Andy on Twitter

  • Quarter final super rugby and the stadium looks pretty empty. Sad state of super rugby in AU,
  • Agree with Mark - don't get it. Don't need to be reminded that my sandwich was a beauty chook. ,
  • I just published “The Cannes Conundrum” ,
  • Church in London has a little cafe in the entrance serving Allpress coffee. How good is that. God and coffee to go. ,
  • That flight to London is one epic trip. Thanks for an enjoyable flight.,
  • Must read for all marketers... ,
  • ... instead correlate TV to commercial outcomes, not online viewing ,
  • ... but buying TV so people watch you on YouTube while trying to sell Tide... that's more than strange ... ,
  • Another reason TV is so important a part of the Mix - spillover into online engagement ... ,
  • Well that's a change. Might be better to focus on the tech stuff though. And the need for lots of it. ,
  • Some beautiful coffee kit here... ,
  • Further evidence that the IRB are nearly as out of touch with rugby performance as the ARU ,
  • Acquisition is important for growth... But if its is just replacing loss, it isn’t growth – it’s just churn .. ,
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Where Are Your Red Routes?

This is an interesting idea for any site. Driving your “red routes” has to be a good way to increase conversion.

Red routes describe frequent and critical activities

In defining red routes, it’s important to consider both the frequency and critical nature of the activity. Activities that customers carry out frequently are crucial to the success of the web site since they will determine customers’ perception of it. One example of a frequent activity might be search. In contrast, critical activities may be infrequent but users will hate your web site if these tasks are not well supported. An example of an infrequent but critical task might be editing my personal details stored on a web site. Finally, activities that are both frequent and critical are the web site’s bread and butter. Get these wrong and you may as well not be in business.

This is one of the few blogs I have hit in awhile that contains a wealth of great info. Worth a read. Enjoyed this as well.

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