Dear Joep0325 -
It has been established that good design, including certain aspects of
color choice, items for building credibility and designing for your
market will help increase sales on your website.
Here is some information which should help you achieve your goals.
1.) Website/Business Credibility -
Consumer Web Watch published a research report on credibility on the
Web dated October 29, 2002, with a follow-up dated November 11, 2002.
The consumer-driven study, entitled " How Do People Evaluate a Web
Site's Credibility? Results from a Large Study" was part of Stanford
University Persuasive Technology Lab's investigation on what causes
people to believe — or not believe — what they find online.
The Stanford University-Consumer Web Watch study can be found here:
http://www.consumerwebwatch.org/news/report3_credibilityresearch/stanfordPTL_abstract.htm
In its abstract and discussion, they stated, "As the Web becomes a
part of people's everyday lives ... there is a growing need to help
people figure out whether a Web site is credible or not: Can I trust
the information on this site? Can I trust in the services this site
describes?"
In the study's findings, "... data showed that the average consumer
paid far more attention to the superficial aspects of a site, such as
visual cues, than to its content ... nearly half of all consumers (or
46.1%) in the study assessed the credibility of sites based in part on
the appeal of the overall visual design of a site, including layout,
typography, font size and color schemes."
In summary, it was evident one needed to fully understand what your
particular market is looking for in order to gain credibility and
effectuate sales.
The Stanford study revealed that the five most important credibility
assessments were:
- Identity,
- Advertising and Sponsorships,
- Customer Service,
- Corrections, and
- Privacy.
Even though they may not pay specific attention to those items and the
awareness was only vague - without them there was a lack of
credibility and a reluctance to purchase from those sites without it.
A glance at your site's first page (fantasysex.com) is minus most
of those features. A further look was not possible because of
requirements for entry to the rest of the site.
=============
2.) Know Your Market -
Understanding your market and what they expect is an excellent way to
lend credibility to your site and increase sales.
All Business, "The Champions of Small Business" offers many
suggestions for identifying the needs and wants of your primary and
second markets in order to understand what will turn visitors into
customers.
a.) Secondary markets -
Sources for demographics and secondary markets are information gleaned
from studies previously performed by government agencies, chambers of
commerce, trade associations and other organizations. This includes
Census Bureau information and Nielsen ratings.
Since you didn't mention your physical location, you are on your own
for identifying demographics from your Chamber of Commerce and any
relevant trade associations. However, Census Bureau information can be
gathered here:
- State and County Demographics
http://www.census.gov/datamap/www/
- Other Census 2000 Demographics and profiles
http://censtats.census.gov/pub/Profiles.shtml
The Nielsen net ratings statistics can be found here:
- Home page
http://www.nielsen-netratings.com/
- Top 25 US Properties for w/e February 23rd
http://pm.netratings.com/nnpm/owa/NRpublicreports.toppropertiesweekly
- Global Internet Usage statistics
http://www.nielsen-netratings.com/hot_off_the_net_i.jsp
b.) Primary Markets -
Again, according to All Business, "[You] can identify the expections
of your primary market by customizing tried-and-true approaches --
focus groups, surveys, field tests, interviews or observation -- and
gain information about your target market. For example, you can
investigate an issue specific to your business, get feedback about
your Web site, assess demand for a proposed service, gauge response to
various packaging options, and find out how much consumers will shell
out for a ... product."
Secondary research lays the groundwork and primary research helps fill
in the gaps. Combining the two helps you deliver a Website that will
accomplish its goals.
The All Business site's marketing information is located here:
http://www.allbusiness.com/articles/content/19671.asp
==========
3.) Additional Marketing Boosters -
In addition to the above, the Home Business Center offers an 8 step
plan on how to increase your business. Their Marketing tips are
located here:
http://www.homebusinesscenter.com/marketing.html
Notice that Step 5 addresses driving traffic to your website
- http://www.homebusinesscenter.com/step5.html
and Step 7 offers Hot, Low-Cost Advertising tips
- http://www.homebusinesscenter.com/step7.html
Please remember if you utilize the opt-in mail leads to ascertain
they're legitimate lists. Spamming is liable to get you blacklisted
across the Internet and even get your site closed down by your ISP.
================
4.) Web Design -
a.) Jakob Nielsen -
Credibility and achieving your site's goals start with smart Web
Design. Obviously, a Website for a nonprofit organization would be
designed differently, say, than a pornographic site. However, there
are basics that, if missing, will cost you customers.
There is a plethora of self-proclaimed gurus on Website design, but
among the most well-known and credited is Jakob Nielsen, who has been
writing on usability and design for many years. Nielsen's Alertbox
columns are available online at his site:
http://www.useit.com/
And his recent "Top Ten Web-Design Mistakes of 2002" will help you
eliminate any critical design flaws in your site. This column can be
found here:
- http://www.useit.com/alertbox/20021223.html
b.) Robin Williams -
Notice his references to such things as pricing (or lack of prices),
FAQs, privacy policies, and usability.
In addition, Robin Williams has an excellent article on good Web
design with references to text and background color, navigation,
links, graphics and general design. Her information is here:
- http://www.ratz.com/featuresgood.html
c.) HTML Writers' Guild -
The HTML Writers Guild offers its long-standing article on
accessibility issues, "Six Principles of Accessible Web Design: An
Introduction to the WAI Page Author Guidelines" against which you can
measure your own site's design. This is located at:
- http://www.hwg.org/resources/accessibility/sixprinciples.html
d.) Matt Brown -
Lastly, Matt Brown offers a very comprehensive article on what
constitutes good web design, which will instill a sense of credibility
and achieve your goals in his article, "Usability: The Key to Good Web
Design", which is located here:
-
http://www.macromedia.com/devnet/mx/dreamweaver/articles/dwmx_design_tips.html
Among his recommendations are:
- design for your audience
- rich and explanatory content
- useful search terms
- contact and copyright information on every page
- good navigation
- noise, movement and anything that spins
===========
Combination an understanding of your market and designing the site for
them by including those items which establish credibility will help
you boost your sales and achieve your site's goals.
===========
Search terms used (a combination of the following words)
- website success
- credibility
- marketing tips
- marketing secrets
- identifying your market
- understanding web design
- good web design
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