Dickson Fong

I was recently pointed towards an article on Behavioral Insider regarding behaviorally targeted web experiences. In summary, it’s a sales pitch on how targeted research can be used by marketers to drive content and user experiences.

Although I agree with the basic premise of this blog article, I can’t help but think it’s Omniture’s way of justifying their pricy services.

Yes, without a doubt, solid web analytics combined with smart targeted marketing can yield positive results. It’s simply a matter of obtaining users’ information goals, aligning them with the company’s services and core promises, and delivering on those values.

But note the end of the article, plus Omniture’s own website. Many of their optimization measures solve usability problems such as site flow and accessibility. These problems are discovered when they conduct their testing. This is expected, and of course, this data can be used to improve the website and company’s bottom line.

The rub

This is where I disagree: some (but not all) site flow, accessibility, and content problems can be addressed with plain ol’ fashioned design. All the research data in the world is worthless if it isn’t executed with proper design and direction. However, cohesive and effective design from the start can prevent many of these problems from surfacing in the first place. I don’t think it requires tens of thousands of dollars in research to figure out that there’s something wrong if a website requires five pages in a subscription funnel. That’s simply a matter of bad design. Omniture claims that only marketing can deliver this perspective.

Of course, my ramblings here are omitting the golden rule that design requires context, which is provided through above said research. However, I don’t think these costly services should be the first and final resort when good design is based on established principles or art and science that are relatively immune to social behavior and economy. Are they an aid to making the proper design and marketing decisions? Yes. But a complete solution to your company’s web experience it is not.

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