Along Came a Spider (Part Three). by Julia Hyde

Back

Along Came a Spider (Part Three).
by Julia Hyde

In the last two articles in the Along Came a Spider series,I've talked about the 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 the tip of the 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 the chance.Like politics, I find it best not to get into too much discussion about the 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 the site look nice, but because they confuse and distract the 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, the 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, the 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 the 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 the words on your site, they'll leave.

2. Usability

Web design is closely linked to the next element - web site usability. But what does usability really mean? I don't know what the 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 the favorite. One minute you know exactly where you are, where you're going and whom you're with. And the 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 the 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.

There are some web sites it's virtually impossible to get
lost on. Amazon.com is one that springs to mind. Why?
Because it has these wonderful tabs at the top of every
page that tell you exactly where you are, and how to get to where you want to be. I'm not saying every web site should be a clone of Amazon but before you build your own, study it. There's a reason it's so popular.

3. Customer Service

The brave new world of online sales hasn't quite achieved
all that it promised - especially when it comes to customer service. Everyone who uses the Internet has experienced the frustration of trying to find a telephone number so they can call and ask a question. Generally, the number is buried so deep within the site you give up and move on. Even the online help and FAQ's (preferred by many online companies) appear to answer every question imaginable, except, of course, the one you want answered.

Recently, the E-Tailing Group Inc. mystery shopped for
customer service on 100 web sites. Only 10 earned a perfect score on the following

Author's Biography:

Posted on: February 18,2005

Email: info@juliahyde.com
Website: http://www.juliahyde.com