Eyetracking Circuit City's email template

         

This is the first installment of several that focuses on:

1. Many companies’ email templates aren’t working and they don’t know it.
2. Companies can know before they launch a campaign that there is a problem.
3. Once companies know there is a problem, they can start to fix it.

So, we’re starting today with a Circuit City email, and I’ll making these assumptions for today’s discussion:

1. People can’t click on what they don’t see, so…
2. It’s better to have more products seen than less.
3. It’s better to have your lead promo and branding seen than not.
4. Circuit City is a good store (I shop there!), so we’re talking about their email, not them.

So, let’s begin!

What if you knew before you launched that…

“What most people see” eyemaps (eyetracking heatmaps) visualize what more than 60% of people focused on. It’s important that most people see your main message.

> The majority of products listed will NOT be seen by most people
> Branding will be missed by over half of the readers
> Tagline won’t be read by 80% of people
> Value Proposition will be missed by 80% of people
> Call To Action will be missed by 90%
> “Free shipping” offer (which is highlighted in red) will be missed by half

...would this be an “effective” email you would want to launch? (or would you want to fix it before you launch?)

Circuit City’s email template suffers from low viewing due to template design flaws. The viewing percentages will vary somewhat month to month as they promote different products, but without a design change their overall viewing will be pretty consistently like this.

So the question is, given the low viewing of their products, how much money is this company wasting each month in lost sales opportunity?

Test your own material | About Eyetools

Comments

[trava]

This sucks. The National Journal's Technology Daily is shutting down. This means that the country's only source of focused daily technology policy news will soon be no longer.

According to an email blast sent to subscribers today, the online pub closes at the end of January.

I was an original subscriber way back in 1998 -- back when Bara Vaida was the pub's first star reporter -- and stuck with it through what is (shockingly) almost a decade. It was and is the only place to get a consistent and in-depth perspective on issues that are otherwise glossed over or opined to-death by know-it-alls (who know little).

Over the years, Tech Daily, frankly, became a little too easy to take for granted. It was always there in a way that was almost overwhelming for even the biggest tech policy geek. But, when you really needed a quick perspective on policy doings related to issues like Health IT, cybersecurity, or copyright (to name just a few), you could get everything you need and more with just a little time on the site. Just as importantly, from a tech policy communications perspective, you knew that when you needed to provide a clients' viewpoint on an issue, there would very likely be an educated, highly-professional reporter at Tech Daily who would be up to speed.

Despite the high cost of a Tech Daily subscription, it's understood that the pub ran a tight margin. Apparently, for whatever reason, Tech Daily recently ran on the wrong side of the red/black line in the opinion of its corporate parent.

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[travar]

Thanks for your support

Posted by: Alex | May 01, 2006 at 05:47 PM

The classic.goowy link is taking me to the same screen that tells me

I must download flash 8. HELP!

baadbobby

Posted by: R. Weaver | May 01, 2006 at 06:48 PM

Will we be able to use the website at all on May 3rd?

Posted by: Abby | May 01, 2006 at 09:17 PM

Many new people to comment the posts in this blog!... nice to see

though.

Any big updates in this maintenance?
Pls let us know...

Posted by: Madhu | May 01, 2006 at 11:52 PM

this suz i mean i really wanna use it but can u tell me wat ur gonna

install

Posted by: fullmetalkitty | May 02, 2006 at 11:44 AM

Do you have any plans to import calendar info from Outlook?

Posted by: Gail | May 02, 2006 at 01:45 PM

Nice site, but when its down its a great problem for me. Cool carry

on

Posted by: Arijit | May 02, 2006 at 09:30 PM

What, are you're hands broken or something? How long does it normally

take for you people to do these things?

Ugh!

Posted by: ... | May 03, 2006 at 12:08 PM

Thanks Alex for not disposing the classic goowy login feature

permanently. I really like the Flashy login feature very much due to

see thru email.
Pls dont del it in future too.
How abt a free sync of Goowy mail with OUTLOOK(pop/imap)?

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[travaaar]

Ron,

at iLike we take our user's security very seriously. We have been running our iLike Sidebar software this way for over a year. Over a million users have installed it and this is the first time we've heard somebody complain about our automatic self-update.

Our self-updater uses code-signing to verify the authenticity of the code that is being installed to make sure it has only been certified and code-signed after human verification by iLike staff, thus preventing security attacks. This should eliminate any concerns about viruses, malware, etc

In our testing of user experience, we've found that users greatly prefer systems that 'just work' and update themselves without annoying the user with too many options, questions, and preferences. However, we do notify users with a dialog box to let them know that an update is available and they can choose to get it "now or later"

Note also that we cannot maintain backwards compatibility for older versions of the iLike Sidebar as the Sidebar requires tight integration with our web services to function properly. Thus a client-side update is required for the Sidebar to function properly for the long-term.

- Hadi Partovi, President, iLike.com

Posted by: Hadi Partovi | January 04, 2008 at 01:13 PM

I installed the update on one Mac and saw that you have removed the related section. Booo! I refuse to update my other computers until I see it make its return. The related section helped me find new listeners quickly and conveniently. Why was it removed in the first place?

Posted by: Vincent | January 07, 2008 at 05:36 AM

I also vote for re-instating the "who's a listener of this band" section. That's essentially all I used iLike for; and since you've taken it away, I haven't used it at all.

Posted by: M1EK | January 14, 2008 at 12:54 PM

WinAmp Support, really i spend all day listening to music on WinAmp, i hate WMP for music, and only have iTunes cause of my iPod, so please make a release for WinAmp. Im sure im not the only one who uses WinAmp.

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