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Note: These are all free. You will not be asked to sign up for anything to read any of the articles listed here. Most were written for publication elsewhere. Occasionally we edit and revise articles as we see new behaviors emerge and we discover improved methods. For help improving your site's profitability, please contact us.

Web Marketing Resources articles for review or reprint, printer friendly versions are available

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NEW Wider Screens - Wider Resolutions more design space by Todd Follansbee
First appeared in Web Marketing Today August 29, 2008
It is time to take advantage of wider screens. Leave the 800 X 600 resolutions behind but be sure to avoid some simple pitfalls. This is a more detailed version then appeared in WMT where space and images are limited. Read our version

NEW How to make an effective call to action button by Todd Follansbee
First appeared in Web Marketing Today August 20, 2008

Calls to action are often poorly designed, worded, and positioned. This article looks at ways to improve yours and includes some simple examples. read more

Morae 201: Why Video Testing is better then Metrics testing by Todd Follansbee
First appeared in Techsmith's: News you can use - usability newsletter.

Website and Landing Page traffic reports tell us which pages have higher exits, but not why people leave. Cart abandonment % is just a number unless you can figure out why they don't buy. Video testing tools like Morae, in the hands of a skilled tester deliver insights into the "why do customers behave this way". Both offer insights and we believe you need both tools. Compare and decide for yourself, which is better?

Morae 201: The First 8 Seconds by Todd Follansbee
First appeared in Techsmith's: News you can use - usability newsletter.

What would you say if we called your users a bunch of liars?

While lying isn't their intention (nor are we going to call them that), this article explains how users' words often "misrepresent their feelings" while their faces and bodies will reveal what they are actually thinking. Learn how to understand users' feelings and reactions to your home page by using Morae. Advanced direct user testing teaches us the why's about user behavior as well.

Read it in full on the Techsmith site.

NEW Morae 201: Gaining Deeper Insights and Earning More Revenue By Todd Follansbee
First appeared in Techsmith's: News you can use - usability newsletter.

Abstract – Learn the reasons why and the techniques for improving how you do user testing on web sites. Understanding the psychology behind user behaviors will help you deliver better recommendations and guidelines for site improvement. There is much to learn and this article addresses some of the first hurdles to be faced.

NEW The Three Stages of Site Evolution By Todd Follansbee
Sites which are not designed with careful usability and persuasion guidelines typically follow three steps in their evolution until they are optimized. These stages are Functional, Usable and Persuasive and site success is a direct result of where a site falls in this continuum. read more-

Reducing Customer Anxiety to build Sales by Todd Follansbee
In an Internet world surrounded by phishing scams, identity theft, and viruses, everyone is concerned about the risks associated with placing an order or signing up for a newsletter or product information. Here is how to reduce customer anxiety. Web Marketing Today hosts this article read more-

How to Build Consensus for Online Purchases by Todd Follansbee
Most decisions of consequence require consensus -- travel, purchase of business equipment, education, wedding gifts, expensive clothing. The boss or business associates -- even your spouse -- often need to weigh in and reach agreement that this purchase a good idea. The more expensive the product or service, the more likely it is that the purchase must be preceded by a consensus among several people. Successful websites understand this and employ simple but effective tools to ensure that they control the process of consensus building to their advantage. Learn how one site used innovative tools to build business and consensus, don't fail to appreciate the importance of this.This appeared in Web Marketing Today Read the rest of the article

The Business Case for Courtesy By Todd Follansbee
Real world examples of how courtesy can build new business. Its simple to accomplish, your customer deserve it and here we look at the many ways you can do it, both obvious and not so obvious. Are you showing your customers the courtesy they deserve? Are you showing them what you would expect? Would your grandmother be proud? :-) Read more

Usability testing on a Zero Budget. by Todd Follansbee
Abstract - guidelines for how to do usability testing yourself for free. Originally appeared in Web Marketing Today an excellent and free Web Marketing newsletter publishing since 1995. Read the WMR version. or the original more detailed version.

NEWLY updated Website design is upside down! A look at Conversion Point Architecture. by Todd Follansbee
Abstract - current web site design seems completely upside down to us. We start with the business objectives, architect the sales process via a special method and when all elements are assembled we bring in the web designers. Find out the details is this expanded version of the article which originally appeared in Web Marketing Today an excellent and free Web Marketing newsletter publishing since 1995. Read in full.

The Role of profiling and learning styles in usability testing by Todd Follansbee ground breaking information on how to take your testing to the highest level. Rough notes from a recent presentation. read more.

Search tools can hurt your business. Be careful when adding it to your web site! By Todd Follansbee 2007
Abstract: People are quick to adopt search tools on a site however they often hurt business. Used wisely they can offer new solutions which can quickly improve business as well. Here is how to use Search to your advantage. We also offer some recommended search solutions. read in full

Ending Search to build Business! By Todd Follansbee
Abstract - a case study of a technique used to provide competitive information to help prospective buyers decide between products.  By providing this information on their own and the competitions' products this company stopped many prospective buyers from further searching which increased sales. Read in full

What are the benefits of doing a Usability study for a site in redesign? by Todd Follansbee
Abstract – this is a longer review which will identify the reasons to do a usability study during a redesign by looking at the impact of other studies and discussing the potential for cost savings and the competitive advantages it offers. Read in full

Building a Sign up Page that Converts! By Todd Follansbee June 9 2006
Abstract - How to build successful sign up pages, common mistakes to avoid and how-to's. Read in full

Colorblindness and Usability by Todd Follansbee 1999
Abstract - this early study reviews the impact of colorblindness on usability for Microsoft, Amazon and IBM. 10% of males are colorblind and unless you follow these simple guidelines and test for this issue you may be losing thousands of dollars. Read in full

Using motivation and incentives to increase conversions by Todd Follansbee 2007
Two factors we look at in usability and conversion optimization are incentives and motivation. Whether you are looking for sales or sign-ups, you can increase your success by reviewing your site and addressing these issues. Read in Full (note the article is on the Web Marketing Today site.)

NEW Form Confirmation will make or break your first impressions by Todd Follansbee. Handling confirmation is far more important then most people realize. Careful attention to new approaches will make life long customers and leave your competitors wondering what happened. read more.

Avoiding website assumptions that mask your blind spots by Todd Follansbee Dec 2006
It is impossible to be objective about your site design issues without help so here are some guidelines to follow. Read in Full (note the article is on the Web Marketing Today site.) .

We also provide consulting services on these issues and more. If you would like to discuss any aspect of usability, conversion testing, personality profiling and learning styles research in usability, and web marketing, please feel free to contact Todd. If you have need of research or a particular article for your newsletter or outreach tool, feel free to contact us to discuss that as well.

There is no charge to discuss your site and how we may work together.

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Reprints
Most of these articles are available to reprint for free EXCEPT for those which appear on Web Marketing Today. For the others, as long as you request permission, provide a link to this site and acknowledge my ownership you can run them. Please don't run them without permission, we are easy to work with.

If you wish to run a Web Marketing Today article you must link to the article on the Web Marketing Today site. Dr. Wilson does not give permission to put those on your site, If in doubt just ask me.
Thanks, Todd

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