September Meeting Recap
by Bob Young

Forget the flash, concentrate on content.

Theresa Leonard-Wilkinson says that concise instructions that assist web surfers is the ticket to closing the deal for internet marketers. Leonard-Wilkinson knows first-hand, having applied her web site conversion skills for major companies, including CompuServe, Intuitive Concepts, and Abercrombie & Fitch.

The latter two web sites were compared for visual and instructional concepts during Leonard-Wilkinson’s spirited presentation at the Northeastern Ohio STC September meeting. She emphasized the tangible and intangible elements that help web site designers overcome obstacles that prevent surfers from buying, requesting information or downloading software.

A well-known designer from the Central Ohio chapter, Leonard-Wilkinson noted that only 30 percent of web surfers purchase products. Interestingly, less than half surveyed bought the cheapest product. Why?

“Price is the least important factor, quality the most,” she said.

Building trust and confidence in the web site is as important as the label on the merchandise. Web surfers, said Leonard-Wilkinson, must be made comfortable and motivated to take a desired action upon accessing a web site. Clear instructions packaged with consistent navigational tools will allow the user to patiently view artwork, product information, or size and color information. In other words, good copy writing and design are more important than huge, flashy graphics.

Leonard-Wilkinson noted that studies have shown that since we are trained to read left to right our eyes first go to the center of a page, move up to the top left-hand side, and then over to the right side of the page. Therefore, she added, it’s important to have your logo prominently displayed at the top left side along with the navigational links. Graphics should enhance the middle copy and not overwhelm the user.

By not making the customer work for information you have accommodated the four traffic groups:

1. Users who know what they want. Make checkout easy for them.
2. Users who kind of know what they want. Help them narrow choices.
3. Window shoppers who are curious. Package merchandise to maintain their interest.
4. Users who accessed the site by mistake. Catch their interest and allow them to exit without effort. They might come back later to learn, or purchase, more.

Leonard-Wilkinson added that a web designer must know her audience, address users’ fears of not being able to leave, provide contact information, and, above else, provide value. She cautioned that changes to a site, such as color, text, or navigation, should be made one at a time. If sales drop, you know what to immediately correct.