Dynamic advertisement delivery strives to serve ads most relevant to the user\u2019s behavior.\u00a0 I feel we can develop more effective call-to-actions in a similar way\u00a0by helping the user select a relevant context, and then using simulation in that context to refine our sense of what call-to-action is going to appeal to that user.\u00a0 I realized in the process that we have not given this adequate consideration in some recent interactive pieces\u00a0we\u2019ve produced, but\u00a0we will be more sensitive to this in the future.<\/p>\n
For example, in basic equipment orientation-type of presentations, we always have some means to contact the manufacturer for more information.\u00a0 We have taken\u00a0a simple-minded,\u00a0lazy approach in this, which is bad.\u00a0 Not only does it require the user to make an effort to tell us what he feels is relevant (which, for those who do so, should be treated specially because the effort in successfully requesting\u00a0contact likely means the user is fairly serious about something), but also it ignores any patterns of interest we might have detected in the user\u2019s behavior using the orientation.<\/p>\n
I think I more productive approach would be to weave the request for information, or suggested contact, much more into the user\u2019s discovery of the content, unobtrusively, but intentionally.\u00a0 In the title of this post, I mention \u201csimulation contexts.\u201d\u00a0 What I\u2019m thinking\u00a0is that\u00a0one can use a user\u2019s selection of different ways in which a product is used (different contexts)\u00a0to help narrow what type of relevant information the user might want to acquire.\u00a0 It\u2019s not just making a simulation that highlights unique or compelling features\u2013it\u2019s creating contexts that have problems which the product is suited to solve (and hence the user can see how the product saves the day).<\/p>\n
If we understand better what context is relevant to the user\u2019s pursuit of information, we can make it easy for the user to request that information in that context, or understand where to go for more details.\u00a0 I believe that the more that the user has to disconnect mentally\u00a0from content discovery\/exploration to go find how to contact the advertiser, the more likely they will not.<\/p>\n","protected":false},"excerpt":{"rendered":"
Dynamic advertisement delivery strives to serve ads most relevant to the user\u2019s behavior.\u00a0 I feel we can develop more effective call-to-actions in a similar way\u00a0by helping the user select a relevant context, and then using simulation in that context to refine our sense of what call-to-action is going to appeal to that user.\u00a0 I realized\u2026 Read More »<\/a><\/span><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[14,8],"tags":[],"_links":{"self":[{"href":"http:\/\/www.eqsim.com\/blog\/wp-json\/wp\/v2\/posts\/31"}],"collection":[{"href":"http:\/\/www.eqsim.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/www.eqsim.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/www.eqsim.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/www.eqsim.com\/blog\/wp-json\/wp\/v2\/comments?post=31"}],"version-history":[{"count":1,"href":"http:\/\/www.eqsim.com\/blog\/wp-json\/wp\/v2\/posts\/31\/revisions"}],"predecessor-version":[{"id":32,"href":"http:\/\/www.eqsim.com\/blog\/wp-json\/wp\/v2\/posts\/31\/revisions\/32"}],"wp:attachment":[{"href":"http:\/\/www.eqsim.com\/blog\/wp-json\/wp\/v2\/media?parent=31"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/www.eqsim.com\/blog\/wp-json\/wp\/v2\/categories?post=31"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/www.eqsim.com\/blog\/wp-json\/wp\/v2\/tags?post=31"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}