There’s No Getting Rid of That Usability Fanatic

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My new yellow brick road.

On October 1, 2012 I began working for Internet Marketing Ninjas and retired Cre8pc.com from taking on new client work. It’s been a whirlwind of activity ever since.

Deciding what to do with Cre8pc has been a struggle because I didn’t know how to use it in my new life as an employee for someone else. This site was once how I moonlighted at night as a freelancer in SEO after working full-time during the day as a user interface engineer for two large corporations. This time I’m lucky if I have time to eat or sleep, let alone freelance.

The Mysterious World of Usability

I’ve reviewed, audited and tested hundreds and hundreds of web sites by now. In fact, I did so much secret “white label” projects on an NDA basis that I lost count of how many famous sites I had input in, and they never knew it. I’ve worked on web sites of all sizes, verticals, industries, and bartered for local site work where in return for helping a local person or business get a site up, I get massage therapy, grand artwork, discounts and nice thank you notes.

No matter what type of web site I work on, each one has the exact same problem. They invest in web site promotion but not web site design. Sometimes I wonder if advertisers will ever make an attempt to satisfy the people they target. All the money funneled into PPC, ads, adsense, paid links, sponsored positions, Facebook ads, local search directories, SEO for rank and keyword research is only as good as the landing page people find themselves on. If a homepage, product page, category page, video or online application, like hotel bookings or a saved shopping cart, are not designed to carry out the promise that brought the searcher there, what is the point?

I realized that my passion for the last 15 years for blending search engine optimization and marketing strategies with persuasive design (now also called customer service design, user experience design, usability conversions design, and more) is still not high on a site owner’s list of priorities. There’s this odd habit that some people have of battling the peaks and valleys of traffic data and getting hysterical about bounce rates while ignoring the human stories behind the numbers.

head shot of Kim
Kim Krause Berg

So I felt the need to get back in the groove and share the latest and greatest from the wildly expanding Human Factors arena of web design. We know more about our behavior online, how our brains and bodies react to pages and content and what we need to find what we want on the Internet. The relationship between Internet marketing and people who rely on web sites for decisions, purchases, directions and guidance is so intertwined that ignoring any part of process is risky for sites that want to earn revenue or develop a popular brand.

I’m looking forward to getting back in the saddle again.