"THIS WAS BACK WHEN THE
INTERNET WAS STILL SOME EXOTIC PET KEPT IN THE CORNER OF THE PUBLISHING WORLD - THROW SOME KIBBLE AT IT, WATCH IT DANCE ON ITS LITTLE LEASH, OH QUITE CUTE, IT DEFINITELY WON'T KILL US IN THE NIGHT.” GILLIAN FLYNN — GONE GIRL
WHAT ARE THE TOP THINGS
I WANT TO KNOW WHEN CHOOSING AN AIRBNB? Is it the whole place? Where is it? How much is it? What does it look like? Is it available? What does it have in it? Is it any good? Is the host an asshole?
GDS RADICALLY SIMPLIFIED CONTENT BASED
ON WHAT USERS MOST WANTED TO KNOW. SLIDESHARE.NET/NICEPAUL/REVOLUTIONISING-GOVUK-PAUL-ANNETT-AT-IA-SUMMIT-2013 TOP TASK: FIND OUT WHEN THE NEXT BANK HOLIDAY IS TOP TASK: FIND OUT HOW MUCH PASSPORT RENEWAL COSTS
SEARCH LOGS TELL YOU WANT
PEOPLE WANT, IN THE TERMINOLOGY THEY USE. HTTP://ROSENFELDMEDIA.COM/BOOKS/SEARCH-ANALYTICS-FOR-YOUR-SITE/
BOTTOM-RANKING TASKS TELL YOU WHAT’S
NOT SO IMPORTANT TO PRIORITISE. SLIDESHARE.NET/GERRYMCGOVERN/GERRY-MCGOVERN-TOP-TASKS-AN-EVENT-APART-2015 SCOTTISH ENTERPRISE ENTERPRISE IRELAND INNOVATION NORWAY
WEBSITES SHOULD NOT BE ASSESSED
ON TASTE, BUT ON MEETING BUSINESS GOALS. Drive sales Reduce helpdesk calls Improve media relations Improve candidate quality Improve employee satisfaction Improve brand recall BUSINESSES SHOULD CARE LESS ABOUT THIS. BUSINESSES SHOULD CARE MORE ABOUT THIS. NOVOLUME.CO.UK
VALUE INCREASES AS EXPERIENCE DRIVES
BEHAVIOUR COMMODITIES GOODS SERVICES EXPERIENCES TRANSFORMATIONS CUSTOMERRELEVANCY DIFFERENTIATION PRICE PREMIUM JOSEPH PINE II AND JAMES H. GILMORE - THE EXPERIENCE ECONOMY, 1999
@MIKEATHERTON SUMMING UP People don’t
come to browse, they come to get shit done. Useful content supports top tasks for key users, so we have to get close to customers to understand them. Task-centred content transforms the website from mere brand marketing to being a true business supporter with measurable ROI. Compelling content is focused, memorable, distinctive, brief, and never without a call to action. Future-friendly content is pushed to the edges of the network.