Too many Web sites have too much content. It’s what I call “blah blah” syndrome.
The problem: the Web site content developers neglect to consider the key reader: the customer. Carried away by the eloquence of their words, they write"?¦.and write"?¦.and write. To the end-user´s eyes, it looks like this: "Blah blah blah. Blah blah blah." Not very pretty. And not exactly the ideal way to enhance sales.
Our Web site developers talk about the importance of a "call to action." In other words, don´t focus on coming up with fancy adjectives and flowery phrases. Instead, entice the customer to act: make that call. Click that button. And"?¦buy that product!
Here´s an example: the current http://www.triactiveamerica.com Web site requires that site visitors call or email the company in order to get a password and user name in order to get a catalog. Guess what? It´s not working! Why? Too many decisions, too much noise, and too much "blah blah blah" between the initial decision (Kate Customer decides to buy a fitness product) to the follow-up (Kate Customer does a search, sees the TriActive link, and clicks to the site) to the get-the-info stage (with the current site, she then has to contact us, get info, then enter info, then download the catalog, and THEN make the decision about whether or not to buy!).
Contrast that with the http://www.triactivekids.com site, which gives a hint of the direction that our new site will take. All those “negatives” associated with requiring password access to the catalog and a username have vanished. Why? Because we asked ourselves: "How many people do we turn off because we require the password?" Too much work for the customer means — bye, bye potential sales opportunity!
Now we are focusing on showcasing our fitness products on our site. By making our site as user-friendly and fun as our exercise equipment, it´s a win-win for the company — and the customer! Buh-bye, blah blahs"?¦