Yet another web site funnel
Wednesday, October 17th, 2007
A funnel is often used to illustrate how many of your target audience will finally perform a desired action on the web site. For those who still believe that the mere existence of a web site is enough to get the “e” part of their marketing job done, a funnel is a handy tool to prove how wrong they are.
General marketing concepts can often be applied to web sites, too. One such example is the AIDA concept used in advertising. An ad needs to draw attention, then interest, then desire, and hopefully triggers some action. Web site marketers are constantly looking for methods and metrics to support each of the 4 steps.
Attention can easily be measured by page views. But isn’t there something before the “A”? If a web site cannot be accessed by people with disabilities, it can’t attract their attention at all. So should things like accessibility come before attention? (more…)
