You never get a second chance at first impressions. Not
only does this truth apply when developing personal
relationships, it also applies in the world of website
design. As I have traversed the World Wide Web, I have
found sites that have been thoroughly impressive and others
not so much. You would be surprised at the lack of
understanding of the first impression principle.
In the age of information it is important to make your
information as accessible as possible. If a customer cannot
find what they are looking for on your site they are likely
to leave and find it on your competitor's.
People go to the internet for two things:
1. Find information on a product or service they intend to
purchase 2. Make a purchase
There is no doubt the importance of website design as a
tool for marketing goods and services. Upon visiting a
website, the mind of the customer is made whether they will
stay or go as soon as your website downloads. Your ability
to keep them perusing your page is in based on a design
that creates compelling exchange.
Regardless of what anyone says all humans look on the
outside rather than the inside. It is our human nature to
make judgments based on looks rather than substance during
first encounters. If the cover of your book(your website)
is not appealing than you will find that you have been
judged only by your appearance and not the quality of the
character of your site.
If the design of your website placed emphasis on deep and
rich content yet losses a customer based on first
impressions then you have wasted your time. When your
website is perceived as confusing and uninteresting then
your product or service will be perceived in the same
manner.
A great example of this comes from Robert Cialdini's book,
Influence - Science and Practice, a woman owned an Indian
Jewelry store in Arizona who recently purchased an
allotment of turquoise jewelry.
The store owner had a hard time selling any pieces of this
particular jewelry. She tried many sales tricks such as
shifting their location to a central spot in the store, no
luck. She had her sales clerks push the jewelry hard upon
customers--with no success. One day the owner went on a
buying trip but prior to leaving she left a note for her
head saleswoman stating, "Everything in this display case,
price x 1/2," in hopes of getting rid of the offensive
jewelry, even at a loss.
The store owners handwriting must have been horrific
because the saleswoman mistook "1/2" to be "2", and the
entire allotment was sold for twice the original price!
The jewelry only sold because a higher price led to a
perceived higher value. You see, "Perception is the key to
the mind".
If you place your website in a side-by-side comparison to
your competitor, both offering the same product, the same
price and the same value, the one who wins is the one with
the best design hands down.
Take time to think of what you are communicating to your
customer and how it is best communicated. Through the
creation of your compelling exchange your customer will
find greater value in your website by "Design".
----------------------------------------------------
Ron Seawood is an experienced marketing consultant online
and offline. As a former marketing consultant for top
insurance and financial service companies, Ron now uses
acquired skills to help fellow entrepreneurs start and
build their businesses. Want to know the secrets of how
heavy hitting online marketers earn 7 figure incomes? Get
your free 5 day mini course that pulls back the curtain!
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