Crafting Beautiful Websites: Where Information Architecture Meets User Experience

Anyone can create a website to promote their products or services. But creating an effective, successful site takes planning and know-how. The payoff is that the best websites earn top real estate spaces on Google and turn random visitors into loyal customers.

How do these websites accomplish this? These well-designed sites provide an excellent user experience (UX) by offering well-constructed information architectures to make finding information quick and easy.

Information architecture (IA) is vital to UX design. It’s the way information is organized within website and mobile app structures to make it easy for the user to find exactly what they need in a minimal amount of time.

Creating a solid information architecture involves finding similar features in content, grouping common information objects, and adding internal links in documents to related documents on the same subject. Offering an optimized search utility for the site or app is also immensely helpful to users in finding the information they need fast. And everyone is in a hurry these days, aren’t they? Continue reading “Crafting Beautiful Websites: Where Information Architecture Meets User Experience”

Hidden Google Money Grabs: Targeting Expansion

Last week I posted an article describing the fact that many advertisers lose money due to the default advanced geotargeting settings in every campaign.

This week I’ll describe another hidden “grab” that causes every Google Display Network ad group to lose money – by default.

Targeting Expansion

The culprit is a hidden ad-group-level “feature” called “Targeting Expansion”. Continue reading “Hidden Google Money Grabs: Targeting Expansion”

Blog Abstract: The Most Fundamental Skill

From time to time, team members will share their views stimulated by content from an industry thought leader. Here, our CEO, Lisa Maier, discusses the recent McKinsey Quarterly article, “The most fundamental skill: Intentional learning and the career advantage,” by Lisa Christensen, Jake Gittleson, and Matt Smith with McKinsey & Company.

This article is about ‘learning’ as a capability that can increase competitive advantage at work and also improve our personal lives to boot. If this is a skill that can be learned, it is an important one for most of us, given that the the pace of change in the world is already high and expected to increase even more in our lifetimes. Agility increases as our capability to learn grows, and this skill starts with intentionality that is founded on a core belief of self-efficacy. Here’s how to proceed.

Unlock intentionality to foster learning by … Continue reading

Blog Abstract: The Great Consumer Shift

From time to time, team members will share their views stimulated by content from an industry thought leader. Here, social media expert Alexandra Sciocchetti discusses the recent McKinsey article, “The Great Consumer Shift: 10 charts that show how US shopping behavior is changing

As a data geek, I loved this article. It provides a backbone to many of the trends our team (and plenty of others) have seen developing over the last few months. From an increase in digital shopping to consumers dropping their usual brands, McKinsey provides some excellent charts that display consumer behavior during the current pandemic. Here are my top takeaways:

Digital Shopping is here to stay.

Just a year ago, we were trying our hardest to convince a local client to get an online store up and running. Now they can’t add inventory fast enough. Even as stores re-open, the number of consumers shopping … Continue reading

Speak So Your Customers Hear You: Fast & Easy Neuromarketing Hacks

Do you need to improve your marketing conversions? Understanding the principles behind neuromarketing and applying them through some simple hacks can help.

The book Neuromarketing by Patrick Renvoise and Christophe Morin introduced marketers to the concept of three brain parts that can be scientifically tested through functional MRIs and by other means in 2006. They based their research on studies done at Harvard University in the 1990s, which discovered that the three parts of the brain work together before making a buying decision. The research shows that you must appeal to the emotional side of the brain, called the reptilian brain, for your marketing to be successful. Employ these hacks to appeal to the reptilian brain.

Prove Value to Your Target Audience

The reptilian part of the brain is very self-centered. Therefore, you must feed it with thoughts that you have its best interest at heart. One way that you … Continue reading

Hidden Google Money Grabs: Geotargeting

Yes, Google is a public company whose mantra needs to be “increasing shareholder value.” But unfortunately, there are a few “features” in Google Ads that maximize Google revenue by hiding default options that eat advertiser spend without delivering value.

We’ll start with faulty geotargeting.

By default, Google has your permission to display your ads to people all over the world – even if you use geotargeting (as most advertisers do).

For proof that this affects your Google Ads account, run a User Location report. You’ll likely see that your ads have been, for example, displayed to people outside the USA even if you have only targeted the USA – or even a small portion of the USA.

That’s likely wasting money – sometimes a lot of money. Continue reading “Hidden Google Money Grabs: Geotargeting”