Sunday, August 5, 2007

Focus group for your site?

A focus group is a set of users who will give you feed back on their needs and desires when they use the net.

This is not about your site.

It is about their site and what they need.

There are 3 ways you can approach this:

  • The first one is to check existing studies about Internet user behavior, needs, desires, expectations and frustrations.
  • The second one is to create your own analysis by bringing people or individuals to tell you about their desires.
  • The third way of doing this is by sitting next to someone using your site and let them give you feed back on what they experience while using your site.
  • The fourth way is to gather feed back by presenting visitors with a few simple questions about their experience on your site.

The third approach is very easy to implement. Sometimes, getting feed back even from a wife, husband, daughter, son or friend is very precious in triggering a whole set of realizations.

The fourth approach (visitor feed back) can as well be easily implemented.

More on this coming soon


Appeal to unconscious desires

The role of any website and marketer is to appeal to unconscious desires.

There is always a trigger in the person visiting your site.

There is as well a very clear trigger when they decide to stay.

When your website responds to these core desires by stimulating the right emotional triggers, the cycle is complete.

This is what creates a win-win for both visitors and your site.

Let's take an example:

There is a product you want to sell on your site.

It is absolutely pointless to offer that product if the desires being triggered are not clear.

What are the emotions your visitors want to feel?

Do you know them?

Can you summarize them in a couple of sentences?

Does your website offer a real answer to these desires or needs?

Is your landing page responding to these desires or is it simply an expression of your own agenda?

Are you succeeding with triggering the right emotions or are you merely pushing your message and forcing them to listen to something they don't recognize?

This is the first question to ask yourself.

We'll come back with more on this topic