Archive for the ‘Ideas’ Category

How changing a single sentence increased clicks by 173% (and why testing is so critical)

Friday, July 9th, 2010

Yup, that’s not a typo. 173%. And it underscores the importance of testing the copy, colours, images and layout you choose for your online efforts.

The 173% figure comes from an experiment carried out by Dustin Curtis, who played with the language that directed his website visitors to his Twitter account. He took his existing call to action: “I’m on Twitter” and played with the wording of the link, resulting in some extraordinary insights.

Dustin Curtis experiment

Dustin Curtis experiment

Through trial and error, he discovered that a move from “I’m on Twitter” to “You should follow me on Twitter here” resulted in the whopping increase in clicks. In his words:

As the forcefulness and personal identifiability of the phrase increased, the number of clicks likewise increased. “You” identifies the reader directly, “should” implies an obligation, and “follow me on twitter” is a direct command. Moving the link to a literal callout “here” provides a clear location for clicking. I tried other permutations that dulled the command, used the word “please” in place of “should” and made the whole sentence a link. None of them performed as well as the final sentence.

At the very least, the data show that users seem to have less control over their actions than they might think, and that web designers and developers have huge leeway for using language to nudge users through an experience.

Too often, we add words and images to something without a second thought about whether they are the right words and images. There’s only one way to find out, and that’s through testing. If the experiment above doesn’t convince you that it can be extremely worthwhile, then I don’t know what will.

Ask yourself: What are you trying to accomplish with your website or email campaign? Sign-ups? Click-throughs? Social media followers? Play with the variables around your particular call to action and see how a small change can score big results.

To get started, I’d highly recommend Smashing Magazine’s definitive guide to A/B Testing. It offers an excellent primer and practical advice, as well as top-notch tools, resources and examples, all in one spot. (It’s where I found this experiment.) Check out some of the other great case studies there too, like how 37 Signals increased sign-ups by 30% with a new headline or how Jason Thompson doubled the number of people contacting him by using his photo instead of a telephone icon.

gives you shivers

Wednesday, June 30th, 2010

I won’t give it away by rambling on about how well done this is. Just watch this ad for Topsy – an AIDS Foundation.

Beautiful.

Found via I Believe in Advertising.

One small change on a form…

Friday, June 25th, 2010

We think of Germany as being fairly similar culturally to Belgium right? How about Denmark and Sweden? Sure. Well than what might explain the massive disconnect between these culturally similar countries and their willingness to be organ donors? While only 12% of Germans and 4% of Danes are organ donors, 100% of Belgians and 68% of Swedes are registered organ donors. What on earth could explain it?

The answer, although so simple, challenges our ideas about rational decision-making. The difference lies in the wording of the forms at the DMV. That’s it. In Germany and Denmark, the form reads: Check here if you want to participate in the organ donor program. In Belgium and Sweden, it says: Check here if you do not want to participate in the organ donor program.

In both cases, very few people bother to check the box, but the results of that indifference cause the drastic difference we see in the statistics. Pretty amazing. This is from Dan Aierly’s TED Talk on Irrationality in Decision-Making. I just bought this book, and highly recommend checking him out.

Tourism ads from Wales turn shortcomings into selling features

Monday, June 21st, 2010

From what I can tell, these are actually from 2005, but talk about a place embracing its true nature, shortcomings and all, and then selling the hell out of it as a differentiator:

Picture 1

Picture 2

Picture 3

- Found via Brand Arcade

VW brings mundane experiences into the “fast lane”

Thursday, June 17th, 2010

Volkswagen has a neat little series of web spots that transform ordinary experiences like riding the subway and grocery shopping into unexpected and heartwarming events. In the spots below, they install a giant slide in the stairway of a subway station and attach skateboards to shopping carts in a dreary grocery store. Hidden cameras catch the reaction of people and some of them are priceless. Witness the businessman in the suit going down the slide and the exhilarated shoppers whizzing through the aisles below:

The brand placement in the web spots is fairly subtle, and from what I can tell it’s not present in the actual public installations at all. Simply a sign indicating “fast lane” for the slide and skateboard carts. They wrap it all up nicely with language around people that like to “speed things up” and who are “driven by fun”.

Really neat.

via I Believe in Advertising.

How to fight for your marketing budget – New on3 white paper!

Tuesday, June 15th, 2010

A new on3 White Paper was released to EDAC members today. You can grab a copy here.

Hands off my marketing budget! – How to fight for your economic development marketing program

Marketing can be tough to conceptualize, difficult to measure, and is usually the first on the chopping block when it’s time to reduce spending. This white paper will examine each of these challenges and provide concrete responses and strategies for addressing them.

Click here
to download the free white paper.

Past white papers in this series for Economic Development Professionals can be found here.

Are we wrong about industry clusters?

Tuesday, June 8th, 2010

New research presents a challenge to the widely-held belief that businesses benefit from locating where there is a cluster of like-minded companies. The study of the semi-conductor and pharmaceutical industry clusters found no financial advantage for companies located within clusters:

“…the author looked at the financial advantages, and costs, that clusters provided for firms throughout the life cycle of two innovative industries — semiconductors and pharmaceuticals. He examined 31 years of data on 194 publicly traded companies, which enabled him to see how clustered and nonclustered firms performed at various points in an industry’s life cycle. Surprisingly, the author found no clear evidence that clusters enhance a firm’s financial performance.”

Sounds like more research is needed, and the study does not rule out the non-financial benefits that may be realized with clustering strategies, but it does have implications an idea that has been widely accepted as an economic development truth.

Read more here via Place Marketing Group.

A great tourism ad rises from the ash cloud

Tuesday, June 8th, 2010

Iceland is appealing to its citizens to take to their social networks in an effort to bolster tourism in light of the recent setback from the April 2010 volcanic eruption and subsequent air traffic stoppage distaster from huge amounts of ash filling the skies.

“It’s a worldwide campaign to let the rest of the world know that Iceland isn’t completely covered in ash,” Icelandic tourist board director of marketing Jon Gunnar Borgthorsson said.

The country has created a new website: inspiredbyiceland.com and a really wonderful ad (shown below) asking Icelanders to spread the word via Facebook, Twitter and YouTube in an effort to improve perceptions and salvage the tourism industry that the country has come to rely on so heavily since its major banks collapsed in 2008.

Inspired by Iceland Video from Inspired By Iceland on Vimeo.

Appealing to people that know and love the country to act as ambassadors in the face of a tourism crisis is smart strategy on Iceland’s part. The ad is beautifully executed, the cinematography is breathtaking and the ad is brimming with personality – from the all the crazy dancers to the naked couple to the old guys in the pool.

I love that group dancing timing is always off, I love that the people are laughing at each other during the filming, I love that the guy almost falls off his bike – it genuinely portrays Iceland and its people in a wonderful and honest light. The music is catchy too – “My heart is beating like a jungle drum” by Iceland’s Emiliana Torrini.

It may have taken a giant ash cloud to do it, but this campaign out of Iceland is top-notch.

From The Sydney Morning Herald via AdPulp.

Daniel Pink on what REALLY drives us.

Monday, June 7th, 2010

Super animation of Dan Pink’s talk on “Drive”:

Turns out that motivating creative, conceptual behaviour from workers is a very different animal than we once thought. Put away the stick and carrot, it’s time to give people more freedom, not more money.

Is the internet making us stupid?

Monday, June 7th, 2010

A very thoughtful article in Friday’s Wall Street Journal explores this question and draws an excellent parallel between the introduction of the printing press and the introduction of the web in terms of societal, cultural and political implications:

Every increase in freedom to create or consume media, from paperback books to YouTube, alarms people accustomed to the restrictions of the old system, convincing them that the new media will make young people stupid. This fear dates back to at least the invention of movable type.

As Gutenberg’s press spread through Europe, the Bible was translated into local languages, enabling direct encounters with the text; this was accompanied by a flood of contemporary literature, most of it mediocre. Vulgar versions of the Bible and distracting secular writings fueled religious unrest and civic confusion, leading to claims that the printing press, if not controlled, would lead to chaos and the dismemberment of European intellectual life.

The author goes on to point out that in fact print advanced our intellectual pursuits and abilities to a degree that nobody had dreamed possible: print ushered in scientific journals, scholarly knowledge-sharing, newspapers and non-fiction. At the same time print made trashy romance novels possible, and most would agree that there’s a lot of mediocrity lining the shelves at your local Chapters. Similarly, the web creates vast opportunity for enhancing and enriching our intellectual lives, but it also provides gossip blogs and YouTube. The author argues that the Wikipedias outweigh the “LOL Cats”, and that the internet is in fact making us smarter.

The case for digitally-driven stupidity assumes we’ll fail to integrate digital freedoms into society as well as we integrated literacy. This assumption in turn rests on three beliefs: that the recent past was a glorious and irreplaceable high-water mark of intellectual attainment; that the present is only characterized by the silly stuff and not by the noble experiments; and that this generation of young people will fail to invent cultural norms that do for the Internet’s abundance what the intellectuals of the 17th century did for print culture. There are likewise three reasons to think that the Internet will fuel the intellectual achievements of 21st-century society.

First, the rosy past of the pessimists was not, on closer examination, so rosy. The decade the pessimists want to return us to is the 1980s, the last period before society had any significant digital freedoms. Despite frequent genuflection to European novels, we actually spent a lot more time watching “Diff’rent Strokes” than reading Proust, prior to the Internet’s spread. The Net, in fact, restores reading and writing as central activities in our culture.

It’s an excellent article that reminds us of the incredible potential of the open web and what it might mean for our evolution, depending on how we choose to adapt to it. Read it here.