+Julia Rymut"I'm not sure I completely agree with this statement. Many of the comments he was referring to were based on what is best for the reader."
Julia no offense, but you are telling me what comments I was referring to... I know exactly which comments I was referring to. :)
It was those comments left by marketers. From people who run their own blogs, making sweeping statements like: "This is such a bad idea, comments increase engagement!"
These people were leaving opinions -- I'm sorry -- parroting
opinions that they had never tested. That is who I was referring to.As a customer, there are times that a constantly changing and experimenting company makes me grow tired. I don't like having to shift my habits for a company. Yes, of course testing is important. And yes, of course change happens. But a company that changes constantly, a company that seeks to experiment just for the sake of experimentation, fails to put my, the customer's, needs first.
First, I never implied those last few lines. Second, your points make sense, but not in the context of the two examples given.
Opening up our resources cannot be viewed as anything but a positive; having no opt-in has always been in favor of the customer. Having no comments is not
the same as making big fundamental changes to a product.
Some readers might have been bummed, but your thoughts aren't fitting for the changes we actually discussed -- both are very small in relation to the business as a whole.
This would be a totally different matter if Copyblogger had changed a core element of one of their flagship products
and said, "Lol, we're just testing," but they didn't. They made a strategic decision to simply test removing comments.
Testing your marketing isn't the same as changing the habits of paying customers, and this post was all about marketing. Our eBooks on Help Scout are mostly read by NON-customers, because they are free."But I caution some companies that even if you go back, sometimes the love is lost. There are lots of companies that diluted their appeal by experimenting too far or too fast. I don't want to predict what would happen with CB (and I'm a fan so I hope this isn't true), but it's not inconceivable that many of your commenters would have moved on during the big GooglePlus experiment and they won't be back later."
Great points! I could not agree more.
And although you may be right about commentors
not being excited about the change, what a business really needs to be concerned about is customers, and in another sense, audience.
Sure, readers of Copyblogger are super important; they are truly a key part of the entire company.
But not having the ability to comment isn't the same as "diluting your appeal" to customers
of a paying product. I've yet to see any Copyblogger customer say anything like this, and if Brian or the crew caught any whiff of customers
leaving due to the lack of comments, well, we'd be having this conversation on Copyblogger.com ;)