On Thu, 23 Jul 2009 07:24:58 Per Eriksson wrote: > Hi Graham, > > Graham Lauder skrev: > > Actually you are incorrect and we went through this during the Website > > debate. The intent is not to demand an action of the user as your > > suggestion does, but to provide a statement of action that the user can > > relate to. > > > > I will come back to the constant subtext. > > > > The unspoken question that is asked everytime someone lands on a page is: > > "What now?" > > > > The action statements answer that question in a way that the user can > > personally relate. > > > > "Get whatever" is brief abrupt and geeks love it for it's simplicity and > > brevity, but it's demanding in it's abruptness, it is a command. The > > problem is that with people first response to a demand in an unfamiliar > > space is "No!" > > > > No! maintains the feeling of being in control. > > > > However, make a statement that describes an action that the user can > > relate to and the decision tension is removed, there is no "black-white", > > yes-no, simply an agree-disagree which is much less threatening. > > Do we have an example of a company/organization website that also does > this as we do it? > > Sorry, but I can only find millions of examples that don't. > > Per
I'm impressed that you've had time to look at millions of websites, personally since back when I was using Mosaic I've only managed maybe a few tens of thousands or so. I do know however that if you sat on the internet for 8 hours a day for 15 years and checked out a new webpage every 5 seconds you would get to 1 million...... which is about the same number of new webpages that will go up on the internet today. But obviously you haven't seen this one: http://transact.landtransport.govt.nz/ There is good psychological and pedagogical science behind this. You can read back over several months of debate in the archives. If memory serves, the phrase "Thirsty Horses" was in the subject line. The phrase "Action Statements" was coined by us, so a search for that should also pull the mails up. Cheers GL -- Graham Lauder, OpenOffice.org MarCon (Marketing Contact) NZ http://marketing.openoffice.org/contacts.html INGOTs Moderator New Zealand www.theingots.org.nz --------------------------------------------------------------------- To unsubscribe, e-mail: [email protected] For additional commands, e-mail: [email protected]
