IRWD 2012: There's little forgiveness for landing page sins
22.05.12
E-retailers have one chance to make a good first impression with their landing pages, and they should not waste it by making potentially poor design choices. That was the message delivered by Tim Ash, CEO of SiteTuners, a site optimization firm, and David Gusick, director of e-commerce at Western wear retailer Boot Barn Inc., during the Internet Retailer Web Design and Usability Conference 2012 in Orlando, FL, this week.
E-retailers should avoid putting too many visual distractions on their home pages or other pages that online consumers land on, Ash said. “Visual distractions keep consumers from consuming content on your site,” he said. He pointed out a site that had 25 product images, some of them animated, filling the home page. Yet another, for an apparel retailer, had too many similar-sized images, failing to grab consumers’ interest with a single image.
Closely related is the fallacy of providing too many options on a home page. “These are sites that give you all kinds of options,” Gusick says, but fail to make clear to consumers how they can learn more about the retailer’s products.
Source: InternetRetailer.com