Dedicated to Discovering How People Make Choices
Every day, prospects are clicking away from webpages because they don't have the time or patience to scan a page more than six or seven seconds. Therefore, the first few inches of your landing page are extremely important. If your data is incomplete, if you don't provide a precise and compelling reason for visitors to explore your offer further, you've lost a customer.
Our lives are the manifestation of the choices that we have made and the choices that have been made about us.— Flint McGlaughlin, Managing Director and CEO, MECLABS Institute
This brief excerpt comes from a session of the Communicating Value and Web Conversion graduate certificate program created by the University of Florida and MECLABS Institute. The full session aims to introduce students to the unique and unprecedented nature of the web and how it can be used as a living laboratory to study the cognitive decision process of our customers and predict their future behavior.
This excerpt is part of Session 1 of the MMC5259: Customer Relationship and Effective Lead Management course, part of our graduate certificate program offered through UF. Click here to learn more about the program.
TRANSCRIPT:
Flint McGlaughlin: I'm going to ask you a very important question. True or false, the sum in the equation that you see is correct?
Now think about that for just a moment. Indeed, as you think about it, realize that, in certain situations, the question that I am posing for you is of the most vital importance. We were teasing, before we started this session, about your entire grade being dependent on whether or not you can answer this question. And as you probably have already discerned, that's not particularly fair. But oddly enough, many of us find ourselves in situations where this same question, grappled with in a different way, has a tremendous or significant impact our future.
Let me give you one right here. So take a look at this web page, and I'm going to ask another true or false question. True or false, this is the best place for you to get your taxes done? Now, I'm speaking to a broad audience here, because I have many different students from around the world who are taking place in this course, and some of you have a high income, and some of you have a moderate income. So it's a critical question, and I'm trying to ask you to think about it in relation to your own situation. And by the way, can you see that if you make a wrong judgment here, it could have a high impact on you? If not, let's look at another version.
True or false, this the best place for you to get your marketing education? Now once again, I want you to look at this. And you might say, "Yeah, but if I was making that decision, I would have more collateral than this to look at."
Yes, you would. But if you decide right now that it's the wrong place, you'd never have the opportunity to see that collateral. And most, if I were to look at the actual analytics, most people who come to this page bounce right back off of it.
And indeed, we make important decisions every day based on incomplete data sets, and I think we've already learned, in the previous couple of classes, that we infer to a conclusion based on the available observations. And if we don't have a complete set, we can make a bad decision, and it has ramifications for the rest of our life.
Our lives are the product or the manifestation of the choices that we have made and the choices that have been made about us.
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