Recently, I ran smack dab into something that absolutely baffles me: Denial. I would be foolish to believe that none of us, myself included, don’t carry some measure of self-delusion. However, when confronted with reality, particularly in the form of common sense, it never ceases to amaze me when people take the outlook, “Don’t bother me with the facts.”

In honor of today’s post, I am reintroducing my mascot, Mr. Buckethead (pictured right) and the accompanying catch phrase, “Don’t be a buckethead!”

In July 2007, I posted an item, titled Website Music: Addition By Subtraction. Its essence is this: A large percentage of brides (50%, give or take) use the internet, at work, to do research. When a website autoplays music or audio, they are GONE!

I had made this assertion over a decade ago, and was happily backed up by Alan Berg (The Knot), who shared web analytics that clearly demonstrated peak times of usage by brides.

The other day, in answering a friend’s query on a message board about quantifying sales efforts, I gave what must have been an annoying response. It mentioned several things:

• Lose the autoplay video on your website.
• Make your contact form easier to find (as in, on every page)
• Ask for marketing feedback on your contact form (i.e. How did you find this site/company?).
• I made reference to Google Analytics, and the bounce rate.

My post received a scathing response from the owner, which included rejoinders, such as:

• What proof do I have about the negative value of music on a website?
• My contact form is easy enough to find.
• I get a lot of compliments on my website. I see may websites that are junk. I comfortable with mine.

My friend, who provides a first rate service, is clearly in denial at many levels, as it relates to marketing. I share the outlook with you, because, perhaps, you can take something from it. I doubt he will.

• I don’t offer proof for common sense. There are enough industry experts, other than myself, that point out the obvious negative impact of auto-loading music. When in doubt, offer music or video, on-demand.
• An online inquiry form, just like a toll free number, should be visible (visible link/button) on every screen in the website, preferable, in the main menu or separately, in the header area of every screen. It should not be placed (only) in a drop down menu. One cannot predict when a prospect will decide to inquire. If it’s ‘after business hours’ they are most likely to use an online form. Do not make this a treasure hunt.
• Everyone will give you compliments on your website. Particularly your friends (business and personal). All websites, mine included, need continual improvement. Some need major improvement. If you want real constructive criticism, please hire me to critique your site. I charge for it, and I won’t sugarcoat it for you.

Now, the irony is that I received an email about the Bounce Rate. What that shows is that while it is important to get statistics through Google Analytics, it’s even more important to understand what they mean. It also shows that despite the scathing response I received, my friend realizes that despite my ticking him off, I do have at least some answers.

Andy Ebon
The Wedding Marketing Authority

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