1 E-Business Planning Our Site. 2 Overview Making our site look professional Making our site look...

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E-BusinessE-Business

Planning Our SitePlanning Our Site

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OverviewOverview

Making our site look professionalMaking our site look professional Choosing the right contentChoosing the right content

• some important areas of pagessome important areas of pages• using colorusing color• choosing a fontchoosing a font• types of graphic filestypes of graphic files• web site creation softwareweb site creation software

CopyrightCopyright Common Web design mistakesCommon Web design mistakes

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How do we make our site an attractive and useful How do we make our site an attractive and useful one? – understanding our customers and one? – understanding our customers and discovering how to appeal to them will determine discovering how to appeal to them will determine how successful we ultimately become. how successful we ultimately become.

If we are looking for web design ideas, we can If we are looking for web design ideas, we can start by checking out the very best and busiest start by checking out the very best and busiest sites by visiting TrafficRanking.com sites by visiting TrafficRanking.com

Next, we need to determine what Next, we need to determine what wewe think looks think looks good and what website features we like; and, find good and what website features we like; and, find out how to incorporate them into our site’s out how to incorporate them into our site’s content, design and layout.content, design and layout.

Making our site look professionalMaking our site look professional

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If we are not a programmer, don ‘t know HTML, If we are not a programmer, don ‘t know HTML, Java, ASP … or aren’t a graphic artist or a talented Java, ASP … or aren’t a graphic artist or a talented writer, we can still create an impressive site by writer, we can still create an impressive site by using web-creation software or services. Many using web-creation software or services. Many commercial Web-page-design software packages commercial Web-page-design software packages require no programming to create professional-require no programming to create professional-looking Web pages, like Microsoft FrontPage and looking Web pages, like Microsoft FrontPage and Publisher.Publisher.

There are also a growing number of complete e-There are also a growing number of complete e-commerce turnkey solutions available, such as commerce turnkey solutions available, such as Yahoo stores (Yahoo small business), eBay stores Yahoo stores (Yahoo small business), eBay stores (eBay Pro stores for e-commerce), GoDaddy.com (eBay Pro stores for e-commerce), GoDaddy.com (GoDaddy’s Quick Shopping Cart). The cost of (GoDaddy’s Quick Shopping Cart). The cost of using these services is also inexpensive, typically using these services is also inexpensive, typically starting under $50 per month for a basic service.starting under $50 per month for a basic service.


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The following features would convey a The following features would convey a professional image:professional image:

• Easy to read and understandEasy to read and understand• Visually appealingVisually appealing• Simple to navigate through using any Web browserSimple to navigate through using any Web browser• Fast-loadingFast-loading• Error-free (no broken links, misspelling, inaccurate Error-free (no broken links, misspelling, inaccurate

information, etc.)information, etc.)• Loaded with information the potential customer needs Loaded with information the potential customer needs

and wantsand wants• Able to offer exactly the products or services the target Able to offer exactly the products or services the target

customer is interested incustomer is interested in• Able to offer fast and easy online ordering utilizing a Able to offer fast and easy online ordering utilizing a

shopping-cart application that’s intuitive and encourages shopping-cart application that’s intuitive and encourages customers to make purchasescustomers to make purchases


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It is also important that the site builds up the It is also important that the site builds up the visitors’ confidence, i.e. they believe they are visitors’ confidence, i.e. they believe they are dealing with a highly reputable company.dealing with a highly reputable company.

Since we will be taking orders online, we should Since we will be taking orders online, we should have an easy to understand order form, and make have an easy to understand order form, and make it clear to customers that they will be participating it clear to customers that they will be participating in secure financial transactions. in secure financial transactions.

The site also needs to answer most common The site also needs to answer most common questions the customers may have; make full use questions the customers may have; make full use of visuals to show off the products; and display the of visuals to show off the products; and display the company logo, address, e-mail, telephone number. company logo, address, e-mail, telephone number. The visitors should be able to contact us directly The visitors should be able to contact us directly with questions or comments, or to place their with questions or comments, or to place their orders using an alternative method to online order orders using an alternative method to online order processing. processing.


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Finally, if the online business will be Finally, if the online business will be targeting mass-market customers on the targeting mass-market customers on the Web, the design of the site should allow Web, the design of the site should allow most visitors to view it without having to most visitors to view it without having to adjust their display resolution or download adjust their display resolution or download additional plug-ins for their browser. additional plug-ins for their browser.


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What we say, how we say it, and the graphic What we say, how we say it, and the graphic images we use will play a major role in the images we use will play a major role in the success or failure or our site.success or failure or our site.

SomeSome of the of the important areas of pagesimportant areas of pages of any of any online business (e-commerce) site include the online business (e-commerce) site include the following:following:• Home PageHome Page – when someone enters our URL, they are – when someone enters our URL, they are

taken to our home page. The home page should list our taken to our home page. The home page should list our company’s name, display our logo, and inform visitors of company’s name, display our logo, and inform visitors of type of content is offered to the site.type of content is offered to the site.

• Company information / backgroundCompany information / background – before people – before people place an order with our company, they will probably place an order with our company, they will probably want to know something about the company. We can want to know something about the company. We can use this page to tell people about our company’s use this page to tell people about our company’s background and boost their confidence in our products. background and boost their confidence in our products.

Choosing the right contentChoosing the right content

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• Display known third-party logosDisplay known third-party logos – to help boost our – to help boost our credibility among first-time visitors, a good strategy is to credibility among first-time visitors, a good strategy is to display logos of third-party companies we are affiliated display logos of third-party companies we are affiliated with. For example, displaying the Verisign or Hacker with. For example, displaying the Verisign or Hacker Safe logo promotes the fact that the website uses the Safe logo promotes the fact that the website uses the latest security features for processing credit-card latest security features for processing credit-card transactions, the BBBonline logo demonstrates we meet transactions, the BBBonline logo demonstrates we meet or exceed the business guidelines established by the or exceed the business guidelines established by the Better Business Bureau, displaying the Visa, Mastercard, Better Business Bureau, displaying the Visa, Mastercard, American Express, PayPal logos can also help.American Express, PayPal logos can also help.

• Product description / catalog pagesProduct description / catalog pages – it is a good – it is a good strategy to offer a product photo and technical strategy to offer a product photo and technical specifications, just as we would if we were creating a specifications, just as we would if we were creating a mail-order catalog or full-color sales brochure for the mail-order catalog or full-color sales brochure for the product. product.

• News, sales, specialsNews, sales, specials – here we can show company or – here we can show company or industry-oriented news, details about new or industry-oriented news, details about new or forthcoming products, special sales, etc.forthcoming products, special sales, etc.


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• Answers to frequently asked questions (FAQ) / technical Answers to frequently asked questions (FAQ) / technical supportsupport – whether customer are shopping in a retail – whether customer are shopping in a retail store or online, they will often have questions about the store or online, they will often have questions about the products offered, even with detail descriptions provided. products offered, even with detail descriptions provided. The customers should be able to send an e-mail, call a The customers should be able to send an e-mail, call a toll-free number or send the company a letter via mail toll-free number or send the company a letter via mail with any questions.with any questions.

• Customer ratings / testimonialsCustomer ratings / testimonials – if we have a handful of – if we have a handful of highly satisfied customers who have written us e-mails, highly satisfied customers who have written us e-mails, we may show those online. we may show those online.

• Online ordering / shopping cartOnline ordering / shopping cart – we need to design an – we need to design an order form which is comprehensive, informative and order form which is comprehensive, informative and easy to understand. The order form will collect easy to understand. The order form will collect information such as billing and shipping addresses, e-information such as billing and shipping addresses, e-mail, products user wants to order, quantities, sizes, etc. mail, products user wants to order, quantities, sizes, etc. It may also need to be able to automatically calculate It may also need to be able to automatically calculate some fields such as order subtotal, sales tax, and some fields such as order subtotal, sales tax, and shipping charges. shipping charges.


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Finally, the order form also needs to show what forms of Finally, the order form also needs to show what forms of payment we accept, such as checks, money orders, payment we accept, such as checks, money orders, PayPal or credit cards. We must convince the customer PayPal or credit cards. We must convince the customer that he or she is participating in a secure online that he or she is participating in a secure online transaction before they will provide confidential credit-transaction before they will provide confidential credit-card information. The shopping-cart feature should allow card information. The shopping-cart feature should allow visitors to easily gather items to purchase, continue visitors to easily gather items to purchase, continue shopping and then place an order for all the items shopping and then place an order for all the items collected.collected.

• Order-response screen / e-mailOrder-response screen / e-mail – after someone places – after someone places an order, they should see an acknowledgment screen. In an order, they should see an acknowledgment screen. In addition, it is an excellent customer-relations strategy to addition, it is an excellent customer-relations strategy to send the customer an e-mail with the same information send the customer an e-mail with the same information or a tracking number as it becomes available. or a tracking number as it becomes available.


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Once we have determined the information about our Once we have determined the information about our company and products which we want to convey, company and products which we want to convey, planning our website’s design involves a creative planning our website’s design involves a creative process. process.

Using colorUsing color – Mac and Windows Web browsers have – Mac and Windows Web browsers have different sets of 256-color pallets that can be different sets of 256-color pallets that can be displayed. If we use a color which isn’t part of the displayed. If we use a color which isn’t part of the palette on our visitor’s browser, the browse has to palette on our visitor’s browser, the browse has to “dither”, attempting to match the color as closely as “dither”, attempting to match the color as closely as possible to what it can display. This can result in a possible to what it can display. This can result in a grainy appearance and detract from the original grainy appearance and detract from the original design of the site. In order to choose colors from design of the site. In order to choose colors from among the 216 colors which are common to all Web among the 216 colors which are common to all Web browsers, we can visit Netstrider tutorial page (browsers, we can visit Netstrider tutorial page (http://http://www.netstrider.com/tutorials/HTMLRef/colorwww.netstrider.com/tutorials/HTMLRef/color))


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Choosing a fontChoosing a font – fonts play an important role in the – fonts play an important role in the overall look of our site. We want to avoid mixing too overall look of our site. We want to avoid mixing too many type sizes and using too much bold, italics, or many type sizes and using too much bold, italics, or underlining. On the Web, underlined text usually underlining. On the Web, underlined text usually signifies a hyperlink. If otherwise normal text is signifies a hyperlink. If otherwise normal text is underlined, a Web surfer would expect to be able to underlined, a Web surfer would expect to be able to click on that text. Many types of fonts exists (to see click on that text. Many types of fonts exists (to see examples we may visit examples we may visit http://store.yahoo.com/vw/fonsam.html) Times Roman, http://store.yahoo.com/vw/fonsam.html) Times Roman, Veranda, Courier, and Arial are common fonts Veranda, Courier, and Arial are common fonts supported by all Web browsers. However, if we choose supported by all Web browsers. However, if we choose to use a more exotic font, it may happen that it is not to use a more exotic font, it may happen that it is not supported by the popular browsers. In that case, the supported by the popular browsers. In that case, the browser will automatically convert it into a more browser will automatically convert it into a more familiar font, so that it can display it. Such conversion familiar font, so that it can display it. Such conversion could dramatically change the look of our site.could dramatically change the look of our site.


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Types of graphic filesTypes of graphic files – graphic files, such as a – graphic files, such as a company logo, product photos, website background, company logo, product photos, website background, small animations, navigation buttons, menu bars, small animations, navigation buttons, menu bars, etc. , can be created in several popular and well-etc. , can be created in several popular and well-supported formats for use on a Web page. In a supported formats for use on a Web page. In a nutshell, nutshell, • GIFGIF images are excellent for displaying small graphics files, images are excellent for displaying small graphics files,

such as logos or pieces of line art such as logos or pieces of line art • whereas whereas JPEGJPEG images are better suited for displaying images are better suited for displaying

photographs and other types of highly detailed images photographs and other types of highly detailed images • TIFFTIFF files are typically large in a size, but display files are typically large in a size, but display

photographs with the most detail (commonly used in faxing, photographs with the most detail (commonly used in faxing, 3-D applications, and medical imaging). 3-D applications, and medical imaging).

• GIF and JPEG are small in size because they are image GIF and JPEG are small in size because they are image compression formats. For example, JPEG may reduce the compression formats. For example, JPEG may reduce the actual image size with more than 93%. Clearly, we want our actual image size with more than 93%. Clearly, we want our images to be as small as possible for fast loading. images to be as small as possible for fast loading.


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If we want to ensure that our site will look original, If we want to ensure that our site will look original, we can consider using a we can consider using a graphics programgraphics program for for developing some of our own artwork. The more developing some of our own artwork. The more popular ones are listed below, and there are free popular ones are listed below, and there are free downloadable trial versions available on each downloadable trial versions available on each company’s website:company’s website:

• Adobe Adobe PhotoShopPhotoShop - - http://www.adobe.com/products/photoshop/main.htmlhttp://www.adobe.com/products/photoshop/main.html

• CorelDRAWCorelDRAW Graphics Suite - Graphics Suite - http://www.corel.com/servlet/Satellite?pagename=Corel3/Prohttp://www.corel.com/servlet/Satellite?pagename=Corel3/Products/Display&pfid=1047024307335&pid=1047025934319ducts/Display&pfid=1047024307335&pid=1047025934319

• MacromediaMacromedia Studio MX with Studio MX with FlashFlash Pro - Pro - http://www.macromedia.com/software/studio/http://www.macromedia.com/software/studio/

• Xara Webstyle 4 - http://www.xara.com/products/webstyle/ Xara Webstyle 4 - http://www.xara.com/products/webstyle/


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Using a Using a website-creation softwarewebsite-creation software or a or a turnkey e-turnkey e-commerce solutioncommerce solution – in order to develop the e- – in order to develop the e-commerce site we have several options:commerce site we have several options:• We can custom We can custom program the site from scratchprogram the site from scratch, using HTML, , using HTML,

Java, ASP, etc. This is one of the more complex ways of Java, ASP, etc. This is one of the more complex ways of getting the business online, especially if we are not a getting the business online, especially if we are not a professional programmer with a strong understanding of the professional programmer with a strong understanding of the latest website-development tools. latest website-development tools.

• Another option is Another option is hiring a programmerhiring a programmer, graphics designer, , graphics designer, writer, etc. writer, etc.

• Finally, we can Finally, we can utilize a website-creation softwareutilize a website-creation software such as such as Microsoft FrontPage. In that case, and optional add-on Microsoft FrontPage. In that case, and optional add-on module will be needed for the shopping cart application. For module will be needed for the shopping cart application. For example, JustAddCommerce from Rich Media Technologies example, JustAddCommerce from Rich Media Technologies can be used (http://www.richmediatech.com/jacmain.html)can be used (http://www.richmediatech.com/jacmain.html)

• Or a Or a “turnkey” solution“turnkey” solution – designed for small-business – designed for small-business operators who want to get online quickly and who have little operators who want to get online quickly and who have little or no programming knowledge or experience.or no programming knowledge or experience.


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By using a series of predefined templates, users of the By using a series of predefined templates, users of the turnkey software can design and launch a website, literally in turnkey software can design and launch a website, literally in a few hours. a few hours.

The software includes templates (created by professional The software includes templates (created by professional developers and artists), fonts, color schemes, and graphics developers and artists), fonts, color schemes, and graphics to choose from. to choose from.

For an additional fee, the turnkey solutions provide services For an additional fee, the turnkey solutions provide services which can assist with obtaining the desired domain name which can assist with obtaining the desired domain name (URL), hosting the web site, help promote the business, (URL), hosting the web site, help promote the business, obtain a merchant account (to accept credit cards), and obtain a merchant account (to accept credit cards), and other services to help the business become successful.other services to help the business become successful.

The more popular ones are: The more popular ones are: Yahoo stores (Yahoo small business) - Yahoo stores (Yahoo small business) -

http://smallbusiness.yahoo.com/ http://smallbusiness.yahoo.com/ eBay stores (eBay Pro stores for e-commerce) - eBay stores (eBay Pro stores for e-commerce) -

http://www.prostores.com/ http://www.prostores.com/ GoDaddy.com (GoDaddy’s Quick Shopping Cart) – GoDaddy.com (GoDaddy’s Quick Shopping Cart) –

http://www.godaddy.com http://www.godaddy.com


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As we begin planning and creating our website, we As we begin planning and creating our website, we may be tempted to “borrow” artwork, text, graphics, may be tempted to “borrow” artwork, text, graphics, audio clips, animation sequences, or other materials audio clips, animation sequences, or other materials we see on the web. we see on the web.

Hundreds of sites offer royalty-free, public-domain Hundreds of sites offer royalty-free, public-domain web page content we are free to view and copy or web page content we are free to view and copy or use on our own pages. use on our own pages.

However, if an type of content we want to use However, if an type of content we want to use copyrighted or trademarked by another individual or copyrighted or trademarked by another individual or organization, we are supposed to obtain permission organization, we are supposed to obtain permission from them to use that content before adding it to our from them to use that content before adding it to our site. (unless the content specifically states that it is site. (unless the content specifically states that it is available royalty free and copyright free)available royalty free and copyright free)

CopyrightCopyright is a is a form of protectionform of protection provided by the provided by the laws of the United States laws of the United States to the authorsto the authors of “original of “original work of authorship”. work of authorship”.

CopyrightCopyright

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It is illegal for anyone to violate any of the rights It is illegal for anyone to violate any of the rights provided by the copyright code to the owner of the provided by the copyright code to the owner of the copyright. copyright.

Copyrightable works include the following:Copyrightable works include the following:• Literary worksLiterary works• Musical works, including any accompanying wordsMusical works, including any accompanying words• Dramatic works, including any accompanying musicDramatic works, including any accompanying music• Pantomimes and choreographic worksPantomimes and choreographic works• Pictorial, graphic, and sculptural worksPictorial, graphic, and sculptural works• Motion pictures and other audiovisual worksMotion pictures and other audiovisual works• Sound recordingsSound recordings• Architectural workArchitectural work

For example, computer programs and most compiled For example, computer programs and most compiled code can be registered as “literary works”; maps and code can be registered as “literary works”; maps and architectural plans can be registered as “pictorial, architectural plans can be registered as “pictorial, graphic, and sculptural works”. graphic, and sculptural works”.

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To register a work, we would send the following three To register a work, we would send the following three elements in the same envelope or package to: elements in the same envelope or package to:

Library of CongressLibrary of Congress

Copyright OfficeCopyright Office

Register of CopyrightsRegister of Copyrights

101 Independence Ave. S.E.101 Independence Ave. S.E.

Washington, DC 20559-6000Washington, DC 20559-6000

A completed application formA completed application form A filing fee of $30 for each applicationA filing fee of $30 for each application A non-returnable deposit of the work being registeredA non-returnable deposit of the work being registered

CopyrightCopyright

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There are certain common mistakes Web designers There are certain common mistakes Web designers make when creating a site to be used for e-make when creating a site to be used for e-commerce or to generate business. They include:commerce or to generate business. They include:

• Poor spelling, grammar, or punctuationPoor spelling, grammar, or punctuation – we need to – we need to proofread all the text on our site. There should be absolutely proofread all the text on our site. There should be absolutely no editing mistakes.no editing mistakes.

• Excessive file sizeExcessive file size - when choosing images for our site, we - when choosing images for our site, we need to make sure the size of the electronic image isn’t too need to make sure the size of the electronic image isn’t too large. Otherwise it will take too long to load, and many web large. Otherwise it will take too long to load, and many web surfers have no patience. As a general rule we have about surfers have no patience. As a general rule we have about 10 seconds to capture a surfer’s attention when they visit 10 seconds to capture a surfer’s attention when they visit our site. our site.

• Poor photo qualityPoor photo quality - if we will be using photographs, we need - if we will be using photographs, we need to make sure they appear crystal-clear and in focus. The to make sure they appear crystal-clear and in focus. The quality of our photos will play a major role in building quality of our photos will play a major role in building customer confidence. The overall professional image of our customer confidence. The overall professional image of our site is at stake.site is at stake.

Common Web design mistakesCommon Web design mistakes

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• IncompatibilityIncompatibility - when choosing colors of backgrounds, text, - when choosing colors of backgrounds, text, and even graphic images, we need to maintain continuity and even graphic images, we need to maintain continuity throughout the site. From a graphic-design standpoint, the throughout the site. From a graphic-design standpoint, the overall color scheme we choose should be friendly, and easy overall color scheme we choose should be friendly, and easy on the eyes, and shouldn’t clash.on the eyes, and shouldn’t clash.

• FramesFrames – we should avoid using frames. They are typically – we should avoid using frames. They are typically used so that visitors can view several windows of information used so that visitors can view several windows of information simultaneously. However, this often makes a site confusing simultaneously. However, this often makes a site confusing to look at and to navigate.to look at and to navigate.

• Excessive ScrollExcessive Scroll - as we plan each page on the site we - as we plan each page on the site we shouldn’t make the visitor scroll too much. We need to keep shouldn’t make the visitor scroll too much. We need to keep the information on each page short and to the point, and the information on each page short and to the point, and then provide a “Next” icon if the user wishes to view another then provide a “Next” icon if the user wishes to view another screen’s worth of information.screen’s worth of information.


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• Poor directionsPoor directions – Although our intent was to get visitors to – Although our intent was to get visitors to visit our main/home page and then navigate through the site visit our main/home page and then navigate through the site from there, this doesn’t always happen. Some search from there, this doesn’t always happen. Some search engines will send users directly to the page of a site which engines will send users directly to the page of a site which contains the keyword or search phrase the user was looking contains the keyword or search phrase the user was looking for. As a result, they might find themselves visiting a sub-for. As a result, they might find themselves visiting a sub-page of our site and not know where they are. To page of our site and not know where they are. To compensate for this, every page of the site should contain compensate for this, every page of the site should contain our company name and logo, a navigation bar or buttons, our company name and logo, a navigation bar or buttons, and an easy way for the visitor to return to our home page. and an easy way for the visitor to return to our home page.

• Hidden navigation iconsHidden navigation icons – we need to place navigation icons – we need to place navigation icons near the top of every page, so that visitors don’t have to near the top of every page, so that visitors don’t have to scroll to the bottom of a page if they want to proceed further scroll to the bottom of a page if they want to proceed further or to determine where they should go next. or to determine where they should go next.


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• Poor targetingPoor targeting – We need to make sure all of the content of the – We need to make sure all of the content of the site is directed to the target audience. If we don’t understand site is directed to the target audience. If we don’t understand who our target customers are, what their needs are, and what who our target customers are, what their needs are, and what they are looking for, we have little hope of providing a product they are looking for, we have little hope of providing a product that addresses their needs. that addresses their needs.

• Too much informationToo much information – unlike print materials and radio or – unlike print materials and radio or television advertising, the Web I interactive. Instead of television advertising, the Web I interactive. Instead of inundating the viewer with tons of information on one page, we inundating the viewer with tons of information on one page, we can spread it out, i.e. go from the general to the specific, can spread it out, i.e. go from the general to the specific, allowing users to click on hyperlinks for additional information allowing users to click on hyperlinks for additional information on specific topic if they are interested. on specific topic if they are interested.

• Sensory overloadSensory overload – many websites add tons of “bells and – many websites add tons of “bells and whistles” , such as flashy graphics, audio, animation, video, too whistles” , such as flashy graphics, audio, animation, video, too man fonts and typestyles, busy backgrounds, etc. just to get man fonts and typestyles, busy backgrounds, etc. just to get the visitor’s attention. This may be an “overkill”. Instead we the visitor’s attention. This may be an “overkill”. Instead we could focus on the facts we want to convey to the visitor, and could focus on the facts we want to convey to the visitor, and use only those web technologies and features, whichuse only those web technologies and features, which


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will help us get our most important points across. For example, will help us get our most important points across. For example, rather than several pages of text, perhaps a single color rather than several pages of text, perhaps a single color photograph will convey an important point. photograph will convey an important point.

• Shifting stylesShifting styles – once we choose a color scheme, background, – once we choose a color scheme, background, and font group, it is important to stick to it in order to maintain and font group, it is important to stick to it in order to maintain visual continuity. Otherwise, our site may appear confusing as visual continuity. Otherwise, our site may appear confusing as each page has a different look, layout or design. each page has a different look, layout or design.

• Being pushyBeing pushy – we may not force visitors to register or provide – we may not force visitors to register or provide personal information about themselves until they are ready to personal information about themselves until they are ready to place an order. If we intend to offer a free newsletter or access place an order. If we intend to offer a free newsletter or access to a blog, we may encourage users to register in order to to a blog, we may encourage users to register in order to receive that free information, but force them to register simply receive that free information, but force them to register simply to build our mailing list. If we ask users to register, we should to build our mailing list. If we ask users to register, we should give them something of value in return, such as a discount or give them something of value in return, such as a discount or some other incentive, for sharing their personal contact some other incentive, for sharing their personal contact information. information.


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