What do users really want?
It's a question that publishers ask themselves all the time. We look at the comments our articles receive. We review our stats. We check the popularity of keywords. We ask for ideas on Twitter. And we do all sorts of other things that try to second-guess what's going through our users' minds so that we can deliver content that interests them most.
But maybe we're asking the wrong question.
Maybe the question we should be asking is: what do these users want?
There is a tendency to see users as a single, giant block. A publisher will assume that when users visit a site about role-playing games, for example, some will be interested in reviews, others in strategies, and a few more in news about gaming. So a smart publisher will create content on each of those topics, balancing each category to satisfy everyone and maximize earnings.
Those user preferences might be true, but focusing on what users want ignores what they feel - not about the topic of the site, but about the site itself.
When a visitor reaches a site from a search engine, he has no idea whether the site is going to deliver the content he wants. He's been offered a giant list of options and he's going to give maybe two seconds to the first choice before heading back to the search engine and trying the next option on the list.
For those visitors, you need to act fast to reassure them. You need page design that looks professional, headlines that grab the eye and opening paragraphs that spark curiosity. You need to pull the user in quickly and start to win his trust.
Returning users though already have your trust. You don't need to persuade them of anything. You just have to make sure that you don't disappoint them.
The differences might be subtle but they do need to be considered. Plenty of publishers create keyword-rich articles to bring in search engine traffic, for example, but content like that does little for returning users who want information that's informative and easy to read. Create too many search engine articles and while you'll bring in lots of new visitors, you'll lose many of the old ones.
Chitika seems to have noticed the difference between these two groups of users. Its Premium ads - the replacements for the old eMiniMalls - are only shown to search engine traffic (and not even to all of those visitors). The question that we need to ask ourselves as publishers is what else we should be showing them.
It's Del.icio.us!
Furl It!
July 7, 2009 09:51 AM
I think I need to redesign my blog to make it look a little bit better. Good tips.
July 8, 2009 08:01 AM
Well joel, Like you said if you didn't catch the visitor attention in the first seconds then you lose him
For me i interested in website that
1 - Professional Design
2 - Very Good Content ( important one )
3 - Fresh Content
4 - Easy to contact with the writer, i don't like to feel that he is unreachable
July 8, 2009 01:04 PM
Well .. this is really good one!
Of course, maybe i'm wrong and my high beer concentration in blood make me see things .. yet is not first time when in Your overall published articles/posts/whatever I see the social-media expert Joel winning against internet marketer Joel.
And that is clear in benefit of peoples who read "you" to learn something.
To write for visitors (costumers, users, peoples) instead to write for SE, that is not only against what "gurus" try hard to convince noobs to do, but is in fact THE WAY, the real way. To success, to fame, to gain trust and so on.
Four lines on above post have made my day brighter. Thank You, Joel.
July 9, 2009 05:03 AM
Hmmn. You are right. I used to see visitors as just a single block coming in. Wrong principle. Thanks for letting me understand Joel.
July 30, 2009 08:47 PM
i just write a post about how to redesign a blog . i think every blogger need to do this once a year to keep their blog have a fresh looking
August 2, 2009 08:42 PM
I think maybe the problem with most websites is they probably try to please as many people as they can, which can sometimes end up pleasing no one because the themes and the content lack focus. Marketers probably learnt something about not doing that but most forget these lessons over time. Timely reminder indeed.
August 5, 2009 04:56 AM
It is true, if you are unable to catch your visitors in the first few seconds, then it is little bit difficult to drag them back. But if your web content is very nice or if you are always posting fresh write ups, then sensible visitor will definitely stick to your post and even share his/ her knowledge with you.
August 12, 2009 03:53 AM
I like very much your way of presentation.. I got more useful information on this blog.. Thanks to sharing the useful information....I keep seeing articles like these.
August 12, 2009 05:11 AM
First time I have seen your blog and what a great post that was!Remember the saying "Genius is 99% perspiration and 1% inspiration"So once you have a great idea you have to work hard to turn it into a viable product that doesn't just exist in your head.Keep up the good work.
August 13, 2009 01:44 AM
This one is the blog which I like most,I would like to thanks that master brain who make all this for the readers like me.keep up writing good job.
August 17, 2009 01:53 AM
Great tips, it is really very good information. When i think of redesigning my site, i'll definitely follow your tips.
August 17, 2009 04:11 AM
I like your post very much, i'll use your suggestions at the time of redesigning of my website. Thanks for sharing such information.
August 17, 2009 05:27 AM
You have written very nice article. This is very useful article.
August 18, 2009 01:27 AM
Great post, I found so many information form your blog. Thanks for sharing all the informations.
August 21, 2009 01:37 AM
WOW... What a post. I never come across such a lovely post which is very well written, to the point and have every thing which a target customer is looking for. Thanks for sharing a wonderful post. :)Keep up the good work.
August 22, 2009 05:23 AM
Your way of writing posts is great and I think this was and will be your best strategy to win the attention of your readers. Content was king before but now I think link baiting contents are the ultimate king.Keep up the good work.
August 24, 2009 02:52 AM
Well written content that is relevant to the reader and some sensible keyword density and that's half the battle.
August 24, 2009 04:43 AM
Found the information worthy as I had no idea of posting a comment on the blog.I keep seeing articles like these.I would like to say thank you for sharing this cool article.
August 24, 2009 11:45 PM
Yes, it is true all users don't want the same thing. It depends on their work and their strategies.
August 25, 2009 01:03 AM
Nice informations. I like your blog very much. Thanks for tips for redesign the website.
August 25, 2009 01:13 AM
It is true, if you are unable to catch your visitors in the first few seconds, then it is little bit difficult to drag them back. But if your web content is very nice or if you are always posting fresh write ups, then sensible visitor will definitely stick to your post and even share his/ her knowledge with you.rep
August 25, 2009 03:15 AM
Thanks for these great tips for redesigning websites. You have posted an excellent topic.