In last two articles in Along Came a Spider series,I've talked about difference between search engines and directories, and how persuasive, keyword-rich content can make or break your online business. But these elements are really only tip of iceberg.There are at least four other factors - design, usability, customer service and tracking (D.U.C.T.) - to take into account if you want your online business to be a financial success.
Let's start with number one, design.
1. Design.
Web design is like politics - everyone has an opinion, and everyone could do a better job if only they had chance. Like politics, I find it best not to get into too much discussion about right or wrong way to design a web site. But there are some design elements it pays to avoid. Not because they don't make site look nice, but because they confuse and distract visitor - who is, after all, your potential customer.
Here are two things you absolutely must not let your designer do when he or she designs your site.
1. Use flash. Contrary to what some web designers will tell you, vast majority of people who shop or surf online, do not like flash. Yes it can be entertaining, but it generally takes forever to load. And if you're in a hurry (99% of Internet users), it's frustrating and annoying. Interestingly, search engines aren't fans of flash either. They like words much better.
2. Use a dark background color. Seven out of 10 Internet users are over 40. And we all know what happens to people's eyesight as they age. Don't make your site difficult to read, especially for growing, affluent, group of people who are responsible for over 25% of online spending. Don't use white or colored text on a black, purple, dark blue,spotted or striped background. If people can't read words on your site, they'll leave.
2. Usability
Web design is closely linked to next element - web site usability. But what does usability really mean? I don't know what official definition is, but to me it means making it as easy as possible for your user to find their way around your site, without getting lost.
We all seem to have a story to tell about getting lost or separated from our parents as a child. Shopping malls, on a Saturday afternoon, seem to be favorite. One minute you know exactly where you are, where you're going and whom you're with. And next, you're totally lost. If you're lucky, and old enough to read, there are signs and maps to help you find your way around or direct you to customer service. If not, thank goodness for store clerks and security.
Web sites are very similar to shopping malls - except you can't just ask someone for help if you're lost or confused. For that, you must rely on site's navigation. If it's clear, you'll find what you're looking for, make a purchase, and be in and out in no time. If it's unclear, you'll quickly become confused, lost and disorientated.