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Rich Spinabella

Personas: Connecting Clients with Customers

by Rich Spinabella August 3, 2009

I spent the past several weeks developing customer personas for a client, and for some reason, they were really difficult to develop. I know intellectually that personas matter—they really help provide focus in developing a conversation with the customer, and they make the marketing campaigns based on them so much better for using them. But [...]

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Why do you have a Web site?

by Rich Spinabella April 3, 2009

While facilitating a brainstorming session on a Web site rebuild, I was reminded of a broader and often-overlooked issue when Web sites are built.  I found that the participants didn’t really have alignment as to the strategic purpose of their site.  When facilitating with clients, I often have to step back and make sure that [...]

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Soccer Grandmas?

by Rich Spinabella February 23, 2009

Two recent posts caught my eye, that suggest some further divisions of female audiences based on the ages of their children, or even their grand children.The first article from Behavioral Insider  reports on studies that show distinct online behaviors of mothers with kids under 12 versus those with older children. Terri Walter, vice president, emerging [...]

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Quit shouting at me!

by Rich Spinabella July 1, 2008

I’m struck by the lack of focus by most Web sites.  Look at a page from a large online retailer and see how many calls to action there are on the page.  All of them are competing for your attention—like a barker at the carnival, they shout at you while you nervously ignore them and [...]

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