Scarcity and Optimization: The Monopoly Web Page Strategy~by Craig Andrews

Monopoly is the quintessential game of American capitalism. For better or worse, it focuses the player on one goal: maximizing the number of dollars in your pile. Everyone has their own strategy and their preferred properties to own and build. Your little sister may only buy properties if she likes the color.
Excellent monopoly players learn their opponents’ strategy and then adapt to respond to the environment they are in.
If you look beyond the “greed is good” focus on money, you will realize that playing the game teaches the principles of scarcity and optimization.
The number dollars you start with is scarce. You must make the most of your limited resources.
You want to be ready when lady luck glances your way. When a dog, a car, or a hat finally lands your property, you better be ready.
Running a business website is no different. You inevitably have scarce resources to spend building the site and attracting traffic.
And when those visitors finally land on your site, you better be ready. This is the job of optimization.
If you viewed your web page as a Monopoly board, would it change your priorities and behavior?
Like houses and hotels, would the right elements be on your page be there?
Too often, we don’t think about our web pages as scarce resources that have to be optimized. Too often, we use our little sister’s “pretty property” strategy. Trust me. She still hates to lose.

Scarcity

In Monopoly, we can’t own all the properties and have hotels on all properties. We have to deal with scarcity. Our money supply is limited, as is our opportunity to buy properties. The desire to compete brings out our analytical nature and we scheme to make the most of the resources we have as opposed to the resources we want. We do this because we know we have an opponent that is actively working to undo us. Again, do we think about our web page the same way?
In reality, we do have opponents in our web strategy. Not just one, but many. In fact, we usually have more opponents than competitors. Some of these opponents include:

• Limited attention span
• Lack of common reference and knowledge base
• Low-resolution computer monitors
• Negative emotional association with specific words or images
• Slow connection speeds

As you think about the opponents listed above, you will recognize scarcity working against your ultimate goal. Vigorously compete against these opponents on your site with the same vigor you compete in Monopoly, and you’ll be more likely to “pass GO and collect $200.”

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About the Author

 
Craig Andrews is the Principal Ally and founder of internet marketing agency allies4me. Andrews brings extensive scientific and marketing expertise to allies4me. Over the last 25 years, his experience has spanned search engine optimization, internet marketing software, biomedical and semiconductors. Andrews is backed by a team of marketing allies who support start-ups to Fortune 500 companies.
In recent years, clients have been seeking guidance from allies4me on Social Media strategies. Rather than jumping on the latest hype, Andrews sought to understand Social Media through solid metrics across large data sets. The result is an unconventional and insightful approach to Social Media. Testing and data driven decisions advise all areas of allies4me work. Solid metrics and disciplined parsing of data is where allies4me clients find results.

You can connect with Craig Andrews on Google+ and LinkedIn.  You can find allies4me on LinkedIn,Google+, Facebook, and Twitter.