Web-Site Mistakes to Avoid
| Category: Website Design and Development | Date: 2003-10-05 |
We all spend a lot of time moving around the Net looking for information. As avid users, we know what sites we enjoy and why we enjoy using them.and what sites make us frustrated and why we will not waste our time with them again. In this issue of Net Happenings, we would like to share some helpful hints for Webmasters. Many of you may have additional tips youll want to share with your own Webmaster.
Here are some of the big time mistakes to avoid.
1. IMPOSING A PENALTY FOR SHOPPING ON-LINE.
Otherwise impressive sites often forget that an effective e-business strategy must have seamless sales channels. This includes pricing. As an example, Dell computers regularly sends out snail mail ads touting special prices to existing and potential customers. Yet, when these customers hop online the specials are no where to be seen. And even worse, when the customers call Dell customer service theyre told that the advertised discounts do not apply to web orders. Dell, say it aint so. You guys are too good for this! Perhaps even more unreasonable is actually charging a service fee for online purchases. The offender here is Eddie Bauer, which adds a $3 service fee (over and above a quite understandable shipping fee) simply because the buyer is purchasing items electronically. In our opinion, this is not the way to encourage web business. Web visitors arent dumb. We know that its cheaper for a marketer to do business online - and therefore, we expect some of the savings in dollars or value to be passed along.
2. NO CALL TO ACTION.
Or, as we call it, the "What Now?" mistake. This happens as were happily navigating many levels deep into an interesting site, and then bam, we hit a brick wall. There is no "Order Now!" button, or "Return to Shopping" navigation. We dont know what to do. We have to back up, or return to "Home" and start all over again. (Were just as likely to exit the site, not return at all and share our unhappiness with all our online friends.) Effective e-tailing sites encourage and enable visitors to actually buy products from every page!
Whether a site is e-commerce or just an opportunity for web visitors to get your information, Webmasters -- pleeeze make it easy to download or have the information in an Acrobat pdf file format.
3. NO PHONE NUMBER.
We live in a multi-channel world. Few of us live by the Web alone. Yet, too many sites dont seem to understand this. Especially with the "newness" of e-commerce, Webmasters have to expect that users will still rely on old habits and pick up the phone when they have questions. But even a prominent site like Egghead doesnt provide a phone number anywhere on its site! We say, let the site visitors decide what forms of communication work best for them. In a recent survey of web users, we found that 35 percent prefer to use the web only, 45 percent prefer to use the web and the telephone, 10 percent prefer mail only, and another 10 percent want to have someone call them.
4. NOT ENOUGH INFORMATION.
One of the reasons users need to make phone calls when going online, is because there isnt enough information on the web pages to allow them to make a decision. The page content is often so thin it doesnt provide adequate information about the product or service and offers no reference of where to get more information. Unfortunately, many sites fall into this category.
5. MIXED MESSAGES.
Most web sites have multiple audiences: customers, partners, suppliers, advertisers, and others. Yet, many sites dont differentiate content based on the intended audience, and this results in mixed messages in a single area of the site.
For example, AutoConnect.com, a site that provides used car listings with information on the dealers, has a section called "finding a dealer." Obviously, this is for customers who are trying to, well, find a dealer. Yet, it is also under this section that new dealers sign up to be part of the AutoConnect dealer network. Confusing navigation is one of the principle reasons that visitors leave a site. If it becomes too confusing, or the downloads are too long, or getting the price takes too much commitment when youre only trying to determine if the price fits into your budget - its hasta la vista time.
6. CANT FIND IT ON THE SEARCH ENGINES.
We received a call from a good friend in the direct marketing business who said they were disappointed because they did not have any traffic on their web site other than their own employees. When we checked, we discovered they did not have their web site listed with any search engines. There are more than 600 search engines. 12 of them are very important. Be sure that your site is properly seated within these search engines.
7. INCONSISTENT LOOK AND FEEL.
If web sites were only one or two levels deep, design consistency would not be a problem. And, if complex web sites with multiple product lines and applications were developed, owned and maintained by a single group, this problem would not be nearly as prevalent as it is. However, many e-commerce sites that represent large companies with multiple products and departments have been developed piecemeal. Each group has created its own look and feel, navigation and content style. Web designers and technicians are not brand experts. But brand representation is critical. And a web site is just an extension of a companys overall brand image. Why would it want customers thinking there were two different companies - one the well respected tried and true, and then this web site company that just coincidentally shares the same name and logo
8. LETTING THEM GET AWAY.
Its common practice - and good practice - to provide links to other sites that would be of interest to visitors. But it is very dangerous to let users leave the site without realizing it. On one automotive site, I went to look at a link offering complementary services, and ended up on a completely different site. Not only are users unexpectedly surprised by the look and feel of the new site, but its easy for them to get distracted and never return to the original site. Has this ever happened to you?
9. PROMISES KEPT AND PROMISES BROKEN.
Some sites make promises that they either dont keep, or dont let the customers know are being kept. These promises can be both explicit and implicit. This indicates that there is no one minding the store and that the kids are running the business. When a web site suggests that there is a special, the special better well be there when the user wants it! Someone from the companys marketing department should always be supervising what is put on the web site.
10. TOO MANY ADS, TOO LITTLE CONTENT.
This is a universal problem! Most sites have too many ads, not only from paid advertisers, but also from the companys own products! Webmasters must remember - visitors dont come to a site to see the ads. They come for the content. Content is still king among those looking for information. Most experienced web site explorers do not even look at the ads any more. To them, ads have become small annoyances along the way. A word to the wise. Include no more than three ads to a page - and no more than one of them should be animated!
About the Author
:To contact see details below.
DBMarkets@aol.com
http://www.msdbm.com
Here are some of the big time mistakes to avoid.
1. IMPOSING A PENALTY FOR SHOPPING ON-LINE.
Otherwise impressive sites often forget that an effective e-business strategy must have seamless sales channels. This includes pricing. As an example, Dell computers regularly sends out snail mail ads touting special prices to existing and potential customers. Yet, when these customers hop online the specials are no where to be seen. And even worse, when the customers call Dell customer service theyre told that the advertised discounts do not apply to web orders. Dell, say it aint so. You guys are too good for this! Perhaps even more unreasonable is actually charging a service fee for online purchases. The offender here is Eddie Bauer, which adds a $3 service fee (over and above a quite understandable shipping fee) simply because the buyer is purchasing items electronically. In our opinion, this is not the way to encourage web business. Web visitors arent dumb. We know that its cheaper for a marketer to do business online - and therefore, we expect some of the savings in dollars or value to be passed along.
2. NO CALL TO ACTION.
Or, as we call it, the "What Now?" mistake. This happens as were happily navigating many levels deep into an interesting site, and then bam, we hit a brick wall. There is no "Order Now!" button, or "Return to Shopping" navigation. We dont know what to do. We have to back up, or return to "Home" and start all over again. (Were just as likely to exit the site, not return at all and share our unhappiness with all our online friends.) Effective e-tailing sites encourage and enable visitors to actually buy products from every page!
Whether a site is e-commerce or just an opportunity for web visitors to get your information, Webmasters -- pleeeze make it easy to download or have the information in an Acrobat pdf file format.
3. NO PHONE NUMBER.
We live in a multi-channel world. Few of us live by the Web alone. Yet, too many sites dont seem to understand this. Especially with the "newness" of e-commerce, Webmasters have to expect that users will still rely on old habits and pick up the phone when they have questions. But even a prominent site like Egghead doesnt provide a phone number anywhere on its site! We say, let the site visitors decide what forms of communication work best for them. In a recent survey of web users, we found that 35 percent prefer to use the web only, 45 percent prefer to use the web and the telephone, 10 percent prefer mail only, and another 10 percent want to have someone call them.
4. NOT ENOUGH INFORMATION.
One of the reasons users need to make phone calls when going online, is because there isnt enough information on the web pages to allow them to make a decision. The page content is often so thin it doesnt provide adequate information about the product or service and offers no reference of where to get more information. Unfortunately, many sites fall into this category.
5. MIXED MESSAGES.
Most web sites have multiple audiences: customers, partners, suppliers, advertisers, and others. Yet, many sites dont differentiate content based on the intended audience, and this results in mixed messages in a single area of the site.
For example, AutoConnect.com, a site that provides used car listings with information on the dealers, has a section called "finding a dealer." Obviously, this is for customers who are trying to, well, find a dealer. Yet, it is also under this section that new dealers sign up to be part of the AutoConnect dealer network. Confusing navigation is one of the principle reasons that visitors leave a site. If it becomes too confusing, or the downloads are too long, or getting the price takes too much commitment when youre only trying to determine if the price fits into your budget - its hasta la vista time.
6. CANT FIND IT ON THE SEARCH ENGINES.
We received a call from a good friend in the direct marketing business who said they were disappointed because they did not have any traffic on their web site other than their own employees. When we checked, we discovered they did not have their web site listed with any search engines. There are more than 600 search engines. 12 of them are very important. Be sure that your site is properly seated within these search engines.
7. INCONSISTENT LOOK AND FEEL.
If web sites were only one or two levels deep, design consistency would not be a problem. And, if complex web sites with multiple product lines and applications were developed, owned and maintained by a single group, this problem would not be nearly as prevalent as it is. However, many e-commerce sites that represent large companies with multiple products and departments have been developed piecemeal. Each group has created its own look and feel, navigation and content style. Web designers and technicians are not brand experts. But brand representation is critical. And a web site is just an extension of a companys overall brand image. Why would it want customers thinking there were two different companies - one the well respected tried and true, and then this web site company that just coincidentally shares the same name and logo
8. LETTING THEM GET AWAY.
Its common practice - and good practice - to provide links to other sites that would be of interest to visitors. But it is very dangerous to let users leave the site without realizing it. On one automotive site, I went to look at a link offering complementary services, and ended up on a completely different site. Not only are users unexpectedly surprised by the look and feel of the new site, but its easy for them to get distracted and never return to the original site. Has this ever happened to you?
9. PROMISES KEPT AND PROMISES BROKEN.
Some sites make promises that they either dont keep, or dont let the customers know are being kept. These promises can be both explicit and implicit. This indicates that there is no one minding the store and that the kids are running the business. When a web site suggests that there is a special, the special better well be there when the user wants it! Someone from the companys marketing department should always be supervising what is put on the web site.
10. TOO MANY ADS, TOO LITTLE CONTENT.
This is a universal problem! Most sites have too many ads, not only from paid advertisers, but also from the companys own products! Webmasters must remember - visitors dont come to a site to see the ads. They come for the content. Content is still king among those looking for information. Most experienced web site explorers do not even look at the ads any more. To them, ads have become small annoyances along the way. A word to the wise. Include no more than three ads to a page - and no more than one of them should be animated!
About the Author
:To contact see details below.
DBMarkets@aol.com
http://www.msdbm.com
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