E-commerce businesses, get out – much as how men shop
even e-commerce (when forced to…) in real life.
specialists, have yet to
realize that the WWW is first and Just as there are certain stores
foremost an emotional experience. that you can walk into and feel
Few websites reflect this comfortable while others make you
important priority.” tense – it’s also true of
websites too. Stores do a number
I taught this concept at a of things to make you feel good
seminar in the late 1990s and about being at their store. They
surprisingly it is still true understand that their goal is to
today! get you to buy something and
spend money. The quality of their
Most websites are still designed products is important. Most
by a Joe Friday style web important is price. So why not
designer. “Just the facts, Ma’am just leave it there and who cares
– just the facts.” That worked about how you feel in that store?
well on Dragnet but it does not That’s because retailers
give your business the full understand that you will stay
opportunity it could have through longer, buy more and come again
your website. to a place that feels good. So
what goes into a feel-good
Don’t get me wrong – I’m a website? Check your website
proponent of easy to read and big against this list…
stuff on top websites. I
understand the importance of 1. Color – Make sure your colors
convenience and speed when fit a palette. Many websites use
someone is on your website colors that do not blend or
hunting for some information. compliment each other. They clash
They usually want to get in and with noise that’s equivalent to a
child crying. Colors should also high-rise condos. The websites
coordinate with your logo – and are populated with too much
hopefully you’ve chosen that well information organized too
too! Look at the color trends in tightly. The website visitor gets
home decorating. That will help overwhelmed and says goodbye.
you know what’s going to feel
normal to people right now. 4. Graphics – Choose friendly
Finally colors should be graphics. Sharp edges may look
something you could reasonably clean and tidy but they can also
find in nature – unless you’re seem sharp – like you’re going to
selling alien software or Goth cut yourself if you got too
clothing. close. Make sure you have some
friendly circles in the equation.
2. Words – Use clear English and
terms that most people 5. Navigation – Make it easy for
understand. While most people may people to make choices. Have a
have a high school or better number of points of navigation
education in North America – it available. That will allow people
is true that using the vocabulary to get where they want to go more
of grade five or six is where quickly. It’s like beaming them
people’s actual reading level is over to the section of the store
typical in everyday life. Save they want to visit instead of
the big words for the tech having to walk a very long way to
manuals that nobody reads unless the back corner.
it is an emergency.
6. Contact Us – Often people just
3. Space – The temptation is to want to talk to you, email you or
use every bit of space and to come to see you. Have your basic
load it to the max. It’s as if contact information on the home
web designers only built page. Have a second page with
“Contact Us” clearly marked.
Hyperlink your email address so So next time you review your
one click creates an email. Use website – make sure you feel it
drop down boxes to fill in the as well as know that what’s there
information for your customer makes sense. It will make
rather than them typing standard visitors to your website feel
information like States and better about your website and
Provinces or model numbers on your company. Remember – websites
your product. Be sure to give are first and foremost and
them hours and phone numbers too. emotional experience…I’ve heard
If you’re a location people visit that somewhere...
– include a map.
About the Author:
Grant D. Fairley is a graduate of Wheaton College, Wheaton, IL. He is an IBM Business Partner and is a principal presenter with Strategic Seminars http://www.strategic-seminars.com He is the author of several books available through http://www.palantir-publishing.com
Read more articles by:
Grant Fairley
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