Alexander Abramson April 2019

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should make that action as easy as possible. The fact that you already trimmed everything down should make this even more straightforward. When there isn’t a ton of extraneous clutter, your call to action will pop that much more. In 2019, users won’t accept a hodgepodge, half-baked website, and you shouldn’t either. Rework your site with these principles in mind, and watch conversions boost like magic.

With that in mind, everything on the site should lead to that appointment. There should be a bold phone number on the header of every page, and you should have an automated appointment-setting form prominently featured. Make your direct call to action the beating heart of your site. It should be the most obvious thing on your homepage. The content should always guide the user toward action, and one click

customers will leave the site rather than sort through the overload.

The best way to improve your website is to assess each piece of information and determine whether it is needed. Do you need each of your offerings outlined in both a box and a header menu? Is that cluster of social media icons actually contributing anything? In order to make a website easy to use, you need to ruthlessly pare it down with usability in mind. Most design-ignorant entrepreneurs are notoriously afraid of white space; don’t be like them. By decluttering the page and inviting your consumers to pause and peruse, you’ll increase comfort, engagement, and conversions. KNOWWHAT YOUWANT USERS TO DO, AND TAILOR YOUR SITE PRECISELY TO THAT END GOAL. What do you want to accomplish with your website? When you ask yourself this question, be specific with your answer. For example, if you’re a dentist or medical clinic, your ultimate goal is for the user to schedule an appointment.

3 Hilarious Pranks Played by Businesses Companies That Participate in April Fools’ Day

April Fools’ Day might be the only appropriate time of year for you to prank your friends or coworkers with gags like dipping an onion in caramel and offering it as a candy apple or loosening the tops of the salt and pepper shakers. It’s also the one day of the year when big companies get to join in the mischief as well. Check out these company-wide April Fools’ jokes that left millions of people scratching their heads. NETFLIX’S PSA In 2015, everyone’s favorite online streaming company issued a PSA that warned binge-watchers all over the world of the social, physical, and psychological dangers of watching too much TV. In fact, if viewers watched more than two consecutive episodes of a show on April 1, they were greeted with a PSA from popular actors, like Michael Kelly from “House of Cards” or Taylor Schilling from“Orange Is the New Black.” Some stars even told Netflix users to “Turn off the TV and take a shower. You stink!” BURGER KING’S CHOCOLATE WHOPPER Just last year, Burger King fooled hungry customers by creating the Chocolate Whopper. The imaginary fast-food treat is made with chocolate

cake buns, a chocolate “beef” patty, raspberry syrup as the ketchup, rings of white chocolate as the onions, milk chocolate as the lettuce, vanilla frosting as mayo, and candied blood oranges as the tomatoes. This prank was quite a creative feat by Burger King staff, and merely watching the advertisement spiked glucose levels everywhere. EHARMONY’S ‘FUREVER LOVE’ DATING SERVICE FOR DOGS Perhaps the most wholesome prank that’s ever been peddled to the masses was the launching of eHarmony’s FURever Love: Canine Compatibility Companion Service. The dating website claimed that based on the algorithms they use for creating compatible human relationships, they built this service to “create robust profiles for dogs based on key dimensions of their personality.”The biographies they created for the pups’ profiles included canine mate preferences, like “Looking for a tug-o- war partner,”“Must love squirrels,” and “It’s been ruff finding a quality stud to go on walks with.” While these April Fools’ Day jokes were all made in jest, the pranks certainly kept audiences guessing long after April 1 had passed, and it’s not hard to see why.

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