One rule that marketers find hard to grasp is that online, people prefer objective writing to hype. We don't just dislike 'boastful subjective claims': we read it more slowly and understand less. In Nielsen and Morkes' classic study, just removing...
Blog: Content writing and content strategy insights
Posts tagged "user experience"
Grrrumpy-making forms
Yesterday I sent an email to my mobile phone company, and they asked me to provide my street address. My street address? Why? I had already provided my email address and cellphone number. I was startled, annoyed, and suspicious. I...
Use relevant, authentic photos or none
Eyetracking maps show there is a certain type of image that people literally do not see on a web page. It is amazing to realise that images can be totally ignored by a sample of 30 people in the entire time they spend looking at a page. A selective blindness strikes virtually all viewers.