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Web design over the years
has run the gambit from an incredibly simple, solely information
oriented medium, to today's high level multimedia destinations. For
the ecommerce site reliant upon both the acquisition and long term
maintenance of its visitor base, the best approach lies somewhere
in the middle. The following list of suggestions should help you
find that hallowed mix of speed, simplicity, and interest generation.
1. Clarity Counts
The home page
of an internet business must always be considered the operation's
storefront. In its development, one must ensure that this high traffic
zone clearly indicates the site's intent, and if applicable, its
product lines. Let your visitors know exactly what you offer, in
a fashion that is efficient, and appealing. Failing to communicate
clearly and effectively in this location will result in many of your
potential customers simply hitting the back button, and moving on
effortlessly to one of your competitors.
2. Speed
Counts
Anyone familiar
with the online experience understands the value of an efficiently
designed, and quickly loaded site. Although this awareness is virtually
universal, many site owners/designers fall victim to the desire to
present as much information and graphical demonstration as possible
to their visitors, in the hope that this level of coverage will convert
into additional product sales. This approach may in fact result in
their downfall.
Site download
times vary significantly across the web, and up and coming high-speed
technologies such as cable and DSL indicate a future of far greater
flexibility in this area. Today's online customer does not share
in that flexible approach.
The majority
of web users continue to use a standard modem connection, with the
28.8 modem continuing as the most prevalent. With this fact in mind,
it is clear that a graphics laden site will result in download times
that far exceed the patience factor of many potential customers.
Studies indicate
that the most effective properties boast home page download speeds
of no greater than 10 seconds with a 28.8 modem. Drift too far beyond
that number, and you risk the loss of a good percentage of your operation's
potential sales base.
3. Let Them
Contact You
Establishing
a web presence that places the visitor within their comfort zone,
enabling a sense of trust that can result in a purchase, is a multi-faceted
process. One of the most important first steps in presenting your
organization as one worthy of the visitor's business, is the clear
communication of a means of contacting you, or your customer service
representatives.
The most effective
form of contact from the perspective of the online purchaser is without
question the 1-800 number. Second on the list is the establishment
of a customer service oriented email address. The most recent offering
in the world of internet business is live online
customer service via Java based chat windows.
Regardless of
your selected medium(s), ensure that their availability is clearly
spelled out on every page of your site. Contact information hidden
away for only the most determined searcher to find will only result
in reduced visitor trust, and less potential for profit.
4. Navigation
- Make it Obvious
The current
catch phrase in the design of web site navigation tools is "intuitive",
or ensuring that site visitors can find their way around the site,
in its entirety, with little or no thought process necessary. The
goal is to ensure simplicity, guiding visitors to their desired destination
via tools and scripts that flow seamlessly, creating customer comfort,
greater product exposure through extended visits, and an improved
potential for revisits and recommendations.
Creating ease
of navigation within your property is inevitably dependant upon the
nature of that property. What may seem clear to the designer of the
site, who has an inherent understanding of the nature of the site,
may seem pure confusion to the newcomer. Step back often, take a
look at the property through the eyes of your visitors, ensuring
that you can easily see the pathway to each area of value to the
guest, and equally important, a return pathway that is clearly visible.
Analyze your traffic
regularly for a better understanding of what is, and is not working
for your visitors.
5. Provide
Information to Your Guest
Online properties
whose intent is the showcase, and ultimately the sale of specific
products often fail to address the visitors need for information
on that product. Delivering specific content that answers the questions
of the consumer in full will result in a far higher buy rate thant
the operation that simply presents the product for sale.
Content organization
and presentation is key. If unable to find the the information they
seek easily, they will very quickly decide to search it out elsewhere.
Keep site information efficient, well laid out, and above all grammatically
correct.
6. Provide
Value to Your Guest
Site add-ons
such as a search tool for highly information based sites, or live
customer service for products that generate a number of client inquiries,
can play a large role in property success. Choosing to offer every
tool available simply because it is out there serves only to clutter
and confuse.
Select your
add-ons with your visitor's wants in mind, and place them carefully
based upon primary and secondary needs. Primary add-ons should be
located where immediately visible upon site entry. Secondary interests
can be placed in areas that require scrolling, or page changes.
7. Speak
in Their Language
The art of developing
a successful internet business relies heavily upon the operator's
ability to make their potential clients feel at home. One means of
doing this is to speak in their language.
When developing
your content, write as if you are communicating with your customers
face to face. If your customer base tends to communicate in simple
terms, then present your information simply. If you are targeting
a more technical group, then speak technically. Speaking their language
avoids potential alienation of clients that can develop when we present
beyond their ability, or willingness, to understand.
8. Provide
Options for Payment
Internet purchases
continue to grow from year to year, but this does not indicate that
there is a complete acceptance of the medium. Negative press surrounding
the security of online business transactions has resulted in a wariness
amongst purchasers that continues to this day.
Dealing with
this issue means providing your clients as many purchase points as
feasible. Credit cards, though the most popular means of online payment,
continue to be viewed by some internet shoppers as "risky".
Incorporating options such as order via a toll free number, print
and fax forms, and alternative online payment processes like Pay
Pal will ensure your client comfort.
9. Clearly
Indicate Site Policies
Deciding to
develop, and incorporate clearly stated site policies regarding such
issues as personal information use, product guarantees and returns,
and shipping guidelines, can go a long way towards placing a potential
buyer at ease with their purchase. Take the time to assemble your
organizational approach to these issues and post those intentions
for interested clients in appropriate locations. For example, privacy
policies should always be clearly visible, or accessible, from any
medium for data collection, such as during mailing list sign-up,
or at shopping cart checkout points.
10. Tell
Them Who, What, and Where
Defining the
nature, product line, and geographical location of your organization
for your clientelle serves to address the issue of trust, by assuring
your visitors that you are a real company, worthy of reliance, and
not some fly by night snake oil salesman waiting for the opportunity
to abuse their financial information. Successfully develop that sense
of trust, and you grow a loyalty within your customer base that can
serve only to enhance your business popularity, and overall online
success.
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