The Predictably Irrational Customer

I recently finished reading Predictably Irrational: The Hidden Forces That Shape Our Decisions by behavioral economist Dan Ariely. In each chapter, Ariely argues that consumers interact with the market in an irrational, yet predictable, manner. Like many other readers, I immediately began to assess my every-waking decision based on the things I was learning. Working in the world of eCommerce and web design at Briteskies, I’ve noticed a hesitancy or uncertainty with shoppers when making purchases online. website name server . In an effort to curb these reservations, I started paying attention to how online stores designed their interfaces and deals in a way that would appeal to these irrational consumer behaviors, which could possibly reduce shopping cart abandonment. The first chapter of the book, “Relativity”, examines a need for comparison while shopping. Comparing similar items may facilitate the decision to buy when you can evaluate pros and cons side by side. Below, I evaluate two examples of sites that use this technique successfully. Maybe You Would Like… The cross-sell in eCommerce is another good example of Relativity. For example, let’s say I am out browsing spring platforms on DSW. I find a wedge sandal I like but I’m not completely committed to the shoes.  After reviewing the basic product information, I see that DSW has kindly made some suggestions of other platform sandals I might like. sites list Notice that although brand, color and height change, the basic style remains the same. Introducing a different style of shoe might discourage any progress on the decision making process. It might lead me down another path where I would have...

Briteskies’ Semi-Annual Golf Outing 2012

The weather was picturesque this past Saturday (5/12) in scenic Medina, Ohio for Briteskies’ 1st semi-annual golf outing of 2012. We’re still working on the name of the outing, a couple options were The Super Sexy Swingers or Lots-a-Lost-Balls, but we haven’t settled on anything and we’re open to suggestions.  The sky was a blue that would’ve perfectly complimented our “Briteskies Orange” had anyone been wearing it. Of those in attendance: Mike Berlin, Tim Reynolds, Derrik Nyomo, Kevin McCarthy, Gina McCrae, Donny McCrae, Chris C and Lee, there were a few of us who chose to begin with cold adult beverages, and then there were the “I don’t drink before noon” sticks-in-the-mud. Or responsible ones; whatever. We divided into two teams, I believe based on level of attractiveness, and proceeded to tee off for our four man scramble round. What followed was luck, hacking, good golf, poor golf and somehow, our fearless leader Mike Berlin, pulling away with both the longest drive and the closest to the pin shot. Now, I didn’t actually witness either feat, but because I would very, very much like to keep my job, there’s no doubt in my mind that’s really what happened. It was such an amazing day; we all agreed it was a really great time and we’re working on putting together more summer and fall activities. I could bore you with the specifics of each hole, tell you how good I looked, or how natural of a golfer I am, but if you really want to know you can email me at gina.mccrae@briteskies.com. Instead, I’d like to take a moment to...

Google Panda: The New Rules of SEO

Funny name. Surprisingly, as it turned out (at least according to Kathleen McDivitt, MBA, author of the ebook The New Google SEO) Google recently revised its algorithm with the assistance of a man simply named Panda. Maybe once you reach a certain level of notoriety in the Googlesphere, you can be referenced by a single name a la Cher, Prince, Madonna or Beyonce of the music industry. Meatloaf, does Meatloaf count? I’ll Google it later and let you know. Anyway, so this Panda guy says to Google: Hey, you guys should really revise your algorithm so that it more closely mimics the actions of a user, and I’ve created a way that we can evaluate how users behave. So, Google conducted a study where they asked end users to rate sites on three qualities, these being: 1. Quality 2. Design 3. Trustworthiness Through assessing users’ feedback signals, Google recognized that the most emphasis was placed on trustworthiness; Panda (the person) then created a computer program that would also rate sites based on these three things as well, known as Google Panda. The explanation the book provided was that Google Panda is a: …filter designed to weed out low quality pages. If a site has too many low quality pages, Google now flags the entire site as being untrustworthy. Google, like any other for-profit institution, looks to improve upon its search results in order to provide not only the fastest answer, to ensure that users keep returning, but that those instantaneous search results offer the user an experience that is both wanted (or relevant) and trustworthy. Google also wants to...

Dave Balser Celebrates 10 Years with Briteskies

Dave Balser Celebrates his 10 Year Anniversary with Briteskies As a senior JD Edwards consultant, Dave Balser is a key to the success of Briteskies’ JD Edwards projects, and our company. Dave’s efforts not only support Briteskies and our clients’ initiatives, but the planet as well. Through programs he’s establishing in our office, we’re all becoming more aware of our carbon footprints, and how our environment as a resource is as essential as the people within it. With our craft beers raised high: CHEERS to TEN YEARS, Dave! A long time client of Dave shares his thoughts: As a Briteskies customer, we’ve been working with Dave for about four years; during this time, we’ve known Dave to be nothing but positive and energetic. He is a dedicated worker who pays excellent attention to detail and always clearly documents his processes. Dave is open-minded and works so well with our team. He truly delivers when it comes to long-term projects. Dave brightens our days, not only with his dedication, but with his impeccable style! Dave: Congratulations on 10 years with Briteskies, and thank you for all you do! Director Bill Onion salutes Dave and his milestone: I’ve known Dave for over 15 years, and he’s simply a great guy. He’s a pleasure to work with, and he brings a fresh perspective to the team. His knowledge of JD Edwards software and his ability to help clients is amazing. His clients know that he’s a phone call away, and usually a few minute phone call will get them headed in the right direction. We’re fortunate to have Dave here as part...