How To Manipulate Website Visitors by Jerry Bader
Everyone Has An Agenda
When we watch our favorite television programs like 'CSI' or 'House', we
knowingly and even gladly allow ourselves to be manipulated. When we watch the
evening news we are also being manipulated, knowingly or not, by the selection
and presentation of stories that have been filtered through a series of network
agendas ranging from the benign time constraints of a thirty-minute broadcast
to the more suspicious dictates of network and sponsor interests.
Websites are vehicles for communicating content to an audience as well, and like
your favorite television show, or evening news, that communication is not
neutral; it comes with an agenda and that agenda should be yours.
If your website designer is not developing your site within a framework created
to communicate your marketing information, then you are not getting the website
you need. If your website designer is merely a technical programmer and not a
communicator then you have picked the wrong supplier.
Whether you are selling an idea, a product, or a service doesn't matter; what
matters is you are trying to convince your audience that what you have to offer
will benefit them in some way. You are manipulating your presentation to your
advantage. That does not mean that you should be dishonest or deceitful, but
rather just skilled in getting your message across.
To manipulate, as defined, in part by wordreference.com, means to 'control or
influence skillfully, usually to one's advantage'. Like it or not that's the
job of a professional website designer: to skillfully influence an audience to
the website owner's advantage.
Bad Websites Use Technical Solutions to Solve Communication Problems
Website designers constantly hear complaints from business owners and marketing
executives that their websites are underperforming and their ROI is anemic.
This is not surprising when so many websites are developed based on attracting
traffic rather than skillfully influencing audience opinion. You can attract
all the traffic your server can handle but if your message is lost in a
labyrinth of search engine-friendly requirements it will not influence,
persuade, or convince anybody of anything.
It used to be that technical agendas formulated by IT departments where a
significant cause of website communication deficit, but today that torch has
been passed on to the SEO guru promising to deliver the multitudes but more
likely creating a severe case of information and performance anxiety.
Technology is not an end; it is merely the means to an end, and when it comes
to websites that end is communication.
The technical aspects of website design are fairly easy to learn for anyone who
is willing to take the time to learn them - let's face it, it's not rocket
science. As a consequence there are lots of technical website programmers
creating ineffective communication solutions. Professional website designers
must be expert communicators practiced in the art of skillful message
manipulation and communication delivery.
Defining An Appropriate Website Agenda
In order for your website to be an affective marketing communication vehicle it
should be build around an agenda that accomplishes the following tasks:
1. Attract interest
2. Focus attention
3. Convey attitude
4. Enhance understanding
5. Generate confidence
6. Stimulate desire
7. Motivate action
Attract Interest
If you check your website logs and find that people are leaving your site as
fast as they are arriving, then you have an problem. All that time and effort
you spent on optimizing your site for the search engines to attract visitors is
wasted if those visitors don't stay long enough to get your marketing message.
Visitors will leave your site within seconds if your splash page is confusing
or irrelevant to their needs. Your initial contact with your audience must
capture their attention by quickly establishing that you are the source of the
information, products, or services they are looking for.
Focus Attention
Once you've established that your site has the information your audience wants,
you must make it easy for people to find it. Information, products, and
services must be organized for quick access and easy navigation between options
and alternatives.
Visitors are focused on finding what they came for; once they have found it,
they will be more receptive to paying attention to the items that you want to
direct them to; this is what Jared Spool of User Interface Engineering calls
the 'seducible moment', the moment when visitors are ready to focus on your
pitch.
Enhance Understanding
Rather than designing the presentation of your information for search engine
robots, design it for human understanding. People absorb more information; have
better comprehension; and retain more of what you want them to when information
is presented by a real person.
If you want to see the future of the Web visit Wyeth's menopause related website
at http://www.knowmenopause.com.
This site provides visitors with the option of going to a text-based version
that is index-able by search engines and where visitors can print-out the
material; and a multimedia version that features video presentations by doctors
discussing the medical issues, and interviews with ordinary women discussing
their personal experiences.
Generate Confidence
Since the Web is a remote environment, it is important to create confidence in
your company and the products and services you provide. The easiest thing you
can do to create this confidence is to provide visitors with not just email
addresses but phone numbers, physical locations, and contact names. It never
fails to amaze me how many websites fail to provide this kind of information.
If you don't provide proper contact information, it looks like you have
something to hide.
As mentioned in 'enhancing understanding', relating to people with people is
critical in building confidence. The Wyeth knowmenopause.com site does a
brilliant job of providing expert video advice from qualified professionals as
well as video commentary from average people relating their personal experience
with the subject matter. And you don't have to be a multinational
pharmaceutical company to do this. Every business has access to expertise and
knowledge. If you stop pitching and start informing, you may find you're
further ahead.
Convey Attitude
Every business has a personality that is conveyed to clients through their
experiences with that company. If you are relying on your website as your main
point of customer and prospect interaction, then your website has to present an
attitude that is appropriate for your audience. This attitude can be conveyed
through the graphics, copy, and multimedia presentation of the information,
products and services you provide. When it comes to 'attitude' the medium is
very much the message and since the Web is such a impersonal environment, it is
important to design your presentation so that it delivers the attitude and
personality that your audience will relate to.
Stimulate Desire
The desire to buy a particular product or service is based on more than
functional utility; after all, nobody really needs a Rolex or a Lexus. People
buy much of what they buy based on emotional and psychological desire rather
than functional need. Functionality often comes into play merely as a
justification for the purchase. Part of your website's job is to create the
emotional and psychological desire for the product in question.
Motivate Action
Your website should also be designed to motivate people to action but don't
construct your site to limit that action to a sale or nothing. Too many sites
are obviously designed to get you to buy something with little or no attention
to enhancing understanding or generating confidence. This 'all or nothing'
approach is severely anti-productive and conveys an impression that you can't
be trusted. Customers need to have confidence in you and your offering and
sometimes they need some reassurance that you are legitimate.
What you want to do is get website visitors to do something, anything that
demonstrates some interest. That demonstration of interest could be a phone
call to ask a question, signing up for an e-newsletter, requesting a catalog,
responding to a survey, poll, or promotion - anything that displays they have
some interest in what you are offering. If you can motivate your audience to
action, even if that action is not directly sales related, you are on your way
to building a relationship with that prospect.
Communication: Turning Content Into a Memorable Experience
In order to achieve your marketing goals you need to know how to manipulate, or
if you prefer, 'seduce' your audience to your advantage using the seven tools
of website persuasion.
Position
Web-pages are usually made-up of similar types of information. Standard page
elements include:
i. Header information - such as logo, company name, address, and basic
contact information;
ii. Navigation elements - so visitors can find what they need;
iii. Content - such as text, graphics, audio, and video;
iv. Sidebar information - that might include additional information or
links that relate to the content or advertisements, and;
v. Footer information - that might contain further contact or copyright
information.
The positioning of these elements is critical to the comprehension and retention
of your information and marketing message. Various usability studies carried
out in the USA and Great Britain have tracked the eye movement of website
visitors. These studies help the designer place the various page layout
elements on the screen to produce the maximum effect.
Most studies are fairly consistent with their eye movement tracking results:
i. Middle-Center: Visitors first focus on the center of the page
searching for content that is anticipated;
ii. Top-Left: Eyes then move to the top left corner where a logo or
company name is expected;
iii. Down Left-hand side: Eyes then move down the left-hand side of the
screen where navigation is commonly placed;
iv. Top-Middle to Right: Eyes then move back to the top of the screen
and move from the center to the right scanning for further navigation elements
or additional company identification information;
v. Middle-Center: Eyes then move back to the middle of the screen
scanning for relevant content;
vi. Right-hand side: Eyes then move to the right side of the screen
looking for additional information or sidebars;
vii. Middle-Center to bottom: Finally eyes go back to the center and
down the page towards the footer scanning for additional content.
It should be noted that these studies also suggest that website visitors will
quickly determine where any advertisements are located and then proceed to
ignore or avoid them when moving on to other pages of that website.
Size
The size of the various elements will obviously draw attention to, or away from
particular information. Logos, graphics, headers, and body-text should all be
balanced and proportionate, and the use and amount of white space is as
important to readability and comprehension as any of the other elements.
Color
The use of color is another obvious feature that draws attention to particular
information; color also conveys personality, mood, and image. Blue, silver, and
green are calming colors that convey a cool if somewhat remote image. Reds tend
to convey a sense of excitement and boldness, while yellows are bright and
friendly. Browns and beiges are earthy, warm and rich, while black, white and
gray convey a sense of sophistication.
Of course these are all generalizations and colors can be mixed and matched to
provide a variety of moods and personalities. What's important is that a color
palette is chosen with care, not only to convey personality but also to direct
and focus attention on particular key elements.
Shape
The shape of elements is another way to draw attention to particular information
or content. Traditional computer monitors with their 4:3 ratio and the new more
extreme 16:9 ratio monitors create particular challenges when trying to present
substantial information above the virtual fold, by that we mean the visible
area that does not require scrolling. Sometimes vertical scrolling can't be
avoided, but if you have a lot to say, think about adding an audio or video
option that only requires the click of a button to present your information
with no scrolling required.
Sound
Web-audio is the most cost-effective multimedia-format for delivering large
amounts of complex information or instructions to website visitors. Web-audio
not only delivers the information in a meaningful, compelling, entertaining,
and memorable way, but it also helps establish a corporate personality and
image.
Movement
Movement will also help attract and direct attention to certain aspects of your
website. By far the best way to incorporate some action on your site is with
Web-video that uses a Web-host to present information or direct visitors to
where they want to go.
Style
The visual style of your site not only directs attention and focus but it also
helps establish your personality and how it relates to your target audience.
Styles range from conservative to funky to downright bizarre but what really
matters is the style you choose tells visitors who you are and what you're all
about. Your website style will help create the attitude aspect of your website
presentation.
Conclusion
Designing a website is more than programming and search engine optimization; it
is how you communicate to your future customers - a job that is too important
to leave to someone who doesn't understand how to use the Web and it's full
arsenal of presentation elements to communicate your marketing message.
About the Author
Jerry Bader is Senior Partner at MRPwebmedia, a Thornhill, Ontario based website
design firm that specializes in delivering their North American clients'
marketing messages using the latest audio, video, and interactive Flash
presentation techniques to create compelling, informative and memorable
Web-experiences that enhance brand personality and increase sales and profits.
Visit http://www.mrpwebmedia.com,
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