13 Articles worth reading… (Spotted: Week 6-7, 2011)
This time, a collection of links (and summaries) including articles related to: Social media and social search, web strategy and web management, Optimisation, usability testing and Eye tracking.
Social media & social search
Google Search Finally Going Fully Social With Shared Twitter Links And Even Quora Data
More Google (social) search news. Adding “shared” information to SERPs is a sensible way of making use of open data. It’s basically recommendations for search results. As I’ve written about, certain results shared by certain people (or combinations of people) seem to get a bump up your (personalised) search results.
How To Target Social Tribes On Facebook
Pressing the right psychological buttons is always centre to marketing, but the ease at which you can tribalise a brand varies a lot from sector to sector and product to product.
Web strategy & web management
Erase and rewind
The BBC is going to close and remove a number of old websites. This has generated an interesting and worthy debate about historical content and how it should be archived rather than destroyed. The cost (and difficulty) of keeping such archived content is hardly worth mentioning. The similarity has been raised between this wiping policy and the same one the BBC had for video tapes back in the 60s and 70s – resulting in programmes and performances being lost forever.
Are marketing images damaging your website?
Banners that don’t match the task a visitor is trying to complete and “filler” marketing images and being shown time and time again to be either ignored, or as Gerry points out there – even detrimental to the trustworthiness of a site and the chances of goal completion. Worth re-reading this Nielsen Alertbox article too
Linking Google Analytics to Webmaster Tools
A long awaited improvement. I’m of the opinion now that even if you are running another statistics gathering script on your page, you probably should make sure GA is there too.
How to read the RSS feed of any Facebook page
Cross-feeding updates from one social media site to another, or back to your corporate website is an increasingly important aspect of a web presence. For some organisations (such as Swedish Councils) archiving these updates is a requirement. Pulling out status updates from a Facebook page as an RSS web feed is possible, but how you do it is not widely known. This post explains how.
Guide to Website Navigation Design Patterns
A good quick overview of a number of navigation design patterns. Be careful with some of the drawbacks though, as some of them aren’t fundamental drawbacks of the particular navigation type. The Bible for anyone interested in this subject is James Kalbach’s Designing Web Navigation.
Intranet & Collaboration
The Social Business Employee Manifesto
Here’s another manifesto – from May last year – outlining the ground rules for the business employee relationship in the era of social business.
Why Yammer Failed
A little intranet story showing again how important it is to have management buy in. At the end of the day, someone above you can stamp on pretty much anything they want should they want to – no matter how well planned, justified, and implemented.
Optimisation, Usability testing & eye tracking
Appsumo reveals its A/B testing secret: only 1 out of 8 tests produce results
Not every A/B test will give you a strong result, as this article explains you might end up with an awful lot of non-results. Take-homes – Weekly iterations, patience, persistence, focus on the big.
A guide to carrying out usability reviews
A DIY usability review kit – including a scorecard template. Have a little play on your own website.
To Track or Not To Track
For me, it’s a no-brainer. Eye tracking combined with retrospective think aloud interviews gives you data and insight that other usability testing can’t. Make sure you read the comments on this post.
The value of eye tracking vs. observation and mouse tracking
Tommy expands on his comment to the “To Track of Not To Track” blog post above by showing the extra value that eye tracking can give compared to traditional usability testing (or mouse tracking). The post is quite technical in places, but ultimately what it explains is that eye tracking testing in this case highlighted issues that otherwise wouldn’t have been spotted.