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They hire a web designer who focuses more on graphics than sales copy. The truth is... only one out of one hundred web designers know how to build an interactive biz site that sells.
Most web designers are concerned with logos and graphics, very few know how to persuade visitors to become customers.
Designers love high tech things like flash animations, splash pages, and hard to follow navigation menus. And sadly, a lot of business owners buy into this. One of the first things they say is, "I want a web site that looks like this or that."
Sorry, but it's a fact that flash intros and great artistic visions don't generate income, except for the web designer.
In the focus groups we've conducted, consumers of all ages said bells and whistles usually drive visitors away from sites.
People who go online are in a BIG hurry
Visitors come to your web site seeking information or a solution to their problem. They most likely did not get online to buy anything.
You only have about ten seconds to convince visitors that your product or service is the solution they need. That is... if you're lucky enough to pass the, "Should I even look at this?" test.
So either demonstrate a solution FAST, or..."Click"... your site's visitors are gone! That's why repetitious animations and lots of graphics just get in the way.
How people really use the web
I've spent a lot of time watching people use the Internet, and the thing I've noticed most is the difference between how web site owners think people use the web, and how people actually use web sites.
Much of the time visitors only glance at a page, scan some of the text, and click on the first link that catches their interest or vaguely resembles something they're looking for.
There are usually large sections of the web page that visitors don't even look at.
The site owner is thinking "great product brochure", while the visitor's reality is closer to "billboard zooming by at 70 MPH."
It's a bit more complicated than that—it depends on the type of web page, what the visitor is trying to do, how much of a hurry she's in, and more. But this simplistic billboard analogy is much closer to reality than most site owners imagine.
If you want an effective web site
You have to live with three facts about how people really use web sites:
- People don't read web pages.
Visitors scan web pages looking to pick out information, instead of reading the page copy word-for-word.
One of the very few well-documented facts about Internet use is that people tend to spend very little time reading most web pages.
- Visitors don't make the best choices.
They choose the first reasonable option. Most web site owners assume that users will read a page, consider all of the options and choose the best one.
In reality, visitors don't choose the best option most of the time—when they find a link that seems like it may lead to what they're looking for, they will very likely click it.
- Visitors don't want to figure things out.
Very few people take time to read instructions when faced with any sort of technology. Instead, they simply storm ahead and stumble through.
And fact is... much of the time they get things done that way. You probably can't imagine how much people use technology without understanding how it works.
To succeed online DMVT and KISS
Don't Make Visitors Think, DMVT
Don't make visitors have to guess where to click because of artsy navigation. Make it easy to find for them to find their way around your site.
Don't make them guess what it is they're supposed to do on your site. Tell them what you want them to do, and guide them smoothly through the steps.
Don't confuse them with big words, cutesy navigation text, or lots of techno-speak. Use plain, simple English and short easy to read and understand sentences.
Don't use music tracks or any other audio, unless the visitor can turn it on and off. And make sure it's off when they arrive at the page.
In the fewest words...
Keep It Simple & Stupid, KISS
I shouldn't need to say this, but so very few web sites do it, make it easy for the visitor to do what you want them to do.
Make it easy to get around, uncluttered, easy to read, etc. Keep it simple. Even if your web business is targeted at highly educated people like teachers and doctors.
In fact, the more educated your visitors, the more they'll appreciate a less demanding experience.
And the rest of us probably won't be aware that your site was "dumbed down", we'll simply have a more enjoyable experience.
Make staying on your site easier than surfing
Do everything you can to keep visitors on your site. Your web site's visitors are always just a click away from leaving your site forever. If you don't ever forget that...
You will make more money... or get more subscribers, more leads, more donations... More of whatever it is you're trying to achieve with your Internet business.
The facts about making money online.
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