Following yesterday’s piece about giving up easily, here’s a Tactical Tuesday follow-up on context of view.
I don’t know if the term “context of view” is universally used. But I use it, and I haven’t found a better way of saying it.
It is self-explaining.
Here are the two questions to ask to find yours.
When you make a marketing asset (I’m mostly thinking of landing pages), ask yourself these two questions:
1 – What did people see that led them here?
2 – What will they see next?
If they clicked on a link that said “get a thing,” your landing page needs to convey “here’s your thing” as soon as digitally possible.
If they clicked on “learn more about taxes,” the landing page needs to lead with something tax-related.
These are both examples of “message matching,” which is a large part of context of view (and is a topic for another day).
Then, if they read and click through your slick, well-designed landing page, where will they end up?
An equally slick and well-designed product page/cart?
A nice, ready-to-download pdf?
Or a lo-fi Google doc that might feel like an afterthought?
In both cases, there are design-continuity, UX, message matching, customer journey, and stage of awareness implications to consider.
Each requires your attention (and each is a topic for another day).
And they all stem from those two little questions.
Context rules,
James
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