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How To Overcome Website Shame and Sunk Cost Bias

June 22, 2015

Websites, like bed sheets, should be changed and cleaned way more often than they usually are. “Oh, I’ll get around to changing that next week,” or “It’s on my to-do list, it’s just a low priority item.”

Does that sound familiar to you?

Hopefully more familiar as it relates to your website than your bed sheets…

For years I’ve invested in my “online profile.” No, not my Match or Plenty Of Fish profile. I mean the thing online that most accurately sums up everything I do—my website.

When you’re just getting started with an online business you change directions faster than your website can keep up. Best-selling author James Altucher says we’re a completely new person every six months. I agree with that. Maybe it’s 10 months or 12 months for you? No matter the time-frame, we’re growing and changing faster than we realize.

You may not even know you have website shame or are experiencing sunk cost bias, I certainly didn’t.

I wasn’t ashamed of my previous website, per se, but something just felt a bit off. My website didn’t feel like it fit the latest iteration of my online profile. It also didn’t feel like it was serving my most recent business goals.


The website shame I had with JasonDoesStuff.com

As I embarked on the journey to redesign my previous virtual home (JasonDoesStuff) I came to two realizations fo why I was feeling website shame: My website had too much fluff and wayyyy too many calls-to-action.

On a previous iteration of JasonDoesStuff.com I was trying to show a prospective user all of these things… on just the homepage of my website:

  • That I have a weekly newsletter
  • That I write weekly articles
  • That I do public speaking
  • That I have a few ongoing projects
  • That I wrote a book
  • That people have said nice things about me
  • That I do consulting calls

That’s a total of seven calls-to-action. Not only is it too many, I’d also lost excitement for more than half of them.

I knew I wanted to redesign the homepage of my website, but I forced myself to first identify the most important calls-to-action. It’s easy to jump right into Design Land, but it’s more valuable to be clear on what you want a website visitor to do.

I boiled it down to these three things (for my homepage):

  1. Feature a recent or popular article I’d written
  2. Ask people to join my weekly newsletter (The Action Army)
  3. Showcase my most recent project

Everything else became ancillary. Everything else was a lower priority. Every other call-to-action would live on a different page of my website.

There’s a rule of threes in design; it’s a good rule to help rid yourself of website shame.

Early on in my career as a graphic designer I learned about this “Rule of 3.” Study after study showed that three pieces of information were the optimal amount for someone to understand and make a decision with.

  • There’s a rule of thirds in photography.
  • The Air Force has three rules for surviving captivity.
  • It’s a known fact that selling something with three options ends up producing higher sales volume and revenue as opposed to just one or two options. The great Steve Jobs even used the rule of three with the different storage sizes of iPods, iPhones, and iPads (8GB, 16GB, 32GB).

In the case of my impending homepage redesign, my belief was that if I nailed the three* things I wanted to focus on, people would search out any remaining stuff on their own.

Practical assignment time! What are the three things you want people to focus on when they visit the homepage of your website? Force yourself to only pick three! Write them down right now and then continue reading…

*I will fully admit that I’ve gone on to have four calls-to-action on the homepage of JasonDoesStuff, but it’s only because I had a short film made about my entrepreneurial journey and it deserved to join the center stage!

Is your website meeting your expectations?

If it is, and you have zero website shame, then you can move on from this article.

However, if your website isn’t getting you more email subscribers or helping you sell your products/services, it’s time for a change.

Let’s go to Example Town and meet “Roger Bentlingsworth.”

I have a friend whose name I won’t actually reveal, but we’ll call him Roger Bentlingsworth (distant cousin of Benedict Cumberbatch… obviously).

Roger has had the same website for the past three years. His website has had a couple subtle changes (a different image on the homepage or adding new blog post links), but for the most part his website has gone unchanged. Roger on the other hand, has completely changed his focus in business. Roger and his website are way out of alignment.

I had a call with Roger and asked him what he wanted his website to be doing do for him.

His answer was, “to get more people to buy my online course.”

To which I replied, “Okay, how many courses has your website helped you sell in the past year?”

His answer: “Maybe four.”

Roger and I then looked at the homepage of his website and came to a stunning conclusion: Roger had 12 calls-to-action on the homepage of his website – 12!

Can you guess how many of those were related to selling his online course?

If you guessed ONE, you were correct. Just one. And the call-to-action was buried next to other links, images, and buttons.

So what happened next?

Roger admitted he was ashamed of how his website hadn’t changed with his business goals. He was expecting his website visitors to comb through his website and magically know that buying his course was the most important thing they could do.

Sunk cost bias, you vile creature!

We all want higher conversions. We all want our website to generate more revenue. But many of us are not willing to make the necessary (and sometimes drastic) changes. Why? Sunk cost bias. We’ve spent time and money on our website already, why should we have to change it? Sunk cost is a real a-hole.

Sunk cost can stop everything you’re doing before you even get to a place of thinking about progress!

Here’s what Roger and I decided his three new calls-to-action would be on his homepage:

  1. A large callout to learn more about his online course
  2. An email signup to get free info about his course topic
  3. A link to his most recent blog article

Roger agreed to let go of the sunk cost bias toward his existing (read: outdated) website design. And the great thing about making the decision to let go of sunk cost? He got immediate motivation to make changes!

It took only two weeks for Roger to redesign his homepage. He didn’t redesign his entire website. He didn’t comb through every page. He just put his three new calls-to-action front and center on the most important page of his website. And after publishing that redesign? Roger saw an immediate spike in email conversions (over 50%!) Exactly one month after the redesigned homepage went live he had four new sales of his online course (remember, he had only four sales in the previous YEAR).

These are the keys to making successful improvements to your website (and business!): admitting your website shame; figuring out your three important calls-to-action; and ignoring sunk cost bias.


Admitting website shame and making changes is difficult

If your website is not meeting your expectations, it needs to be changed. That doesn’t mean you have to flip it completely upside down and do something crazy, but it does mean that you need to do more than just switch up a few photos or change a color here or there.

Take a moment to write down the three most important things you want your website to be doing for you.

Is it currently doing those things? If it’s not, then you know it’s time for change. And if you’re being really honest with yourself and you have website shame, then all the more reason to embrace some big changes.

My good friend Paul Jarvis put it well: “The fewer the complications, the more likely you’ll see a better outcome.”

That simple phrase inspired me to redesign my previous website. It’s also a phrase I come back to when I need to checkin on my various businesses and the goals associated with them.

Are you ready to remove complications, make changes, and start seeing results?

10 Photoshop Tips That Will Save You Time

February 16, 2015

As a designer, I spend almost every day inside Photoshop.

Even though I taught myself how to use the program, after a couple years of near-daily use, I feel pretty comfortable with it. But, it occurred to me the other day that there is still SO much that I don’t know about Photoshop.

I can always do whatever I need to do with the foundation of skills I have, but every once in a while I take a look at the various tools and options that I don’t use on a regular basis and think to myself: What if there’s some awesome tool out there I’m missing out on?

So I recently went on a mission to expand my design horizons.

And while I’m a big fan of learning new things, I have to admit, these days it’s hard to find the time to sit down and watch endless Photoshop tutorials (plus, let’s be honest, most of them are boring! My coffee-induced ADD can’t handle it!)

So, in this post I thought I’d include 10 simple TipGIFs that will change your Photoshop game big time!

Side note: “TipGIF” isn’t technically a thing (I made up the term.) BUT I think tips are most helpful when you can see them in action, so I looked up how to make GIFs in Photoshop, and behold, the TipGIF was born. Maybe it‘ll catch on?

Another side note: I use Adobe Photoshop CC on a Mac (though I’ve included PC alternatives as well.)


10 Photoshop Tricks You May Not Know About

1. Use “Step + Repeat” to create patterns and shapes.

 

Photoshop Step And Repeat

 

  • Create your shape or object that you want to make a pattern of.
  • Make an initial rotation of your object by pressing Cmd/Ctrl+T and transforming it slightly (keep in mind this will be the transformation that repeats!)
  • Hit Enter to apply.
  • Press Cmd/Ctrl+Shift+Alt+T repeatedly to repeat your transformation and create your pattern.

2. Use Select > Color Range.. to remove a white/solid background.

 

Photoshop remove white background

 

This is especially helpful when creating graphics with hand-lettering because you can remove the white background of your paper to isolate your hand-drawn element.

  • In your menu, choose Select > Color Range…
  • In the options pop-up, make sure the “Select” dropdown is on “Sampled Colors” and the eyedropper tool is selected.
  • Click the eyedropper in your document area on the color you wish to remove. (In the case of lettering, click on the white of your paper.)
    • Adjust the “Fuzziness” spectrum based on the level of contrast in your document and how detailed you’d like your selection to be. The higher the number, the more detailed/expanded the selection will be.
    • Click OK.
    • Now you’re free to hit delete to remove your selection! (Make sure your image layer is not locked in order to delete your selection.)

**You can also set layers with white backgrounds to Blending mode “Multiply” and their white backgrounds will become transparent, allowing you to place the layer on top of whatever you need!**


3. Make duplicates by using Alt + Drag.

 

Photoshop Duplicate Layer Alt Drag

 

I first learned about this little tip in an Intro to Illustrator class at Alt Summit back in 2012, but it was one of those simple ones that changed EVERYTHING for me. By holding down Alt, then clicking and dragging, you can duplicate shapes, layers, images, even layer styles!


4. Use “[” and “]” to change your brush tip size.

 

Photoshop change brush tip size

 

Just a handy little keystroke here, but to adjust the size of your brush, simply press the left or right brackets!


5. Easily select multiple layers and group them.

 

Photoshop Select Multiple Layers

 

Grouping layers can be especially helpful if you need to quickly hide/unhide certain layers or apply a layer style to a group. To easily place multiple layers in a group:

  • Click/select the topmost layer, hold down Shift, and click the bottom-most layer. This will select every layer in between.
  • Press Cmd/Ctrl+G to place all selected layers in a group.

6. Change the color of your canvas background.

 

Photoshop change color of canvas

 

Depending on your Photoshop settings, the background color behind your canvas area is probably some version of gray. However, if you want to see how your photos/graphics look on a white background or black background (or you just want to jazz up your workspace with some bright colors) you can use this shortcut to customization.

  • Make the desired color the foreground color.
  • Click on the paint bucket tool.
  • Hold down Shift and click outside of the document area.

(If you want to undo this action, right-click outside the document area and select one of the default gray options.)


7. Create a clipping mask by Alt+Clicking between two layers.

 

 

I use this trick a lot when I put together mood boards. By creating your grid of rectangles in your mood board, you can then drop your images on top, Alt+click and keep your nice crisp gutters between your images!


8. Quickly subtract or combine shapes.

 

Photoshop subtract or combine shapes

 


9. Hide all but one layer or group.

 

Photoshop hide all but one layer

 

I’m sure you know you can hide the visibility of layers by clicking on the “eye” in the Layers palette, but did you know that you can Alt+click the eye icon to hide all other layers except that one? And to reverse it, simply Alt+click the layer again.


10. Use tab to rename your layers.

 

Photoshop tab to rename layers

 

Naming layers properly can be a HUGE help when you’re dealing with complex files. Cycle through and properly name your files by:

  • Double clicking on a layer to rename it.
  • Instead of pressing Enter, press Tab.
  • This will automatically allow you to rename the next layer.

I hope you found these little tricks helpful!

Visual Vocab 02: A Bold, Urban + Graphic Mood Board

February 6, 2014

Comin’ atcha with a brand new Visual Vocab today featuring bold, urban and graphic inspiration.

My style tends to bend toward this look a bit anyway – the high contrast, bright colors, graphic elements – so it’s no surprise to you guys that this week I selfishly chose these words from the word bank.

One subtlety that’s worth pointing out is that word “urban.” Urban might mean different things to different people, but when I picture that word I think of an old downtown concrete-scape. I think of exposed brick and plastered walls. Basically to me it means texture. That’s why I love the pink brick photo, the abstract art piece behind the neon dipped vases, and the wood that the stag head is on. If you swapped out “urban” with “clean” in this case, it would have been a very different board because I would have steered clear of those imperfect and textured pieces.

 

 

Big Joy / Abstract Art / Teal Deer / B&W Lettering / Exposed Brick / Stella Cabinet / Dipped Vases

While I know the neon trend has kind of run its course, to me this isn’t quite that. It’s a really fine line between neon and graphic brights, but hopefully this treads that line. Anyway, I’ll definitely be keeping this one in my back pocket. Hope you guys enjoy!

Visual Vocab 01: Fresh, Feminine + Adventurous Mood Board

January 21, 2014

Throughout the process of taking on more branding projects these past few months, I’ve found that one of my favorite parts of the entire process is collaborating with my clients on their 3-5 brand tone words.

If any of you have been following along from the beginning, you know I have a tendency to be a tad bit long-winded. I can’t help it – I love words! I adore how one word can carry with it SO much below the surface! Moods, perceived meanings, connotations… words are so much more than, well, words.

Anyway, that’s probably why I love coming up with these brand tone words. I use these 3-5 words in combination with one another to guide the look and feel of the entire brand I’m creating, and I choose them very, very carefully. I also find it challenging in the best way because it’s not the words individually that help form the final vision; it’s their collective feeling. For example… “vintage” might immediately bring to my mind one image (an eclectic attic of sepia-toned artifacts?), but balance “vintage” with “simple” and it changes that image (scratch the cluttered attic; I’m thinking a plain red hat box with a pair of white gloves resting on top). Once more, throw together “vintage,” “simple,” AND “youthful” and now I’m envisioning something completely different (a solid-colored bright orange tin lunchbox.) Kind of a fun game, right?

I have some branding projects in the works that will have mood boards for me to share, but until then I thought it might be fun to choose three random tone words and share a quick mood board inspired by the collective group of those words. I’ll consider it practice, and if there are any aspiring designers out there, hopefully these posts will serve to expand your visual vocab.

Below is a copy of my “Visual Vocabulary Word Bank” that I give to my clients when they fill out their Brand Exploration Questionnaire. I’ve found that simply asking someone to come up with their own tone words returns a lot of  ”modern, clean, and professional” which is fine, but it doesn’t really offer up a specific direction for me to take things. I think going through each word and then selecting 3-5 helps them determine what they do and don’t connect with and what is important to them aesthetically.

 

 

(I’m constantly looking for new additions to the list so if you think I left any out, please leave them in the comments!!)

Today’s three random words are: Fresh, adventurous, and feminine. (Quite fitting for the beginning of a new year, if you ask me.)

To give you some insight on my process, this exercise is a mini-version of what I do for my clients. A lot of times I start out with a gut reaction in my mind (I realize that phrase doesn’t make a TON of sense but I think my creative friends will get what I mean) and I sort of meditate on these words as I scour my libraries of saved images. Then, as I go through, I pull out anything that feels like it speaks to my three words and my initial vision. From there I can start to see a pattern emerge, and my original vision starts to evolve and become much clearer and more defined. That’s when I really narrow down the direction, pick the images that are most representative of that direction, pull together a corresponding color palette, and voila – a mood board is born!

 

 

Succulent / Do What You Love / Wildflowers / Follow Your Gut / Ashley Goldberg Abstract / Mountains / Thrive In Truth

In this board specifically you can see what I mean when I say it’s the combination of the words that informs the mood. “Fresh” by itself might have directed me to some brighter hues, but when combined with “adventurous” and “feminine” the palette becomes softer and a bit more earthy for me. The teal and green speak to feminine botanicals and majestic waves. The pink and peach could be fresh wildflowers or the colors of a sunset after a long day’s adventure. So there ya have it – my interpretation of fresh, feminine and adventurous!

Let me know if this is something you might enjoy seeing here on the blog, or if you would interpret the brand tone words differently!