March 3, 2010
3 Ways to Leverage Time for More Conversions
Time, they say, was invented to keep everything from happening all at once. Whether we’re performers, filmmakers or UX designers, time allows us to organize events and engineer an audience’s experience.
Time is also a conversion lever that can be as powerful as messaging, placement, color or any other user experience factor—and as deserving of its own study and focus. Three areas in particular are, I think, important to test and optimize in regards to time.
1. A need for speed
Some events just can’t happen quickly enough. The end of Lost and the final, complete obliteration of IE6 certainly come to mind. From a conversion perspective, however, the same is true. The faster certain events happen, the more likely your website visitors will convert. This includes:
The least sexy factor: page load time.
Page load time isn’t very sexy or hip, but it’s fundamental. It’s the plain, beige, lace-free foundational garment of your conversion optimization efforts. All other factors being equal, this single lever alone can improve your conversion rate and customer loyalty.
The conceptual keystone here, of course, is the phrase “all other factors being equal.”
… Read the complete article on Search Engine Land >

Ever failed to stick to a New Year’s resolution, and then blame yourself for poor willpower? Well, it may not be your will that’s to blame—it may simply be the way you phrased your resolution. And the same could be said about the goals you have for your website.
I’m not a big fan of TV. But my wife and I decided to cancel our satellite TV service effective next week, so I’ve found myself watching more TV than ever recently, trying to squeeze the most out of my remaining days. I guess Cinderella was right: You don’t know what you got ‘til it’s gone.







