Chaos Theory, Zoning, Fractals and Your Website
December 9th, 2007 • Posted by Ana Loiselle-Donahue • Permalink
What do these seemingly, grossly different subjects have to do with one another??!? I'm glad you asked …
Last Friday, I attended a live show at the New Mexico Museum of Natural History & Science's Planetarium, called First Friday Fractals here in Albuquerque, NM.
I'd be lying to you, if I didn't say that I was sort of expecting something analogous to the laser-light shows of the eighties — you know — the ones done to the tunes of Pink Floyd in a smoke-filled theater with partying rabble-rousers. (i.e. "Do you smell that??!? It doesn't smell like a normal cigarette …") The truth of the matter was, this show was anything but … it was impressive, educational and done "live" with Jonathan Wolfe, Ph.D., the organizer for event. To say that Dr. Wolfe really likes fractals would be like saying "supernovas go boom" … a significant understatement. This event, apparently, experienced it's 48th consecutive sold-out show. There was a line of people trying to get in (luckily we purchased our tickets in advance).
In this show, Dr. Wolfe didn't just parade successive "fractal zooms," as he called it. He explained in very simple terms what fractals are, and how they are represented in just about everything dealing with nature and human behaviors. He showed pictures of trees and flowers, and how they are comprised of repeating patterns, or fractals. He showed a closeup of tree bark, and showed how the cracks in the bark appear similar, no matter how close you look. He showed a high-level map of Paris, then of Phoenix (I think), clearly showing how our metropolitan areas are constructed of successively repeating smaller patterns.
Then he said it. He said, "It's really interesting how small changes in zoning laws have dramatic impacts on our cities and neighborhoods." He said this was an interesting phenomena of the Chaos Theory, which says "small changes in the initial conditions lead to drastic changes in the results."
We at SpaBoom have noticed this phenomena for quite some time (i.e. see Love is in the air), where small changes in a website have a profound impact in sales. For example, changing "gift certificates" on your website to "instant gift certificates" will increase your sales. Making your call-to-action highlighted text, versus a graphic banner, also increases sales. And, placing your call-to-action near the top of your page, versus the bottom, will also increase sales.
It appears anything that improves the visibility, accessibility or ease from which a customer can do business with you, will increase your sales. This is all a form of the Chaos Theory, and remembering the Chaos Theory (or fractals) as you make minor adjustments to your website and the way you do business, will help you reap long-term dividends.
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This is so fascinating! I've been studying/applying the Law of Attraction to my work and personal life over the past few months. The power of making minor adjustments in thinking is mind-blowing! Thanks for sharing. Us intellectual "geeks" really appreciate it!