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Analyze Your Analyze Your Web Site for Web Site for Feeling and Feeling and EffectivenessEffectiveness

What makes a web site What makes a web site effective?effective?

Bottom Line: A web site should Bottom Line: A web site should make Money for the businessmake Money for the business

Buying Decisions are made Buying Decisions are made with emotionwith emotion

Research shows that we base Research shows that we base buying decisions on emotional buying decisions on emotional response. response.

Buy now, justify later.Buy now, justify later.

Emotional response comes first, Emotional response comes first, and then we rationalize that and then we rationalize that decision. decision. (post-hoc rationalization)(post-hoc rationalization)

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natural chicken

genetically engineered

healthy but less tasty

tasty, but less healthy

The earlier you establish an The earlier you establish an emotional connection the more emotional connection the more difficult it becomes for consumers difficult it becomes for consumers to choose another product based to choose another product based on performance. on performance.

Testing for EmotionTesting for Emotion

Ask: How do we want people to Ask: How do we want people to feel about our business? What feel about our business? What emotions might they be looking to emotions might they be looking to fulfill?fulfill?

Gather a testing group.Gather a testing group.

Show them your web site. It is Show them your web site. It is not important that they not important that they understand what you do.understand what you do.

(Any score 8 and above is good)(Any score 8 and above is good)

Researching EmotionResearching Emotion

List target emotions for your List target emotions for your site/business site/business

Pick a couple of those emotions Pick a couple of those emotions and ask “What industries try to and ask “What industries try to convey those feelings?”convey those feelings?”

List specific businesses in those List specific businesses in those industries. industries.

Analyze those business Analyze those business websites for FEELING in each of websites for FEELING in each of these areas:these areas:

HeaderHeader

NavigationNavigation

BodyBody

Whole page lookWhole page look

Other Other

Communicating Emotion to a Communicating Emotion to a DesignerDesigner

YOU do the above research and YOU do the above research and give your results to the design give your results to the design team. team.

Don’t tell them what to do, just Don’t tell them what to do, just what you want. Let them do what you want. Let them do their Job! their Job!

Share that Share that feelingfeeling is what’s is what’s most important to you. most important to you.

Buying Decisions are backed Buying Decisions are backed up with Logicup with Logic

Make what you do very Make what you do very obviousobvious

USP – List UNIQUE SELLING USP – List UNIQUE SELLING POINTS in obvious clear POINTS in obvious clear language – NO corpro-speaklanguage – NO corpro-speak

Client quotes above the foldClient quotes above the fold

Brand associative logosBrand associative logos

Usability vs. the Appearance Usability vs. the Appearance of Usabilityof Usability

The appearance of usability is The appearance of usability is about feelingabout feeling

Actual usability is about “can Actual usability is about “can they find it?”they find it?”

Usability in a NutshellUsability in a Nutshell

Can users identify and easily Can users identify and easily understand categories and understand categories and labels? labels? Do they know what everything’s Do they know what everything’s for? for?

Usability TipsUsability Tips

Obvious grouped categories of Obvious grouped categories of navigation navigation

Navigation Labels you doing Navigation Labels you doing have to think about or explainhave to think about or explain

Banner BlindnessBanner Blindness

““Learn More” vs. get more Learn More” vs. get more infoinfo

No internal jargonNo internal jargon

Buttons must look “click-Buttons must look “click-able”able”

The look (feelings!) The look (feelings!) doesdoes matter. matter. Sometimes a balance must be Sometimes a balance must be foundfound

Appearance of UsabilityAppearance of Usability

Chunks! (5-7) Visually separate Chunks! (5-7) Visually separate your chunks withyour chunks with

ProximityProximity

TitlesTitles

Color / graphicsColor / graphics

SizeSize

Writing for the WebWriting for the Web

Short sentences & Short sentences & paragraphsparagraphs

Straight to the point Straight to the point

NO flowery language or NO flowery language or business speak or jargon. Talk business speak or jargon. Talk like a real person. like a real person.

USP HeavyUSP Heavy

Title your paragraphsTitle your paragraphs