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The Stranger's Long Neck: How to Deliver What Your Customers Really Want Online
The Stranger's Long Neck is a practical guide for any manager wishing to improve their organisation's online performance. Web content specialist, Gerry McGovern, explains that all websites have a small set of tasks, or 'long necks', that are important to its customers and that must be easy to complete or customers will go elsewhere. The Stranger's Long Neck shows how to tu ...more
Paperback, 224 pages
Published July 1st 2010 by A&C Black
(first published June 1st 2010)
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If you have a website or produce content for a website, then you really need to pick up a copy of The Stranger's Long Neck: How to Deliver What Your Customers Really Want Online* by Gerry McGovern. This book talks about how you can create a better experience for your viewers by attending to the critical tasks. It looks at critical tasks, navigation, search, and the effect of noncritical tasks on your website performance. Read more
Short, fairly quick read, but I kept putting it down. I think it's just not something that seemed fresh to me. Key points: Less is more, you just need to figure out what to keep. What should you keep? The content that pertains to the user's top tasks.