title: Do It Wrong Quickly: How the Web Changes the Old Marketing Rules
author:  Mike Moran 
description: <P style="MARGIN: 0px">Mike Moran has worked on the web since its earliest days, in both marketing and technical roles, including eight years at ibm.com, IBM&rsquo;s customer-facing website. In 2008, Mike retired from IBM to pursue speaking, writing, and consulting, including serving as a senior strategist for the digital communications agency Converseon. Mike is the author of Do It Wrong Quickly and Search Engine Marketing, Inc., Second Edition, and he writes regular articles on digital marketing for Biznology&reg;, Search Engine Guide, ChamberofCommerce.com and All Things WOMM. He&rsquo;s a member of the Search Engine Marketing Council of the Direct Marketing Association and a charter member of the DMA&rsquo;s Interactive Marketing Advisory Board. Mike is a frequent keynote speaker on internet marketing at events around the world, serves as a Visiting Lecturer to the University of Virginia&rsquo;s Darden School of Business, and holds an Advanced Certificate in Market Management Practice from the Royal UK Charter Institute of Marketing.</P> <P style="MARGIN: 0px">&nbsp;</P> <P style="MARGIN: 0px">Mike also has a broad technical background, with over 20 years&rsquo; experience in search technology working at IBM Research, Lotus, and other IBM software units. He led the product team that developed the first commercial linguistic search engine in 1989 and has been granted 11 patents in search and retrieval technology. He led the integration of ibm.com&rsquo;s site search technologies as well as projects in content management, personalization, and web metrics. </P> <P style="MARGIN: 0px">&nbsp;</P> <P style="MARGIN: 0px">Mike led the adoption of search marketing at ibm.com back in 2001 and pioneered product search facilities that dramatically raised conversion rates. He was named an IBM Distinguished Engineer in 2005.</P> <P style="MARGIN: 0px">&nbsp;</P> <P style="MARGIN: 0px">Mike can be reached through his website, http://mikemoran.com/.</P> <P style="MARGIN: 0px">&nbsp;</P>
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  TABLE OF CONTENTS
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  Introduction
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  The Good Ol’ Website
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  The E-Midas Touch
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  The Dot-com Economy
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  The Pareto Principles of a Modern Website
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  Cognitive Biases
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  Conversion Triggers
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  Modern SEO
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  The WebsitePSY Formula
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  ESTABLISH TRUST
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  Bandwagon Effect
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  Authority Bias
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  Google’s E-A-T Score
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  Credibility Boosters
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  Domain Authority
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  REMOVE OBJECTIONS
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  Zero-Risk Bias
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  Loss Aversion Bias
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  GET SMALL COMMITMENTS
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  Consistency Bias
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  Micro Commitments
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  Website Gamification
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  Reward Super-Response Tendency
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  FRAME YOUR OFFER
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  Anchoring Bias
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  Framing Bias
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  Novelty Bias
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  Storytelling that Sells
  
  
  
  
  
  
  
  
  
  
  
  
  
  
  Magnetic He