Hello all.

If you work on websites, rather than web apps, the chances are you want people to do something on that site. It might be sign up for a newsletter, buy a product or getting in touch. Whatever it is you want people to do you will find them cautious. That is just human nature. We are always looking for the “danger” in any situation. People fear making the wrong decision or wasting their money. They worry about what will happen if they act and how things might go wrong.

You can have an amazing product, great design, and compelling content. But if you fail to address people's concerns, they will hesitate to act.

A vital skill when working on websites is the ability to address these concerns. Even if content creation is not your main job, you need to guide those who create content. Otherwise, you might end up receiving the blame if the website underperforms.

Objection handling is useful not only for creating websites but also in everyday life. You may need to persuade people to do something, whether it's convincing a child to eat vegetables or getting a manager to approve your pay raise.

Identifying objections and knowing how to respond are valuable skills in many situations.

So, how do you find out what objections your audience might have?

1. Demonstrate empathy.
2. Talk to those who know your audience well.

For example, to improve a website's conversion rate, talk to the sales or customer support teams. They can help you understand people's objections better.

You can also ask your audience directly. I often run exit-intent surveys on landing pages to find out why people choose not to act. This feedback can provide valuable insights for improving the page and increasing the conversion rate.

Once you know their objections, you can start working on how to address them. It may be tempting to ignore objections, but this rarely works. Addressing objections directly shows that you understand your audience. This approach not only addresses their concerns but also builds trust.

When speaking to people directly, it’s helpful to preempt objections. Don’t wait for them to raise issues. If you address their concerns before they mention them, they have the opportunity to remain silent. This means they will not lose face in front of others, something especially important with senior stakeholders. They really do not like being corrected by someone below them!

On your website, link your responses to objections with elements that might trigger them. For example, if you're asking for credit card information, reassure users about security at that moment. Don't expect them to look for answers in your FAQ section!

There is much more to say about objection handling. I have just published a comprehensive post on my website that explores this topic in depth.

However, the reason I have raised the issue here is that objection handling is a crucial skill that anybody working in marketing or UX needs to know. In fact, it is a good skill to have no matter what your role. And yet, somehow it is not a skill you hear people discuss very often.

Hello all,

I've always been a strong advocate for establishing measurable success criteria in every project. The digital world offers us a wealth of metrics to track - from conversion rates and lifetime customer value to engagement and user experience. It's a data goldmine!

But recently, I've been reminded that adopting metrics can be a dangerous game, especially if we become too obsessed with them. Let's explore four key dangers of metrics and how to navigate them effectively.

I'm currently working with an insurance company that's fallen into this trap. They're tracking the number of quotes sent out rather than actual sales. Consequently, they're making decisions that boost quote numbers at the expense of real conversions.

How does this happen? It's called the McNamara fallacy - our tendency to measure what's easy to measure and, over time, assume it's the only metric that matters.

Be wary of this trap. While measuring something is better than nothing, avoid placing too much weight on easily accessible metrics. They're just part of the equation, and the metrics you can't easily measure (like lifetime customer value) are often the most important.

Quarterly targets are common, but they can lead to dangerously short-term thinking. If you're fixated on this quarter's sales target, you might prioritize costly customer acquisition over more sustainable strategies like customer retention and word-of-mouth recommendations.

When we focus on a small number of short-term metrics, it's easy to misinterpret what's happening. You might miss seasonal variations or fail to see that the overall picture is healthier than it appears.

I once had a client who pulled a feature after just three days because it caused a dip in a single metric at launch. There was no time to understand the full impact or whether it was having positive effects in other areas. They jumped to conclusions based on limited data.

Metrics should guide our decision-making, not dictate it. Our actions shouldn't be reduced to simplistic if/then statements (If [metric] goes up = good. If [metric] goes down = bad).

We need to make informed judgment calls, take calculated risks, and have the nerve to give ideas time to succeed. For instance, it's common for website changes to receive initial negative reactions as they disrupt users' procedural knowledge. But if you give people time to adjust, the results often improve.

So, how do we harness the power of metrics while avoiding these pitfalls? Here's my advice:

1. Use a range of metrics: Work with your team to establish metrics that encompass conversion, usability, and engagement. This gives you a more complete picture.
2. Allow time before reacting: Agree upfront on how long you'll wait before responding to data after implementing changes. Expect short-term negative impacts and plan accordingly.
3. Align metrics with overall goals: Challenge short-term metrics by asking whether they truly support your organization's broader objectives.

Implementing these strategies isn't always smooth sailing. Many organizations are deeply entrenched in their thinking, and changing established metrics often falls outside my direct control.

However, by laying these foundations early, we create a reference point for when things go awry. We can revisit these conversations and adjust course as needed.

Remember, metrics are powerful tools, but they're not the end goal. Use them wisely, and they'll guide you toward meaningful improvements and sustainable success.

What are your experiences with metrics? Have you encountered similar challenges? I'd love to hear your experiences! Drop me a reply.

If you would like a transcript of this episode, access to the links I mentioned, or any additional information, please visit the associated blog post.

Let’s talk about experience. I have a lot of it - 30 years of working with websites and web-based apps. But how useful is all that experience actually? More broadly, how much should we consider experience when hiring staff or working with a particular agency? Does sector experience matter?

We presume that more experience is better, but is that actually true?

Experience certainly has its advantages. When you've worked on web projects for as long as I have, little surprises you anymore. I've encountered and worked out solutions for the majority of related challenges.

I also have enormous experience across a huge range of sectors, from government and charities to luxury brands and startups. I understand many of the nuances of these sectors. I can see challenges or opportunities that a less experienced professional might miss.

But I'm not here to blow my own trumpet, because I also believe that experience can carry with it large downsides.

For a start, I've met many people who have decades of experience and yet they suck at their jobs. Doing something for years does not always equate to competence. To succeed in any job, you need more than experience. You need a strong work ethic, a passion for the role, and consistently produce results. I have encountered many people who have been doing their job for too long and don’t care anymore.

Also, it's easy to become entrenched in certain ways of thinking. You know what works and you stick with it. Unfortunately, the world isn’t static and what once worked may well no longer do so.

I see this from those who have worked in a particular sector for a long time. I will suggest something, and they will reject it because they've tried it before. Of course, that's no guarantee it won’t work today.

Not that I am any better. I have my ways of working that have proved reliable, and other techniques that haven't worked for me. And despite knowing things change, I have a tendency to rely on what has worked in the past and avoid things that haven't.

Experience also brings with it complexity. You understand the nuances of a situation. So, you may overcomplicate things or get bogged down in details instead of focusing on the core issues.

Baggage like this can make those with experience hard to work with when they are unable to adapt to the approaches used by different teams. If you're hiring, there's something to be said for hiring somebody with potential, but not a lot of experience. That way, you can shape them to fit your organization.

Equally, when hiring an agency or freelancer, asking for someone with sector experience isn't always the best move. It's useful to have a supplier who understands the sector's challenges. But, it reduces the chance of unique solutions that will set you apart from your competitors.

But let me be clear. I'm not suggesting you avoid people with experience. I'm just pointing out that it is a two-edged sword. If you are hiring somebody with a lot of experience, make sure they are flexible, adaptive, and self-aware. Their experience should not become a drawback, but an advantage.

As for those of us with a lot of experience, well we need to nurture that self-awareness. We need to realize we may well be stuck in our ways or not as open to giving things a go and seeing what happens.

And finally, if you're reading this and lack a lot of experience, I'm hoping this will prove an encouragement. Experience isn’t everything, and I'd suggest you ignore those years of experience requirements found in job ads. Instead, show enthusiasm and commitment. Make those with more experience look stale, unenthusiastic, and inflexible by comparison.

If you would like a transcript of this episode, access to the links I mentioned, or any additional information, please visit the associated blog post.

https://boagworld.com/emails/charity-web-design-and-psychology

If you would like a transcript of this episode, access to the links I mentioned, or any additional information, please visit the associated blog post.

https://frontendmasters.com/blog/fast-and-budget-friendly-user-research-and-testing/

If you would like a transcript of this episode, access to the links I mentioned, or any additional information, please visit the associated blog post.

https://boagworld.com/emails/recruiting-user-test-participants-doesnt-need-to-be-a-nightmare/

.If you would like a transcript of this episode, access to the links I mentioned, or any additional information, please visit the associated blog post.

https://boagworld.com/emails/the-rise-of-the-voice-and-conversational-interfaces

If you would like a transcript of this episode, access to the links I mentioned, or any additional information, please visit the associated blog post.

If you would like a transcript of this episode, access to the links I mentioned, or any additional information, please visit the associated blog post.