Wednesday, October 10, 2012

Billboards versus Literature for microISVs

Website visitors treat your sales presentation as if it were a highway billboard, and not as if it is fine literature. So says Steve Krug in his book "Don't Make Me Think - A Common Sense Approach to Web Usability."

Steve Krug reviews websites for usability. He wrote this book for people who can't afford to hire him - or people like him - to review their websites. The book is targeted at web designers, developers, marketing people, and entrepreneurs.

Few people read websites. Prospects skim web pages. If you include uninviting blocks of text, many visitors will ignore them, or lightly skim them. And they click the first thing that's close to what they're looking for

Krug defines "satisficing" as choosing the first reasonable option, versus finding the best option. There isn't a huge downside when we make a less than optimal choice. Besides, guessing is fun. And there's always a "back" button if we guess wrong.

The author believes that prospects don't need to figure out what each web page is about. They're happy to just muddle through.

If you make your web pages simple enough - simple enough that your prospects won't have to think - then they'll go where you want them to go, and hopefully buy your software.

Simple web pages can boost your sales. Steve Krug, who owns the copyright to the phrase "It's not rocket surgery," makes a convincing case for straightforward, uncomplicated web page design.

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