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“Your customer may not want the same thing that you do.”
You have an agenda for your website; you want to elicit certain actions, behaviors or beliefs from your visitors. Each visitor has an agenda too - and it probably differs from yours. Whiteboard Web Agency maps both. Blending them is one key to our sites' success.
Example: a web provider often wants personal information from customers to enable direct marketing. Customers, meanwhile, guard that information jealously. (And are increasingly aware of its value.) No, we won't trick them into giving it up. Trying to force it out of them - making them create accounts before they can buy something, for example - only costs you sales.
Solution: serve both agendas. Treat information-gathering as a choreographed series of equitable trades. You want a visitor's email address? We'll find something of value you can offer the visitor in return.
Agenda blending works when we're out to encourage registrations, or influence purchasing, or get people to sample propositions they haven't tried before. It influences page layout, architecture and copywriting.
Great web design comes when we blend the customer's agenda with the provider's - and create an online experience both parties perceive as profitable. |
