Posts Tagged advrertising

By Tom Polanski, EVP, eBrand Media and eBrand Interactive

Clarity will always be valued over persuasion by savvy internet users.  We’ve all become cynical over the years. Much of it is due to constant marketing pressures.  Yet so many companies and marketers still insult us with “dog and pony shows” and obfuscation. If a company wants to keep customers then it must be clear every step of the way. Relationship management, which to a large degree the management of expectations is of paramount importance.  And as we know it’s easier and more profitable to keep a customer than it is to keep looking for new ones.

One way for e-merchants to do this is to make sure that they do everything possible to allay the anxieties of the shopper. In our experience the top two reasons for abandoning the shopping process are:

1. Lack of confidence in the site.
2. Surprises.
3. Perceived potential difficulties in navigating the site. 

PEW studies show that the average end user will begin to make judgments about the aesthetics and “goodness” of a site within one (1) second. Therefore, our studies show that it’s critical to have credibility enhancing symbols above the fold on the left where the eyes naturally fall first. In addition, a hygienic, orderly and easy to navigate site will increase end-user stickiness. The last thing a shopper wants to be subjected to are unnecessary actions and confusion while trying to find products. Bring form and function together to create an online store—an environment, if you will— that is positive, easy to navigate, pleasant to be in and conducive to frequent and extended visits. 

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