One web site: $10,000
A banner advertising campaign on Yahoo: $5,000
A 1-year web hosting package: $1,200
The ability to retain your web site visitors: Priceless
As the number of
web pages on the Internet approaches 1 billion, the importance of creating
a "satisfying user experience" for web users is crucial to the success
of any web site. Industry research continues to show that retaining
web site visitors may be the primary challenge in succeeding on the
Internet. A new study reported by Engage Technologies stated that 4
out of 5 visitors to the average web site never return.
As partner in Silicon
Alley based Cyber-NY, we have put the user's experience as a top priority
for all of our clients. There are a variety of ways to bring visitors
to a web site. Those who retain that traffic will prove successful in
the on-line arena. Retention plays a key role on the Internet as it
enables one-to-one relationships, repeat purchases or visits, and a
channel for feedback on your business practices. Acquisition without
retention spells long-term disaster.
One way to help
retain web site visitors on your web site is to create a satisfying
user experience. Here are some pointers that will help:
Focus on Content
Sounds like a no-brainer? Well, too many companies have put more emphasis
on marketing their site than worrying about how and what their web site
communicates. Whether it is out-dated content or poor navigation and
layout, too many web sites are failing to meet the demands of their
site visitors. If your site doesn't give the user what they want or
allow them the ability to locate what they are looking for in a timely
fashion, there are thousands of other web sites that probably do.
In short: Keep your
content relevant, up-to-date, and simple to navigate.
Most of my web surfing, at least for personal use, comes in the comfort
of my home. With a 56K modem, that unfortunately only connects at around
28.8K, I don't have patience for web sites that take over 1 minute to
download. To avoid having this problem on your web site, I would recommend
one of two ideas. First, compress the graphics. People don't want to
wait a day and a half for a 100k home page graphic to load. Second,
avoid creating text as graphics when it could simply be created in HTML.
This equates to faster download time.
In short: Compress
Don't Be Scared
Of New Technologies
Investigate new technologies and don't be scared to use them. Macromedia
and other software companies continue to release cutting edge web production
tools that help improve site navigation without hindering download time.
Cyber-NY, for example, employs a number of value-added interactive tools
utilizing Macromedia products and Java-based technologies that have
worked wonders for our clients. Through the use of these tools, we are
able to create content-rich interactive atmospheres that enhance the
user experience. Long-term, the user experience will play a large-role
in generating repeat visits.
In short: Don't
be scared of new technologies!