Marketing Student Views

Perspectives by GMU Internet Marketing Students

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Satisfying your customers through web design

Blogger: Melody Akins

A Simpler Way Forward for Web Design article by Ogilvy and Mather, describes how accessing the web is now easier than ever.  Capturing what the customer actually wants in a product is becoming more difficult, so it is important to give customers exactly what they want.  According to the recent Forbes article, “5 Common Website Mistakes That Are Driving Your Customers Away”, a common website mistake is overwhelming customers instead of giving them what they need. The article stated, “Instead of packing your website with the 20 different reasons to try your product, focus on three big benefits that you can deliver”.  Based on the two articles, cutting back on unnecessary features is the key to keeping customers happy.

Jennifer Schiff, in her CIO article 13 Simple Tips for Improving Your Web Design states, “The reality is that the majority of visits for most sites begin on a page that is not the home page. Therefore, you need to design the site in such a way that whatever page a visitor lands on, key information is there”.

Design is one of the main factors for having a successful website.  Some important factors mentioned by Ogilvy and Mather, is the screen sizes for a laptop, tablet, etc, having an easy to use navigation scheme and making sure your product has an appealing appearance or feel will attract more customers.  Another thing that was mentioned in the article is that retina-level resolution, wide display and vector-based designed packages (Adobe Illustrator or Firework) should be included in a website. According to Schiff article, “HTML5 is gaining more support on the Web, with search-engine friendly text and the ability to function on many of the popular mobile operating systems without requiring a plug-in. The same can’t be said for Flash.”  Schiff states that it is important to consider not just having a vector-based design package, but which is the BEST one to choose for your website and audience. Customers are focusing their attention faster, more user-friendly packages such as HTML5.

Ogilvy and Mather also mentioned in the article how important typography is when designing a website.  This also relates to the design because having an appealing font will help make the product user-friendlier.  According to Schiff,Choose fonts that are easy to read across devices and browsers. When choosing fonts, keep in mind that people will be looking at your website not just on a laptop but on mobile devices. Some large-scaled fonts may read well on [a computer monitor], but not scale or render well on mobile, losing the desired look and feel.”  Schiff also states how important it is to use a font that is “universal” so the fonts will appeal to a large audience.  Overall, taking advantage of certain approaches and features for your website will help appeal to your customers.