Branko’s First Law of Web Dynamics
Brankoâ€™s First Law of Web Dynamics is: “The less relevant a part of a web page is to the page’s subject, the less prominence it should have on that web page.”
Or, to put it differently: relevancy first!
Odd, that no-one should have formulated this law before. (Well, not that I know of anyway.)
I was thinking about this in the context of advertising on the web. Did you ever notice how the most annoying ads on the web often are the least relevant to what you were looking for? Is this because the ads are so annoying, that any relevance they might have had immediately dissipates? Or is it because the advertisers realize that this particular ad is so irrelevant that it is not going to bag them eyeballs, unless they display them over anything else? Or (my favourite) is it because the sort of advertiser that would place irrelevant ads on a website, is also the sort of advertiser that would use annoying (read: prominence-boosting) techniques? Or (equally likely) is it because annoying ads appear on high-traffic websites, where a tiny percentage of conversion is still better than a large percentage of conversion on a small website?
The oddest thing is of course that there are irrelevant ads in the first place. If I were head of a marketing department, I would be making sure that all my minions spent the bulk of their time ensuring that ads are targeted at readers who are interested in them.