I recently heard a presentation at the UXPA conference from a member of the content strategy team at the Library of Congress. It was a great session, but one comment really struck me. At the Library of Congress they’ve developed a formula that does the following: Every time a user finds the content they are looking for, they convert that into a sale. That way, when they look at their reporting metrics, they are driven by how much money they earned that period (figuratively).
I thought this was especially brilliant and here is why. When money is involved, people’s decision making patterns change. When a website’s goal is to sell products or raise money, it is much harder to resist data-driven recommendations in favor of your own gut.