Why your site needs a Mindset button

by Bruce Kasanoff on October 15, 2010

With nine trillion web pages (a rough estimate) and growing, the Web already overwhelms many of your potential customers. Companies need to reinvent the way they attract and serve customers.

One way to do this is by putting a Mindset button front and center on your site.

A Mindset button lets a visitor tell you in a single click what’s on their mind, right now. It is a pulldown menu from which visitors can pick one option.

For example, a high-end retailer might include the following options:
- Looking for the lowest prices
- In a hurry
- Try to match an existing item
- Exploring the latest fashions

Here’s the important part: once a person clicks on their choice, your entire site morphs to meet their needs.

“Looking for the lowest prices” could restrict any searches to items that are on sale, and it would highlight the best bargains.

“In a hurry” strips out all promotions and extraneous copy, and replaces them with an ultra-efficient product finder.

The choices your firm offers will depend on your business and the needs of your customers. This takes some real thought, but the effort will be worthwhile.

User interface experts may – at first glance – object to this idea. They generally like interfaces to remain consistent, a perspective with which I agree. But the Mindset button allows for consistent customization, in a single click. Every time a user clicks “in a hurry” on your Mindset button, the same interface would result.

This is a bigger idea than a single post can explore, but I hope you get the general idea…

{ 2 comments… read them below or add one }

Ben MacLeay January 13, 2010 at 1:32 am

Amazing idea one question and one comment -

Q) How do you guide people towards your main page when so often people back door into your site.

As for taking your idea a step further, it is my guess that most of us with business sites put everything on the site for fear of having somebody stop by and not meeting their needs. Whenever I see effective site makeovers it is always the pairing down of unnecessary content. I think if we left our sites exactly how they are but simply paired them down into three or four different “mindsets” from our current content we could achieve exactly what you are talking about with very little effort.

Great post.

Bruce Kasanoff January 18, 2010 at 2:59 pm

Why would you want to guide people to your main page? Better to do what you mentioned, which is to pair things down to various mindsets and guide them there. By the same token, you can have different starting points for different types of customers, too. I’m just not a believer in one size fits all, and that goes for “home pages” too.

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