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Ecommerce Information |
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Get Out of The Way
Get out of the way and make it easy for your visitors to find what they want. Recently I completed a report for a site that was the most 'peaceful' and among the most 'useful' I had seen in a long time. That is to say, the visual and promotional 'noise' on the pages was at a minimum. Take a look for yourself here: www.businessobjects.com/devzone As you can see, the headings are all the same size and weight, there are very few images and the background color remains consistent. I'm not suggesting that every site should be without color, images and big headings. But what this site showed me is that when you take out all those heavy visual and promotional elements, you make the content much easier to scan. Your eyes are not being dragged from one place to another. The design isn't attempting to say, "Look at this area first! Look at me first!" There is no visual shouting, as it were. The result? It's a calm place. Your eyes are free to roam without undue influence from the design. You can quickly scan the headings to find the content that is most relevant to your task. In addition, the text of the headings themselves is not shouting. There is no 'copywriting' here. The headings simply describe the content. So now neither design nor text is trying to make you go to one place first. You are left free to decide for yourself, without having to fight your way through promotional clutter and noise. And that's the key here: the absence of promotion. The company, Business Objects, is not using this site to push, promote or emphasize any one of more of its products or services in particular. They are simply providing information and allowing visitors to find what they want, as quickly and as simply as possible. This is the benefit of 'getting out of the way'. On most sites, our promotional interests get in the way too much. We shout and scream in an attempt to get visitors to spend their time looking at what WE want them to focus on. The problem here is that we may not always be very good at anticipating what THEY want to find. And our breathless attempts to get them to look in one direction makes it harder for them to find what THEY are looking for. This is where this site really shines. The company, designers and writers have moved out of the way. They have created an interface and written copy that is essentially 'sales-neutral'. It's a bold move. But as a result, their visitors are spared the noise of so many other sites, and are given a layout, headings and links that make it simple to find what is most important to THEM. Nick Usborne is a copywriter, author, speaker and advocat of good writing. You can access all his archived newsletter articles on copywriting and writing for the web at his Excess Voice site. You'll find more articles and resources on how to make money as a freelance writer at his Freelance Writing Success site.
MORE RESOURCES: Walmart cutting 1,027 jobs at Fort Worth e-commerce facility The Dallas Morning News 3 Top E-Commerce Stocks to Buy Right Now The Motley Fool Walmart laying off hundreds of U.S. workers at five e-commerce fulfillment centers: Reuters Supermarket News JD.com shares jump after Chinese tech giant proposes to spin off, list units South China Morning Post Accelerate Growth with Walmart Marketplace Practical Ecommerce The Future of Ecommerce: How a Product Becomes a Purchase Andreessen Horowitz 12 New Ecommerce Books for Spring 2023 Practical Ecommerce eCommerce Fraud Protection: Are you secure? Security Boulevard Top 15 US Ecommerce Companies Forecast Insider Intelligence The innovation-sparking ecommerce data most distributors ignore Digital Commerce 360 Quick Commerce Grew The Most In 2022; Ahead Of Ecommerce ... BW Businessworld Ecommerce Product Releases: March 15, 2023 Practical Ecommerce BuyBuyCart – Tech Ecommerce Startup that caters to B2C and B2B ... Ahmedabad Mirror Ecommerce upstarts navigate pandemic shopping reset Financial Times Ecommerce and Digital Marketing Specialist Merck KGaA Walmart e-commerce fulfillment layoffs top 600 Supply Chain Dive US Ecommerce by Category Forecast 2023 Insider Intelligence Square Ecommerce Moves Upmarket Amid Economic Uncertainty Business Insider The rise of ecommerce in the coffee industry Perfect Daily Grind Facebook's Advantage+ shopping campaigns: Are they worth the ... Search Engine Land Ecommerce Entertainment Equals Engagement Multichannel Merchant Southeast Asia Retail Ecommerce Forecast 2023 Insider Intelligence 2023 B2B Ecommerce Market Trends Report—Part 1 Digital Commerce 360 Data: The Essential Ingredient For Ecommerce Leaders To Lead, But Too Much Of It Hinders Growth Forbes Start an E-Commerce Side Hustle on a Budget Entrepreneur Costco ecommerce sales drop despite total sales increase Digital Commerce 360 How will DTC change the landscape of ecommerce growth over the ... Supply Chain Dive Daily Research News Online no. 34829 - Funds for eCommerce ... Daily Research News Online Ecommerce businesses are hiring — and with high salaries Digital Commerce 360 Google Shopping Hacks To Upgrade Your Ecommerce Strategy Search Engine Journal Ecommerce SEO Trends and Insights for 2023 Entrepreneur Perspective: Why Online Payments Are The Next Big Thing In Ecommerce Innovation | Crowdfund Insider Crowdfund Insider Ecommerce return rates rose in retail's longest holiday season yet Insider Intelligence 2023 Consumer Trends Impacting eCommerce Profitability Supermarket News Behind Paramount’s Ecommerce Push: A Chat With Consumer Products Chief Pam Kaufman Hollywood Reporter Ecommerce, food-delivery firms face new trouble as government eyes related party services ban The Economic Times Apple Pay Later Could Upend BNPL Space Practical Ecommerce Silicon Valley Bank’s collapse hit the ecommerce world. See a list of impacted companies. Digital Commerce 360 E-commerce negotiators advance work, discuss development and ... WTO Latest News Romanian startup Videowise raises USD 3 mln to further develop its eCommerce video platform Romania-Insider.com Vehicle Subscriptions Gaining Traction Practical Ecommerce Journey Hospitality extends hotel ecommerce... Travolution T-shirt Seller on Licensing, Drop-shipping, More Practical Ecommerce Slowdown in E-Commerce Hitting Logistics Companies' Payrolls ... The Wall Street Journal HUL, ABFRL named ‘digital disruptors’ in top e-commerce categories like grocery, fashion Business Today Seed Funds for eCommerce Returns Data Firm Two Boxes - Daily ... Daily Research News Online FTP aims to spur e-commerce exports with series of measures Economic Times |
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