No matter the particular marketing piece, the objective is to get the person on the other side to take the action you want them to take.
Your design might be a masterpiece, but won’t actually drive revenue to your business if it just looks nice instead of effectively delivering your message.
Real marketing is designed based off real data. When designing an interactive piece like a website, using heat maps or tracking click-through rates can help determine what parts of the initial design are working best, even if you’re not personally thrilled with the way that it looks.
Design is subjective, data isn’t.
They discuss why it’s difficult to separate yourself from your design biases and understand why data is such an important factor in the layout of websites and other marketing materials. They also identify some common data-gathering techniques you can use for your own website to identify what’s appealing to users and what’s missing the mark.
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