Your Web site takes advantage of the SPACE? Science, reading, Art, creativity and Exploration
I'm an addict of admitted Museum. I can walk the corridors of an art, history or the Museum of science for hours. I love learning and museums are an opportunity to engage with things more than me. I want to teach my children taste so visit us museums, when we can. They like to go to the Museum for children in Cincinnati, because they can interact with the exhibits. They have a mini dedicated to SPACE; Science, reading, Art, creativity and Exploration.
In many ways the Web sites of companies also act as a Virtual Museum of all kinds. They house information, some featuring mirror of the relics, and are intended to serve the purpose of education. The problem is companies do not create sites that are committed.
People visit your Web site because they are looking for information. But people choose to stay on a website because they discover, there is more to learn. Adults, like children, are naturally curious. Whatever this is developed to a child, whether it is a toy, the show or the establishment, is designed to take advantage of this creativity. Why do we assume adults are short-sighted approaching self-education? Why is repository of information central to the business, a Web site, designed without imagination, foresight or intellectual insight? It's as if we want people to leave our site. "Here is the information that you are looking for, calling us now if you are interested in learning more". It does not work like that. We've all seen the stats, Gartner expects that 70% of the purchase occurs before a sales representative process is engaged. You don't want your Web site to make up 70% of this trip?
marilyncox BOOM! I particularly like this: "recall of information of individuals is 10%. Scientists have discovered that, by hiring several meanings that remind of the rate increases to 60%. Interactive sites are successful because they are committed to the senses; not only the traditional view, feel, hear, taste and feel. Interactive sites allow visitors to build, create, contribute and learn and stimulate their imagination. " I used the phrase 'create an experience' more - from the website and beyond - to coach our teams to focus on interactive content appropriately for customers and prospects. Interactivity for the sake of interactivity - but in a way no measurable and integrated. Double BOOM!
And if not necessarily interactive, to focus on the fact that the content must be discovered and distributed - leaning hard on keywords and snackables - really driving engagement and conversion during the 67% of the buyers journey which is now entirely digital by SiriusDecisions.
I can't wait to see what my teams will be able to do in our next "coming up in early 2015" iteration of our website (including a more clearly defined content, marketing strategy). BTW, I'm so stealing your acronym of 'The SPACE' - I'm recommend it as our "code name" project My teams to laugh when I say this, but seriously, a project of this magnitude just screamed 'code name' for me. Laughing out loud.
Tags: Marketers
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