Not so! Had I not witnessed it with my own eyes i would not have believed it either. When I visited the Googleplex, Marissa Mayer was still head of their user interface design dept. They've put in more time studying user behavior than most anyone. Even if it applied to their web properties and app's, as a whole Google is tapped into findabitlity, searchability, searcher behavior and much more.
I just read an article that talked about how Marissa Mayer is UX driven. She tests everything. If you spend some time on Yahoo! you'll see a lot of changes going on.
I believe in UX and A/B testing.
We did an A/B test on one product for a client. Actually, I added it to a bundle as a teaser. His conversion increased 84% over approx a 4 month period.
When I called him to show him that, we drilled down on what that meant. What was a conversion, on average, worth to him? To make a long story short, the net present value of the additional revenues over 5 years at 5% interest was $103,000. He paid me $7,500. That makes his ROI - 13,700%
My next question was - "I wonder if it would be worth it to do this with your other products too?"
His answer - "All of them and is there a way you can do this even faster because I have two more sites for you to get to."
To get people interested in UX, you first have to get them to see the value in it. My example above is one of many ways to do that. Every situation is different and a different approach may be necessary as a result.
The one thing that doesn't change is -- they have to see value in it first, before they will buy.
The next step was to let him know that looking out for his interests, it would not be fair of me to redesign his site one product at at time. I suggested we redesign his site with conversion in mind and then start A/B testing (this has the added advantage that it will be a lot easier to create the A/B tests). That's what he did and that's why I did the re-design I was talking about in the previous post.
Once the new site is up, he'll pay me a fixed monthly fee and I'll add a new A/B test each month. We'll keep going until we're done. This will go on for quite some time.
Sales is so integral to all business that it's almost impossible to suceed without a solid knowledge of the principles.
It used to blow me away in my early business consulting days how many people started a business and hated sales and didn't want to have anything to do with it. I'm reminded of the book The E Myth by Michael Gerber. The point of the book is most people go into business for all the wrong reasons. Usually it's to do what they love and then they find themselves doing everything but what they love (like sales) or, they go out of business.
Sales means you have to understand what the customer is dealing with. You must understand their problems, in their terms. If you do, they will literally come across the table at you to hear what you have to say. Much like the example I gave above.
I've been in business for 25 years. I know the problems business owners are dealing with. And, I know how to talk to them about it in a way that will get a postive emotional response. Without the emotion, they'll never act. You will have great success if you can peel away the layers to find the real concerns that will lead you to the reasons that they will act, today!
Then, you just have to explain it to them in a way that they can understand.
Edited by chuckfinley, 17 March 2013 - 01:08 AM.