consider the alternatives to evidence-based decision making and it is hard not to be a believer,” Bill Skeet, Senior Manager of Customer Experience for Cisco Digital Support states. “If you aren't using evidence to make decisions, then decisions are subjective (rather than objective) and imposed by fiat.
How do you know your customers are getting their problems solved quickly and easily? This is a question that has challenged many support websites. The traditional approach has tended to involve customer satisfaction and visitor volume metrics.
Some believe that because they are not involved in commercial websites they don’t have to prove value. That’s not true.
If content is king, why are content professionals paid so little?
On the Web, content is an enabler.
Often, marketers justify intrusive or annoying marketing tactics because they claim they improve conversion rates. Is that really true?
Marketing needs to change its obsession with short term thinking about new customers and instead focus on building long term relationships with existing ones. Content professionals need to change their obsession with content and instead become obsessed with the people who need their content.
A key difference between web writing and writing for print is that on the Web you need to avoid context and instead focus on instructional, how-to, task-based content.
When we observe people using websites, one factor that continues to frustrate them is vague, general, contextual or marketing- heavy content. Let’s have some examples.
When dealing with a large, complex, old and out-of-date website, a content audit can be a waste of time and money.
Great web teams facilitate collaboration between disciplines and across organizational silos.