Get Out of The Way
Get out of the way and make it easy for your visitors to find what they want.
Recently I completed a report for a site that was the most 'peaceful' and among the most 'useful' I had seen in a long time. That is to say, the visual and promotional 'noise' on the pages was at a minimum.
Take a look for yourself here: www.businessobjects.com/devzone
As you can see, the headings are all the same size and weight, there are very few images and the background color remains consistent.
I'm not suggesting that every site should be without color, images and big headings. But what this site showed me is that when you take out all those heavy visual and promotional elements, you make the content much easier to scan.
Your eyes are not being dragged from one place to another. The design isn't attempting to say, "Look at this area first! Look at me first!" There is no visual shouting, as it were.
The result? It's a calm place. Your eyes are free to roam without undue influence from the design. You can quickly scan the headings to find the content that is most relevant to your task.
In addition, the text of the headings themselves is not shouting. There is no 'copywriting' here. The headings simply describe the content.
So now neither design nor text is trying to make you go to one place first. You are left free to decide for yourself, without having to fight your way through promotional clutter and noise.
And that's the key here: the absence of promotion. The company, Business Objects, is not using this site to push, promote or emphasize any one of more of its products or services in particular. They are simply providing information and allowing visitors to find what they want, as quickly and as simply as possible.
This is the benefit of 'getting out of the way'.
On most sites, our promotional interests get in the way too much. We shout and scream in an attempt to get visitors to spend their time looking at what WE want them to focus on.
The problem here is that we may not always be very good at anticipating what THEY want to find. And our breathless attempts to get them to look in one direction makes it harder for them to find what THEY are looking for.
This is where this site really shines. The company, designers and writers have moved out of the way. They have created an interface and written copy that is essentially 'sales-neutral'. It's a bold move.
But as a result, their visitors are spared the noise of so many other sites, and are given a layout, headings and links that make it simple to find what is most important to THEM.
Nick Usborne is a copywriter, author, speaker and advocat of good writing. You can access all his archived newsletter articles on copywriting and writing for the web at his Excess Voice site. You'll find more articles and resources on how to make money as a freelance writer at his Freelance Writing Success site.
Add to these social bookmarking sites:
Notice: Undefined index: TITLE in /var/www/vhosts/harmonyhollow.net/httpdocs/webmaster-resources/ecommerce/inc/rss.inc on line 103
The Art of Being Human
This isn't the first time I have written about the benefits of inserting a human voice or presence into your online communications. And I make no excuse for writing about this again.
Ecommerce Marketing Plan
Concept of ServiceThe current work deals with marketing offer of e-commerce service. It highlights the essential steps of marketing of a brand-new firm offering services of website construction, design, programming, development, and promotion.
Is Your Business Afraid of the Internet?
My Business is Afraid of the InternetBill Gates, CEO of Microsoft, once said that there would soon be two types of businesses, those online, and those out of business. Those words still ring true today, and many small businesses are missing a huge boat by not getting online.
Shopping Cart Features to Consider
Often the simplest Web stores have the most success. But shoppers like special features depending upon the type of store you have, how you market and use them, and if you don't overwhelm the shopper.
A Beginners Guide To Setting Up A Successful Online Store
A beginner's guide to setting up a successful online store Online selling is by no means a simple task. To sell products online not only requires making use of high end marketing strategies but also involves lots of planning.
How To Accept Credit Cards Without a Merchant Account
To increase sales on your website, you must accept credit cards. To process credit cards, you could apply for a merchant account through your bank or other financial institution.
Web Users Crave Familiarity
The sad truth is, general Web users would love it if all our sites looked like Amazon.com.
Intranet Project - RAD or Waterfall?
Building BridgesI have often used the analogy of building a bridge to explain to business colleagues the difference between Rapid Application Development (RAD) and Waterfall.Let's say that we are in the middle ages and the Mayor of Kingston-upon-Thames is evaluating whether or not to build a bridge over the river to the north side, to replace the current ferry.
Business Online - Blind Hunt
Do you sell something online? Do you have a business in the Internet? Have you read the "How to generate more traffic and convert it to sales" articles? Have you played the "Be #1 in SEO" game?Now, you are ready to believe - nobody knows how to do it absolutely right.Nobody can know everything.
Conducting Business through B2B E-marketplaces
Businesses, which are still sitting on sidelines and not doing business on the Internet, should think seriously about their position! If you are one of them, chances are there, that you have to pay dearly for your indecision as you might lose significant market share to your more proactive competitors in a very short period of time.Apart from the fact that e-commerce is growing at the rate of more than 25 percent a year, the use of online features can bring efficiency to virtually every aspect of business process, be it supply chain management or customer support management.
Intranet Portals - Collaboration through Team Rooms
Knowledge Management for beginnersKnowledge Management (KM) can be defined simply as the process through which organizations generate value from their intellectual and knowledge-based assets. Knowledge assets are often grouped into two categories:(1) Explicit Knowledge Generally, everything and anything that can be documented, archived and codified.
Starting An E-Commerce Business
The development and expansion of the Internet has made business opportunities, once only available to the wealthy, available to nearly everyone. In the past, opening a business was a huge commitment in terms of finances and risk.
10 Reasons To Survey Your Visitors, Subscribers And Customers
1. To find out what type of content visitors want to see on your web site.
Simple Steps to Start a Profitable Member Only, Subscription Web Site
Having a successful member only, paid membership site is one of the best ways to make money online. A successful membership site can give you the steady income of a CEO ?.
Tell Site Visitors What To Do
Your site visitors make all the choices when it comes to browsing the Web.No other medium gives users, readers or customers such control over their own experience.
Google Catalogs - Old Gashioned Mail Order Meets High Tech Search
In addition to Google's Froogle shopping service (still in beta), which features a searchable database of online merchants, Google is also beta-testing their Google Catalog service. Google Catalogs provides a searchable central repository of hundreds of mail-order catalogs.
Online Shoppers Say They'll Buy from Small and Large E-Businesses Alike
As the holiday shopping season begins in earnest, consumers say they're just as willing to buy from small online retailers as they are from large, national e-commerce providers.In addition to this key finding, a new national survey of 2,500 consumers discovered extremely high levels of consumer participation in - and satisfaction with - shopping on the Internet, despite continuing concerns for security and privacy.
How To Eliminate Credit Card Refunds From Digital Thieves
Can you encounter the number of times where a Credit Card Sale was generated, only to receive a "Refund Notification" from your contracted e-commerce processor on behalf the "customer"?Welcome to the electronic world of "cyber-shoplifting".Unscrupulous surfers, disguised as potential "customers", systematically opt to ordering goods (using credit cards) in electronic form of delivery, only to request a refund minutes or days later after receiving the product.
Do You Need A Merchant Account?
Deciding when to get your own merchant account for internet sales can be a confusing and expensive venture. If you have a small to medium sized business and only sell a small amount of products then having your own merchant account may not be the answer for you.
12 Easy and Effective Ways To Create Reports
1. Combine a few of your articles into a free report.
|Home | Site Map|