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This is like many of the browsers
on the Web. They will surf through many sites before stopping
long enough to navigate through one particular site. Even then
they will probably leave before buying anything. It would be an
achievement for you if they go as far as adding your site to their
favourites list! "But," I hear you all saying, "when visitors
come to my site, it is because they are interested in the product/service/information
that I offer so they will stay."
Really? And do you believe in the
Tooth Fairy as well?
Let's go back to that bookstore.
Say you were to visit that store with the specific intention of
buying a book on Web Site Marketing, and you had an idea of the
book you wanted because a friend had recommended it. You would
go to the computer section, find the book you were looking for
and probably pick it up and glance through it. I doubt if you
would buy it purely on your friend's recommendation.
Now even if you did like the look
of the book and felt that it was just what you wanted, wouldn't
you at least glance at the other books in the section? Isn't there
a chance that you would pick one or two of them up and browse
through them? After all, you do want to ensure that you buy the
best and most suitable book don't you? So even if you went to
the bookstore with the express intention of buying one particular
book, there is a possibility that you could change your mind because
you have seen something better.
If you found that the recommended
book was poorly designed and you didn't like the way it was written,
would you still buy it? I don't think so! So you see, even if
visitors have gone to your site because they were interested in
what you have to offer, it is by no means certain that they will
stay there, let alone buy anything!
OK, so now, I hope, you appreciate
the need for good site design. The following pointers will help
you to design a site that your customers will find attractive
and will stay at for at least a few minutes! I would recommend
that you list these points and ensure that they are followed -
especially if you are paying someone else to design the site for
you - make sure you get the site that will work for you - not
one that shows what clever designers they are!
Downloads Quickly - most accepted
research has shown that a visitor will only wait six to eight
seconds for a site to download - after that he will skip on somewhere
else - so don't have lots of graphics on your home page!
Easy to Read - don't have a heavily
patterned background or lots of colours - it might look pretty
but people wont strain their eyes trying to read a light blue
text on a purple background. (If you think I'm exaggerating, believe
me, I'm not - I have seen that on a site of a company trying to
sell a web design service - I could hardly read it so naturally
I left and have never been back!). Black or dark blue on white
is usually best for the main body text.
Make it Clear - show your visitors
exactly what they have to do to navigate your site/obtain information/buy
goods etc. Don't leave them thinking what to do next.
Build Confidence - they probably
don't know you, so build confidence in your site. Do this by having
an "About Us" page, contact information, site security information
(if you are taking credit card details), testimonials, a FAQ page
if appropriate (Frequently Asked Questions).
Keep Banners to a Minimum - particularly
on your home page - people either don't like them, ignore them,
or worse still, click on them and leave your site!
Ensure Visitors can Navigate Easily
- at a minimum, have a "top of page" link at the bottom of every
page that is longer than the visitor can see at normal browser
settings, and have a "home page" link on every page. Don't send
visitors down a cul-de-sac with no obvious way out. Yes, I know
they can use the back button on their browsers, but it is surprising
how many people do not and will simply exit your site if it is
unclear where to go next.
How Do I Buy? - If you are selling
goods directly from your site, make it crystal clear to visitors
how to buy.
Build up a Database of Customers
- collect their e-mail addresses getting permission to contact
them in the future). This can be accomplished by the use of surveys,
questionnaires, a quiz, or asking them to sign up to a newsletter.
I trust that the above tips will
help you in designing a web site that will not only look good
but, more importantly, make visitors want to look at the remainder
of your site.
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