Visualize the Impact of Your Digital Strategy | Bounteous
In his model, Fogg establishes the relationship between levels of motivation and the degree of effort an individual might be willing to apply in order to achieve a task.
in the continuum of “ease of use”/motivation there is a threshold for activation or line above which we expect people to engage in action; anything that falls below means that the trigger will fail.
What do we mean by “making it easier”? It means reducing the friction or cognitive load on the users when it comes time to interact with our websites, apps, etc. We achieve this by:
Meeting our users in their preferred channels and providing continuity/awareness across those interactions (think of someone who begins their shopping experience on their cell phone and completes it on their desktop once they get home). Improving access, whether that be pushing accessibility under WCAG guidelines or supporting multiple languages. Better organizing information and/or functionality so users can find what they need in an intuitive, natural fashion. Streamlining the flow of actions or steps required to complete an activity. Providing the user with help along the way (contextual messaging, live chat, etc.). Remembering the user (profile information, past preferences, likely interests, personalized recommendations, etc.). Reducing web or app load speeds
we will want to make sure we are measuring the impact of our initiatives—this means having the instrumentation and systems in place that will allow us to capture the right level of information, and analyze it in order to understand performance
When you want to understand how a particular initiative on your strategic roadmap will impact the bottom line, you can start to think of the different levers available, their interplay in engaging and acquiring users, and the scale of the potential impact.
it is important not only to understand the effects of the strategy, but also to prioritize the right initiatives to maximize the ROI for the enterprise while being able to identify the points at which diminishing returns are reached.
Posted on September 26, 2019