It’s exciting – you’ve got so much to say. It’s your web or pitch wonderland and you want to invite everyone to come play with you.
The only problem: When everyone gets there – they don’t know what to do :S
Christmas is a fun season, but having a page (especially the Homepage) or pitch deck that looks like a shining Christmas tree is NOT a good thing. The issue with Christmas trees is that when you look at them they’re pretty darn awesome… but where do you look first? This is a clear rookie mistake with websites and pitching – UX. The User Experience is not taken into consideration… leaving the browser/ listener reeling and confused.
UX is just like pitching – so hence: UX – where are U? Get the pitch out.
On any given page or pitch (it’s ultimately the same thing), the merit of how well you know what you are doing is knowing how it will be consumed. To get a handle on this here’s a few tips:
The best sites (in my mind) know exactly what traffic and interest is being generated and giving them exactly what they need to ask for more. In my mind the best offerings take you to what you need to hear/see when you need to. The next step is making it simple and clear to be able to get more with the use-age of emphasis and direction.
In UX – look at the size of the type you use and the colours you use. Colour is a marvellous too to drive the eye to read data. So only have your primary action colour in 1 place above the fold and generally below the text you want people to read. Type is wonderful when used intelligently. Natively the eye will flow to the greatest density of text. Have your 3-5 word explainer in really big text, then a small, deeper description below that and then an even more detailed explanation below that. The condensing of the type is a powerful tool ot lead the eye to the “Get Started”button in your hot action colour below. Check out MailChimp to see what UX should be all about.
In the pitch – it’s no different. Expain the business in a simple 3-7 word sentence that makes the investor/ purchaser want to know more you want to get the pitch out as quickly and clearly as possible. If you’re pitching the right offering at the right punter, they will want to know more. Then ease them through the 45 second pitch and work to the 4 minute drill-down. If you feed them too much at one point in time – they’ll feel ill. Starters, Mains, Dessert. A great pitch is like consuming a wonderful meal – each plate wonderfully prepares the palate for the next.
In UX – When taking people through a sign up or purchase, the more there is to distract the browser from filling out the form, the lower the chances are that the form will be filled. Keep the slate clean and less leakage will occur. Don’t offer chocolate if all you want is for people to eat vanilla.
In the pitch – He – no surprise… it’s no different. Sometime the best products / startups are pitched poorly because the entrepreneur gets so excited that they shoot through the pitch. Go checkout keynotes from Steve Jobs. The man was amazing at ebbing the pitch and flow of the talk – with powerful pauses which allowed the listener to assimilate the information or to create anticipation for the powerful statement (aka bomb) that was about to be dropped. It’s the power of the silence that accentuates the drop of the pin.
Every step in the user journey should be a sale. Big sales are hard. They take months if not up to a year. Start small and upsize.
In UX – follow the analytics – when you do, you will see where people are dropping off. Pages that have tons of text or overwhelming imagery can create fatigue quite quickly. Break the journey into smaller “learn more…” bite size chunks. This will allow the user to sell themselves on the process and you will quickly know what is working and what’s not.
In the pitch – When you see the listener is getting confused, stop. Backtrack to where they were excited. NEVER ask if they are confused – you’re attacking their egos. Go in with a small sale and upsize. As you upsize you should be able to feel a barrier pop up. If it’s there, don’t keep trying to sell – rather engage the listener about how to move forward or entice questions from them. The worst situations are caused when a proposal is too rich for too much risk. Let them tell you if they are interested in more. If they don’t think you’re right ask WHY – you probably didn’t do a great job of explaining yourself.
What do you think? Got any great thoughts or advice to share?