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top tasks

This tag is associated with 41 posts

There is no textbook for multi-channel customer tasks

Complex tasks may need more than a web visit to complete. They may require a telephone call to a help desk or a visit to an office, and more than one web visit. Getting a building permission is typical. I’d probably find general information online on the website of my town or province. I may … Continue reading

Assumptions anonymous and the web

“Hi, I’m Toon and I make assumptions.” Web managers ought to out themselves as addicts to assumptions every time they assume that customers do this or that customers don’t like that without having it tested or measured. Opinion-based versus evidence-based. Evidence-based is a simple concept. We do want to build online presences evidence-based. Top tasks, … Continue reading

Online content that marries the customer task to the business goal

What’s the value of a homepage in an era where Google is the customer’s homepage? From their search engine, customers arrive on the page where (they hope) they can find what they were looking for, where they can do what they came for. And that page sits where? Could be anywhere in the site, anywhere … Continue reading

Can you suffer from an overdose of business goals?

Clear links between business goals and customer tasks are a prerequisite of any successful online presence. No organisation whatsoever can survive without a sensible balance between business goals and customer tasks. An overdose of business goals (shareholder goals, manager goals, more like it) and a huge lack of customer service and trust were two of … Continue reading

Top task survey online at the European Commission

Lots of people visiting a EC website these days are being confronted with a pop-up asking them for their 5 main reasons to interact with the European Commission. Until June 2nd, a top task survey is running to establish what the top tasks are throughout this complex organisation. At the present pace, over a 100,000 … Continue reading

Are you a persona?

Are you a persona? Well, I’m not, as far as I remember. And I don’t know anyone who is or would want to be. So, why are websites being organized based on personas that don’t exist? 5 reasons not to use personas. Personas and target groups: same issues How do you arrange your website for … Continue reading

European Commission embraces Top Tasks

A European Commission blogpost among many, but quite remarkable. How since a couple of months the European Commission has on a journey to rationalise its numerous web sites with one central vision: that of the web visitor, the ‘customer’. In her blogpost Understanding what users need from us, Deirdre Hodson, member of the Web Rationalisation team, … Continue reading

Giving attention: 4 online marketing action points

Traditional marketing is about getting attention. Online marketing is about giving attention. That’s one of the well known one-liners by Gerry McGovern. And it’s true. There couldn’t be a wider gap than between these two forms of marketing. 4 basic rules lead to successful online marketing. They all start from the customer, not from the … Continue reading

SEO makes no sense if the website isn’t well managed

SEO brings visitors to the site. Navigation and content lead them through the site. If the latter isn’t well managed, SEO makes no sense. In that case, you will get more visitors, but you will frustrate them and eventually send them away. And gone is your SEO spending. Manage the customer’s task, then attract visitors. … Continue reading

A website isn’t a building, a website is a garden

A building is a project. It starts with an idea. It needs an architect, a builder, a time line, a due date, a completion. There is a beginning and an end. A website isn’t a project, isn’t a building. A website has no end, no final completion. A website is a garden. For a garden, … Continue reading