I was talking to a friend this past week about different usability issues, and
a question arose: should you force links on your site to open in a new tab?
She asked the question by saying, "I know it's considered best practice to open
outbound links to other sites in new tabs."
I smiled and asked who this 'best practice' is best for.
For sure, it's best for the website creator. The one too afraid to let visitors
go – or decide for themselves.
It might be best for some users – for example, older demographics not familiar
with using 'Cmd + Click' to open links in new tabs. Or maybe for some
differently-abled users, using the keyboard and clicking the mouse might be
But if you're thinking about most visitors, giving the user the freedom to
decide would be considered 'best practice.' Best for the visitors
It's a simple example but an illustration of an important question.
When you're considering 'best practices,' whose point of view are you using to
define what's best? Do you even know what your audiences would believe is
So go out, talk to the users, and find out what's 'best practice' for everyone
involved. Even if that doesn't change your decision, having the full info will
help you make better decisions.
This goes for everything – usability, terms of service, product packaging,
marketing messaging, and so much more.
⭐️ P.S. When did you last see a 'best practice' that hurts
users in the real world? Tell me about it!
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Different: Building Branding that Resonates [Book Notes]
I rarely enjoy branding advice because it can sound vague or redundant. But
this book is different, and I wholeheartedly recommend it. It talks about
differentiation and how brands can achieve it in competitive markets. As usual
in my Book Notes series, I try to create a complete summary of the key
takeaways and actionable points you can put into practice.
HANDPICKED STORIES FOR
7 Visual Trends Set
to Dominate in 2023 [Infographic]
What's trending in the visual space? Here are a few tips to stay visually
relevant. I have to say, I'm not too crazy about some of them, like anime. But
others – the focus on sustainable living and portraying aging in a positive
light – are pretty cool.
How to approach content
If you're new to content marketing and want a primer on key ideas to explore
and dive deeper into, this is it. This is an excellent summary that can help
experienced content marketers, too. If you're in that camp, treat the bullet
points as a checklist for content success.
There Are Some
Crazy Things Facebook Advertisers Can Do with ChatGPT: Just Ask
We won't stop hearing about ChatGPT anytime soon, so we'd better learn from it.
This post has some specific examples of how the tool can actually help you
learn about the different uses of ChatGPT.
How to Design a Button
that Gets Clicked: 7 Tips for Calls to Action
Buttons are a high-stakes design element. So we need to get them right. This
post will give you some popular and lesser-known rules for efficient CTAs -
from the “Willy Wilt” test to the minimum size of a button being 45x60
The Counterintuitive Way to Succeed in a Platform-Native
I've been talking about content decentralization (not a term I coined, but one
I liked) for a really long while, and I'm happy to see others are focusing on
the same idea. It's simple, really: rather than obsessing over getting people
to your own domain, obsess about getting your idea across. And utilize external
platforms to "set your ideas free."
CAMPAIGN WORTH SEEING
Launching a cult show with fan service baked in
Being a part-time gamer and geek makes this campaign my newest favorite. But
HBO's approach to promoting 'The Last of Us' is remarkable for another reason:
the long-term focus. The setup for the show's premiere has been years in the
making. It's a good reminder that there isn't a shortcut for relationship
building. If you're interacting with an established community of fans, take
note. And HBOs team has been getting attention from leading advertising media
Drum - quite deservedly, at that.
FUN STUFF TO CLICK ON
breathtakingly cold photos – we've had a cold front
in Europe this past week, and I'm happy to be reminded it can be a lot worse!
craftsman – artist Jeff de Boer designs and crafts
tiny museum-quality armor for cats and mice, and his work is tremendous!
cat – they can work with technology now...
Just some interesting things to read, hope you enjoyed them!
Ready to up your marketing game? Check out my course, 'Strategic Content &
Messaging'! It dives deep into the strategic
foundations of building an efficient content strategy and perfecting your brand
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