Don’t Over-hype the Bells and Whistles
Virtual tours and site demos are among the most expensive Web design flourishes any site can create. While they may provide some value to the most Web-savvy visitors, they also can pack the most potential for lost business. Even in the age of cable modems, high bandwidth tours and online tutorials can wreak havoc on a customer experience. Sure, it may give you a high-end appearance, but what if the download freezes your customer’s computer? What if a separate pop-up box causes the customer to lose track of your homepage? Many of the more elaborate Web design elements can do more harm than good when it comes to converting online sales.
—based on research by Optimost, a New York-based
technology and services company specializing in online multivariable testing.
For more: www.optimost.com