Sign up for the 2-day sale preview!

Sounds great! I sign-up, they send me sale information before anyone who didn’t click! It’s a compelling call to action for someone in the holiday buying mode.

Now, I’m totally sensitive to design. It’s my passion…that is, until it disrupts usability. Target is a great brand. No living, breathing American doesn’t recognize their red target logo or Bullseye the Bull Terrier mascot.

There’s a time when you want to maintain design conventions: colors, patterns, and style. Then there’s time to realize that maybe those conventions might not work as intended. They may actually impede the customer’s intent. That’s when you need to stop and re-evaluate and re-design.

That’s what I found when I clicked that call to action. A very pretty overlayed registration box. I entered my email address twice. I clicked the opt-in boxes. Then…

I clicked the Cancel button.

Why? How can that happen? I wanted to sign-up. I got this far. What was I thinking???

Here’s why. Take a look at the two action buttons. The more prominent button is the Cancel button. It has more visual contrast and is featured on the right: the path I am more likely to take if I am expecting to “move forward.”

Why would they position it that way? Why would they make the Cancel button the most prominent action and image on the screen?

Sometimes it’s the simple things that escape us. I am a big proponent of not making it easy for someone to say no, particularly if they have made it this far in the purchase funnel. If they are not interested, they can always click the close window option.

I did go back and tryit again after I realized what happened. I wonder how many other people quickly filled-in their email address and instinctively clicked the more prominent option and didn’t go back. Ah, consider their disappointment when they don’t get their 2-day sale reminder.

Don’t make simple mistakes in an already difficult economy and shopping climate, particularly at what is the biggest shopping time of the year. Even though something may be designed one way, keep an eye on results and analytics, and change what doesn’t work or can work better…and change it fast!

Hey Target…Consider this a little free advice.

Happy Black Friday!

Taken from the “I saw it on the news at 5:00 this morning over coffee” category, Google’s user’s search habits are being used as a predictor of flu outbreaks. Google touts the following on their Outbreak page…

We’ve found that certain search terms are good indicators of flu activity. Google Flu Trends uses aggregated Google search data to estimate flu activity in your state up to two weeks faster than traditional systems.

People are increasingly jumping on the web with symptoms before contacting their doctor. So what’s up with this aching, runny nose, stuffy head feeling I have coming on? Let’s check Google and see…to the tune of 75% of Internet users polled between October and December of 2007 according to the Pew Internet Project.

With trends, it’s all about timing. A rise in search terms indicates an increased interest. A fall would indicate decreasing interest. There wouldn’t be mass numbers of people searching for flu-related terms in the middle of summer, for instance, as that’s not a typical time for the flu. Watching trends on a regular basis will help you to see where the rises are and prepare accordingly.

Trends are a huge factor in seasonal topics. If your business is trend-oriented, you should keep an eye on what Google’s data shows.

Paging Doctor Google…it hurts when I do this…

His exact words?

“To this day, I have to say that the best thing for Microsoft to do is to buy Yahoo. I don’t think that is a bad idea at all…at the right price, whatever the price is, we are willing to sell the company. We were ready to negotiate, we wanted to negotiate a deal, and we felt that we weren’t that far apart. But at the end of the day, they withdrew and they since have been very clear about not wanting to buy the company.”  

Read full article >>

First, a lot of people ask me, “What’s the difference between Google Insights and Google Trends?” Great question. The difference may seem subtle at first, however they are quite different. Essentially, I note Insights as “Trends 2.0.” The data described is over time and both are “scaled and normalized.” as Google notes it:

The numbers on the graph reflect how many searches have been done for a particular term, relative to the total number of searches done on Google over time. They don’t represent absolute search volume numbers, because the data is normalized and presented on a scale from 0-100; each point on the graph is divided by the highest point, or 100. The numbers next to the search terms above the graph are summaries, or totals.

You’ll note that Trends gives you news articles, which I like to use as a barometer of sorts to reflect why a particular rise in searches may have taken place.

Insights, however, focuses more on relative searches: what other terms a searcher may have been searching for and their “trends” in search volume.

To get a better idea, take a look at these examples of the same request comparing Baraack Obama to John McCain using the two tools.

Google Trends: (click image to enlarge)

Google Insights: (click image to enlarge)

We’ll take a closer look at both of these in future posts. For now, let’s get back to the question at hand: who’s really leading in the elections according to Google. Using blue for Obama and red for McCain, you’ll note a dramatic rise in searches for Obama since mid-September, yet a slight rise or John McCain. However searches remain far higher for Obama, with a recent steep climb mid-October. 

Based on this data, Google predicts the next President of the United States is…Barack Obama.

Regardless of what search volume tells you, Google does not participate in the Electoral College. Get out there and vote on the 4th.

Legendary rock band AC/DC just released, “Black Ice” their first new album in over eight years. Black Ice was released on October 8^th and rocketed to the top of the charts selling nearly 800,000 earning it the distinction of being the year’s best-selling rock debut.

Black Ice marks the band’s second stint at #1 (1981’s For Those About to Rock … We Salute You reached the peak several weeks after its initial release), and the first chart-topping debut of the band’s more than 30-year-career.

So why am I writing about AC/DC on my marketing blog?
One, I’m a head banger from back in the day and a huge AC/DC fan.
Two; it’s not every day that a marketing strategy can easily be classified as both insane and brilliant, this one has me torn. I may just have to put it in the things that make you go, “hmmmm” category.

The marketing strategy was to go low tech or as AC/DC’s website boldly states, “Low Definition™”

1.     In the U.S. this album was sold exclusively through Wal-Mart, Sam’s Club and the band’s official Web site. You cannot find the album for sale or download at Amazon or iTunes in fact I can’t find it for download at all. You have to buy the physical CD. In today’s iPod centric culture this would seem to be a very risky marketing plan.

2.     A viral video campaign was launched post album release, October 23^rd to be exact. The video which can be viewed on YouTube or downloaded is done completely in Microsoft Excel and being described as, “The world’s first music video in an Excel Spreadsheet. AC/DC smashes through the corporate firewall with real rock ‘n’ roll. Watch the video playing back as ASCII art in Microsoft Excel!”  - Excel? Really? Maybe I can order a cool AC/DC tape dispenser or desk caddie??

My first reaction to this marketing campaign was disbelief. AC/DC sold out! Selling exclusively in Wal-Mart!?! A video created in Excel designed to, “smash through the corporate firewall”? What’s next, a concert at Disney? Who are they trying to reach? Head bangers don’t hang out at Wal-Mart! We go to the local record store to get our…oh wait a minute…there are no more local record stores and head bangers are now in their 40’s with 2.3 kids, 9-5 jobs, safety rated vehicles and a house in the suburbs. Oh crap! We do hang out at Wal-Mart!

When you ponder the fact that AC/DC achieved critical mass in the 80’s you soon realize that the average fan has become just that, average. The days of dreaming of Tawny Kitaen writhing around on the hood of a jaguar in Whitesnake’s, “Here I go again” video are long gone. The rock anthems that played over and over in our minds, songs like Twisted Sister’s, “We’re not gonna take it” and Ozzy’s, “Crazy Train” have been replaced with the Sponge Bob Square Pants theme.

Guess what else? It turns out we use Excel too. Not only do we use it, most of us like it. Think about all the cool things we do with Excel like calculations, equations and rockin’ macros! No one rocks a spreadsheet like we do, always trying to get our forecasts, “back in black”.

AC/DC didn’t leave the current generation of rockers out either. AC/DC will be the first band to get to get its very own version of MTV’s video game phenomenon, “Rock Band,” which is due out November 2nd for the PS2, PS3, Xbox and Wii and will be sold exclusively (where else) at Wal-Mart /Sam’s Club.

It doesn’t hurt album sales (are they still called albums?) that just about anything from the 80’s is popular again, you know, “what’s old is new”. AC/DC is cool (do they still say cool?) again for a whole new generation to rock out to. Maybe buying a CD brings back fond memories for the current generation the way buying an 8-track would to mine.

Okay, so maybe AC/DC is on to something with their Wal-Mart sellin’ spread sheetin’ ways. I guess I should be happy, one of my favorite bands didn’t sell out, they sold in, sold in to my surroundings making it easier for me to find and enjoy a great band with a great brand at an everyday low, low rock ‘n’ rollback price!

The only question I have now is how AC/DC will market to me in the next chapter of my life? Maybe my pacemaker will have download capabilities and be able to beat my heart to dirty deeds done dirt cheap?

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