Focusing on conversions is always easier said than done. There are so many to focus on, so how do you pick the ones that are really important for you. One approach I use is to bucket conversion in four types (and of course as the good consultant I am, I made a quadrant for you to show how). One is not better than the other, you need them all four in the end. Though at least this gives me an indication on what is working and where gaps might be.
What we learn often with Responsive Web Design that it is all about the view port. However that is just one of the many contexts to respond to. Of course we need to make sure that content is fitting the window you use to view. Though there is more in life than the piece of glass you are looking through to view the web, the app or any other media you are viewing. For the sake of simplicity let’s focus on the Web in general for the rest of this article and let me provide with an overview of contexts you could be taking into account when building your solution.
Navigation is a skill that involves the determination of position and direction. However as easy the navigation in your car might be to determine your position and your direction, as difficult is the navigation on most websites.
Why are customers reluctant to complete long forms with their details despite offering them discounts, but don’t blink an eye about sharing their whole life on Facebook? What advantage does Facebook have over your company? The answer is fairly simple: Facebook…
There is big chance when you are reading this that you either are still on holiday, or that your holiday has just ended. Most likely, if you a decent amount of colleagues, you will find a couple of emails (or…
Products need to have a soul today, they need to have a story. Otherwise these products are just commodities. Easy to reproduce, to fake and low in value. The story is the thing that sets them apart, though what is often more important is the story on the story itself.
Thin line between a story and a lie
Everybody can tell a story, however some stories end up to be lies, instead of being authentic stories. Therefore it is sometimes more important to share the story about your story (this could become an Inception like blog post) that proves the authenticity of your story.
How Bentley does it
Of course Bentley creates stories about their new cars (see their ad at the end of this article, but please read the other paragraphs first). However this small commercial is not about their car, it is about the thoughts that have been put into the design with small quotes such as:
- The car interior is a living space
- You have to be able to adapt to the mood of the person
- Design can be achieved by smells and touches
- Can we liberate the user from carrying technology
All in all it is about making a brilliant experience that showcases that you can use your technology in their technology in the most convenient way possible.
Bentley’s story behind the story
In the last-minute of the clip they show how this complete commercial was recorded with an iPhone5S and an iPad air and the commercial was edited using the iPad on the backseat of the Bentley. If they can shoot a complete commercial using the stuff you normally have in your pockets / suitcase, edit in the Bentley, they show that basically everything you want to do is possible with this car. Just bring your own technology, sit on the backseat and relax.
Some stories work just better when you lift the curtain a little, since it shows what really happens. Bentley shows elegance, not just in telling their story, but in showing how their story is being told.
In several countries McDonald’s is adding self-service modules (big touch screens) to it restaurants. Of course self-service isn’t spectaculair and new, there are complete chains of self-service restaurants on the globe. However it is interesting how McDonald’s is introducing these…
I am not a big fan of the suggestion that everybody has to be to be on social media and fully understand social media before you can do anything with social media as a big enterprise. Basically it is a…
Humans account for less than 40% of all web traffic. Which means that there are more robot ‘eyes’ watching your website than humans are browsing it, clicking it and touching the web interface you have created. Why bother about robots…
For a while I have tried to figure out what I can do with Twitter, to be honest I am trying to figure it since I joined Twitter more than 5 years ago. Now I finally found a way that…