WEB MARKETING: Don't Be Afraid To Go Backwards.

The rule in web marketing (maybe all marketing?) seems to be: newer is better. But that isn't always the case, and in some cases, old technology can be better technology.

That was the situation a NOISE client was faced with recently when reviewing the performance of a web-based provider of transaction services. The provider had upgraded their original product to a second version, which incorporated a number of bells and whistles. Most of the bells and whistles were aesthetic, which it was argued would indirectly add to sales closure rates, while a few programing trinkets actually created opportunities for new revenue.

However, Version 2.0 also made it much more difficult for the consumer to a) quickly and easily identify value-added discounts that would encourage upselling and additional spending and b) simply complete their transactions.

As a result, upon significant review with sales departments, marketing departments and NOISE, the client chose to go technologically backwards — to the simpler, cleaner, easier-to-upsell portal.

Fewer bells? Yes. Fewer whistles? Yes. More upselling and more satisfied customers? It appears so.

The lesson? Don't be bound to use new technology just because it's there — and don't be afraid to step backwards, when in fact it means moving your organization forward.

Source: NOISE
Reported by: John Sprecher