Demolish the Roadblocks on Your Website: Clearing a Path for Customer Action, Sales and Loyalty
- Gerry McGovern
- Thu., Jan. 21, 2010, 12pm ET (9am PT)
- 90 minutes
You're walking on a busy street. Your friend John is on the other side and you want to get his attention. So you start waving and shout "John!" You get John's attention and once there's a break in the traffic, John crosses over. John’s now standing in front of you. What do you do now? Stop waving and shouting.
When someone comes to your website you already have their attention, yet so much Web marketing involves waving and shouting at the customer standing right in front of you. No wonder so many hit the Back button.
Vain hero shots and silly welcome messages drive most of your customers insane. The Web is not about goals. It is about tasks. Big difference. We recently tested a website where it took ages for an absolutely useless graphic to download. Customers were not impressed.
Social media is the latest craze, and, boy, do marketers love crazes. Most of your customers do not want to interact with you. They just want the facts. They want the price, the dimensions, a comparison of your product with competitors.
Most marketers love coming up with fancy new names for their products and services. Absolute suicide if you want to get found. Basic rule of the Web: the customer controls the language, not you.
The Web is self-service. The Web is about customer power. It is the customer, not the organization, who is in control on the Web. The customer searches, the customer clicks on that link (or not), the customer quickly scans your webpage. What will your customer do next? Click on one of your compelling links or hit the Back button?
Too many people create websites that look beautiful. But what we really need are websites that WORK beautifully. It's not enough to put some content up. It's not enough to launch and leave an application or a new website design. If you want a website that makes money you must continuously improve the completion times of your customers' top tasks. The most important thing you need to manage on your website is your customers' time.
Gerry McGovern is widely regarded as the number one worldwide authority on managing Web content as a business asset. He has published four books and consulted in 35 countries on Web content management issues since 1994. (His fifth book will be published by Bloomsbury in 2010.) He is CEO of Customer Carewords. Clients include Microsoft, Cisco, Tetra Pak, and the OECD.
In 2006, he was described by The Irish Times as one of five visionaries who has had a major impact on the development of the Web. (The other four were Tim O'Reilly, Vint Cerf, Tim Berners-Lee, and Nicholas Negroponte.)
Gerry has written four books on Web content. His latest, Killer Web Content (Bloomsbury / A&C Black) has been described by Suzanne Sowinska, Manager, Content Publishing Excellence, Microsoft Corporation, as "essential reading". Bev Godwin, Director, FirstGov.gov: the U.S. Government's Official Web Portal, said about the book: "Genius! Gerry McGovern gets it! If you read ONE book on managing a Web site, this is it."
Who Should Attend?
Key people on your Web team should attend this seminar—copywriters, information architects, marketing communications wonks, interface designers, and anyone who adds content to your site.
What Will You Learn?
- How to identify in a clear and statistically defensible manner the top tasks of your customers.
- How to measure if your customers can quickly and easily complete their top tasks on your website.
- How to create a task-focused website design that maximizes sales and customer satisfaction.
Webstorm Seminar Series
This is the fourth topic in our Webstorm Seminar Series, a perfect storm of seminars to help you supercharge your website. PRO members have access to this series and all of our other seminars!
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