|
Keep Your Site Visitor-Centric
by Paul "the soaring" Siegel
The vast majority of sites I visit are self-centered, when they should be visitor-centric. They speak about all the good things they have to offer, how successful they are, how much they or their products are in demand. In effect, they place a neon sign on their site, which says:
"Look at us. We are terrific"
What they should be doing is making the visitor feel comfortable, and to offer what is helpful to the visitor. The neon sign should say:
"YOU are our honored guest. We want to help YOU every way possible."
Here are a few of the ways we announce to the world how wonderful we are - that we have the "we-we's:
- Multimedia
Here is what Jakob Nielsen, the guru of web usability, says about flash, the biggest tool for braggadocio:
"Although multimedia has its role on the Web, current Flash technology
tends to discourage usability for three reasons: it makes bad design more likely, it breaks with the Web’s fundamental interaction style, and it consumes resources that would be better spent enhancing a site’s core value."
The visitor's primary concern is usability. Work on it. Follow Nielsen's advice at http://www.useit.com/alertbox/20001029.html.
- Registration
Some sites want to present an air of prestige. They make the visitor register in order to be able to join the elite few who are allowed onto the site. Registration, they claim is free. Just answer 20 questions about yourself. (What do you think they will do with the answers?)
- Entrance Requirements
Do you want to enter this site? Download this special software and you will be able to. We have spent untold hours designing this site and we have used all the latest technology. Go get this software and you will be able to enjoy this site. Unhappily, too many sites follow this approach. The visitor is not impressed.
- Nobody Home
A visitor arrives and is interested in the site. Maybe he wants to buy something. But he wants to ask a small question first. For instance, do they have a certain CD? There is no way to do this. He looks all over, but there's no email address on tahe site. The visitor goes somewhere else.
- Automation
Automation is wonderful. But not to answer a visitor. A visitor requests specific information. The request goes to an autoresponder, which always answers with the same blurb about the company's wonderful products. Specific questions should be answered by people, not machnes.
- The Pitch
Many marketing people think of their sites as media for advertising. They call the text "copy," as in "ad copy." Never mind what the visitor would like to find out. They present an ad, which shows how useful and popular their products are. There is a place for presentng information about your products. But try to help the visitor with his needs first.
Change your tune. Sing the "You-you's":
- A Big Welcome
Let the visitor feel at home. Present a welcome message or a site orientation message. Make sure the welcome is slanted towasrd the needs of the visitor, and not your own.
- Lots of Choices
Enable the visitor to choose what she wants to see and do. Make clear what is in store for her. Do your best to help her save her time. Don't trick her into jumping to a page she may not be interested in. See that she stays in charge.
- Be Available
Make it easy to contact you. Your email should be viewable at many places on your site. Visitors should be able to write or fax you. They should be able to get on the phone and talk to you or some other human being. Encourage them to contact you. Have them ask questions. Get involved in discussions.
- Make it Interactive
Interactivity is a great aid to learning. Interactivity is a great aid to building relationships with people. Interactivity is best when the visitor asks the questions or begins the discussion.
Keep your site visitor-centric by concentrating on the visitor's needs, not yours. Forget the "We-we's"; stress the "You-you's."
|
|
