Distracting Users From Your Main Goal

eWeek’s December 6 issue has a great commentary by Technology Editor Peter Coffee on the frustrating growth in adding entertainment to websites. The summary: “Don’t waste your visitors time!”

We’ve found that most business executive users learned to ignore and skip flash introductions a long time ago. Flashing banners, spinning icons, and scrolling text boxes were universally rejected in user testing we performed for a large B2B client. Yet, most marketing teams defer to their design teams to make the site exciting.

This misses a key objective… Understand why a user visits and give them what they want quickly. (See our post on Personas for additional creative ideas on how to stay on track.) If your objective is to get buyers to utilize your online offerings, whether they are consumers or the elusive Business Decision Maker (BDM), you must deliver the key benefits early and often. Don’t waste their time….

Here is the article: Don’t Entertain Me

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