Quietwater Media
Friday, June 12, 2020
Over and Out
Monday, August 28, 2017
Cognitive Load - fancy phrase for something that makes sense
It's website up date time, so I've been casting around looking for inspiration. The usual tempting side tracks show up. I go down them and soon a weekend afternoon has pleasantly spun away. As on the ground, random wandering online is every bit as good as random wandering on land.
In looking at my peers, I see that very few have a video on their home page.
First thought - strange.
Isn't it strange that digital marketing companies tend not to have what many call the #1 tool in marketing - video - prominently displayed on their home page?
Why?
I looked at many sites with this in mind, and it seems to be consistent. Few digital marketing companies use video on their home page.
Why?
The answer I agree with the most, involves a fancy new word of the day. Phrase actually - 'cognitive load'.
Lovely phrase, n'est-ce pas?
In a nutshell, this phrase boils down to recognizing (or assuming) that a first time visitor to your website HOME PAGE, is there with a quick shallow mindset, which primarily means using their eyes. They're in scanning mode. The funnel notion fits here. First time visitors being at the 'top', not really looking for specific info. Most often, most of them are browsing, not really lasered in on one thing. Ideally, this visitor is beginning their education on you and your company, looking to see if what they like is actually present. If it's there, they will likely still leave fairly fast, but some of them will return. Their return visit will be different than their first visit. That second visit will likely take them straight to the stuff they liked on their first visit. Less wandering and more focus on what they're after. This is a good thing - and also it puts them further into (or down) the funnel.
'Cognitive load' speaks to how hard you make a viewer work to understand the 'thing' on the page they are visiting.
The art is in matching the 'thing' on the page to the most common viewer mindset for that page. A light cognitive load is going to be mostly visual. Text will be big headers and short phrases. Lots of colors and pretty shiny things, intended to allow for easy engagement and quick digestion. Again mostly visual. Our eyes excel at digesting the light fluffy stuff, usually in the foreground and right there for all to see. No underlying messaging. No nuance. This is the most common mindset of a first-time HOME PAGE visitor.
Remember our hairy barefoot ancestors freezing in the cave - if they missed the visual cues right in front of them, Mama Sabertoth got an easy meal and your family line met its final destiny. So our eyes are indeed critical for that first and almost always quick impression, but that's it. After the foreground is determined to be safe, eyes are off to the next pretty shiny thing.
Makes sense to me.
To some extent, a website needs to mostly fit this theory - home page (aka top of funnel) quick to consume, easy to digest, comforting and non-threatening. A light cognitive load, like a beautiful grassy meadow full of fat sleeping deer would have been to my hairy barefoot ancestors. Or yours.
I like this hunting analogy because it tends to go from rapid shallow scans to more focused critical stalking, once that focus is achieved and a target is selected.
Again, those rapid shallow scans, surveying the field or the home page, are a light cognitive load.
That more focused phase of the hunt, both on the grassy plain out in front of the continent-sized ice lobe and modern day online, is a HEAVIER cognitive load. More focused, more thought, more concentration. A narrowing and more intense use of the senses. More complex and engaged concentration on one thing. Then it was stalking that closest, fattest sleeping deer. Now it's making a decision on what to buy or what to read or what to listen to.
Putting a heavy cognitive load (something with audio and a linear message) on a home page is akin to forcing a viewer to stalk, when their mindset is most likely set to scan.
Once again, this is nothing more than matching your content and its position to the most frequent mindset of your user and the page they are viewing.
I'm not writing to disparage online video. I am writing to suggest an alignment of content to mindset.
Put light fluffy and attractive 'stuff' on your home page. Entice a visitor. Make them curious. And make it quick. In line with scanning.
Interior pages, deeper into the funnel, are for the detail and the heavier cognitive load, like video (with good audio). Scanning the fat sleeping deer in the meadow is the light cognitive load. Make your home page like this.
Once the focus is made, the cognitive load gets heavier as the stalking begins. This is analogous to the viewer clicking a link on the home page and going to an interior page. Equally as likely, they leave your site to continue scanning, but they remember that close in fat sleeping deer. And they come back and go right to an interior page that is heavier with details and relevant information. Video is a great tool for an interior page, where a heavier cognitive load is MUCH more inline with the viewer's mindset.
OK. I've ranted about 'cognitive load' and I still have not decided on an updated look for my website.
P.S. - Red Pepper Media wrote the first page I went to in my scanning. They offered up the first intriguing mention of 'cognitive load' that I found. There's a ton of information out there on this psychological topic. It's a big one. Well established. And relevant to how your site should be designed!
Thursday, May 25, 2017
matching your efforts and your desired viewers
Monday, January 2, 2017
Marketing Starts with Content
Monday, March 14, 2016
Teachable - a new option for showing, sharing, and teaching
QWM has long offered DVD authoring as an option for clients with content that they want to sell. As the years tick by, like so many other things DVDs are gathering a good bit of dust. While they remain entirely valid and useful AND "sellable" for lack of a better word, other options are popping up. Valid, high quality alternatives, like Teachable. Every time I visit their site I find cool examples from businesses that are using Teachable as a platform to show and share and teach AND sell. I think a platform like this exceeds what a DVD can do by far, AND it offers a way better fit for iPads and phones.
I'm sold on it and now that Canoecopia is over, I can construct my own Teachable offerings to show and share and sell a course on making wood paddles. This is a life long personal interest that I have long been dabbling in and selling the occasional paddle and paddle kit. Along the way I wrote a book on it and now this Teachable course, soon to be online and available. Hopefully :)
As a long time videographer and editor, content creation is the best fitting "catch all" vertical that describes what I do for clients. As an indie author and soon to be multimedia course "owner" (maybe creator is the better fit?), I like the many DIY alternatives that are out there, empowering small businesses and making it easier for us to compete with the crusty old dinosaur big businesses that are out there. I think platforms like Teachable, Createspace, and the many indie publishing options like Kindle and ibooks, serve to level the playing field. Content and platform are far better competitive tools than price and old school distribution. Of course the old stuff, like old school blue blood Republicans have not gone away by any means. Hustle and an ability to sell your goods and services remain critical. To me, these new platforms enable those two critical attributes. As other have said in the past -
"...power to the people AND new school Republicans...." Now go make something and sell it!
Thursday, April 30, 2015
Z is for Zimbrick
This is an annotated video for an auto dealer. A neat idea that allows details to be contained in their own video. Each video is linked to another, so it is easy to move from one to another. From the intro you can also choose where you would like to start. It must also be noted that this annotation feature only works on the desktop Youtube site. While that may seem to be an issue, it's been my experience that the desktop Youtube is still where lengthy time period watching video is spent. Mobile devices tend to have a much shorter usage time in a different user environment, so linked videos do not usually get the attention on mobile. I find it reasonable to have an annotated experience aimed at desktop researchers, while mobile users are "detected" and given a different look to access the same menus.
Wednesday, April 29, 2015
Y is for Yetling
One more word I am at a loss for when it comes to finding one with relevancy to QWM. Turns out there are plenty of strange words starting with Y. Including one I have some experience with. Yetling is an object made out of cast iron. Who doesn't like bacon and eggs fried in a cast iron pan. Practically nectar of the gods and something I have eaten several times, although I claim nothing immortal in my blood lines.
Two strange words in a row, with a third likely tomorrow. At least for those of you cast iron cooking fans, maybe you have a new word to describe your culinary metal collection.