There’s a disturbing trend going on in web marketing right now. And like straw that breaks camels’ backs, I’ve had enough.
Metrics are awesome. I like metrics. You like metrics. Some people really like metrics. But to what extent? And perhaps more importantly, at what cost?
Alarmingly (and I am not overstating my case), more and more marketers are sacrificing user experience for the sake of niche tracking. My dear friends, this should never be! Your site’s usability should always be the foremost consideration. Always.
For Instance
More and more, I’m seeing an issue crop up in regional businesses that are running simultaneous marketing campaigns. A marketer will have one phone number on one web page hosting a special, with another number on the contact page, and so on. Sometimes as many as five numbers on one site! Sure, this may be a great tool to see who’s responding to your ads here or there — but it’s awful for your users.
Why would you put them through this? Your marketing constantly tells your client that you’re here for them. So be there for them. Cut it out with the confusing number system. I mean, for goodness’ sake — it can’t possibly be accurate. All it takes is for one person to put that “tracking” phone number in their contacts, and then call you ten times, and Voila! Your analytics just took it on the chin.
Further, this whole micro-site trend is starting to make me gag. Look, when you’re Coca–freaking–cola, you can build a micro-site advertising a contest to become the next American Idol. Whatever. But when you’re Jim’s Plumbing — you don’t need a 1–3 pager every season advertising some new seasonal special. Put it on your site! Every time a small-medium-sized brand has tried to divide itself “to expand its reach” or “to better measure efficiency,” disaster waits around the corner.
Final Thought
The point is simple: Don’t become so bent on your analytics that you get hung up on yourself. It may be your business; but it’s your users’ agendas that matter … not your own.
Addendum
I guess what really frustrates me about all of this is how web marketing companies seem to be egging on these trends and others like them. WHY?! Are you really that hard up for cash? What’s your point? You know it doesn’t work. It reminds me of those cable bigwigs in the DirecTV commercials that are always like, “Hey, let’s raise our prices! Then they’ll think we’re quality!” I wonder if some web studios have similar dumbfounding meetings. Surely we, as a society, have produced better developers and marketers than this. Right?
