Pt. 2 – The Purpose
Thinking about your website as a shop window may give you a clearer idea of what it should include, how it should look and what it is actually there for. Understanding some of the tried and tested concepts behind shop window design can help us think about how to make ourselves visually appealing. Just like a shop window, your website has mere seconds to attract attention as customers wander past en route to making their final purchase. Designing a good website, like fitting a shop window requires understanding the purpose of having it in the first place. The obvious answer is ‘to make more sales’ but most websites homepages, like shop windows, don’t make the sales themselves. They have a higher level function that we will now explore. The purpose of an online shop window
1) Grab attention
In the few seconds you have to keep your potential customer on the page, you need to make a statement. This can be delivered graphically, textually or audibly but it needs to exist in some form.
If you were looking for a new saucepan and you saw a shop on the other side of the street whose signage read ‘pots and pans’ you would probably cross the busy road to take a look. Now if you got there and all that was in the window were ladles, knives, cutlery and other cooking utensils, but no pans (they are upstairs perhaps), you might walk on, possibly a little disgruntled at being misled by the sign!
3) Provide a clear message
Without clarity browsers will be put off, too many words, too many boxes, too many products may just be too much for the flighty, fickle consumer looking for an easy route to buy. With Google’s new pageview where the searcher actually sees a condensed picture of your webpage making clarity even more fundamental. Imagine walking passed a cluttered, jumbled storefront – would you be keen to stop and look inside?
4) Create a desire to see/find out more
Now you are looking in the window, you see something that piques your interest and you want to know more – it is essential that everything you need to know is not right there so that you have seen just the right amount to make you want to walk through the shop door. Now we understand what the purpose of our electronic shop window is, we are being able to construct it to fulfil its purpose. Read Part III of the series to find out about evoking emotion in the viewer when they click onto your home page. Sign up on the right to be sure you don’t miss it.
If there is anything I can do to help you discover your websites raison d’etre feel free to give me a call. 0844 870 9597