Advice From The Front: Clarity, Testing And Excellence
Eugene Carr, president and CEO of CultureFinder.com, an arts guide and ticketing service on the Internet and AOL, has this advice for aspiring e-entrepreneurs:
- Make sure you can answer these questions: What's the clear
and simple objective I set out for the consumer on this page? Is it
information, buying something or clicking? Do I know which button I
would like visitors to click first? If so, does my Web site design
If you don't know the answers to these questions, it's certain your audience will be confused.
- Always remember that your audience must find your e-commerce site not equal to, but better (simpler, easier and quicker) than buying in the way they're used to offline, or they won't change their habits and buy online.
- If you believe your site design works but you haven't tested it with strangers, you're fooling yourself.
Aliza Sherman is an entrepreneur and author of Cybergrrl: A Woman's Guide to the World Wide Web (Ballantine Books). She is currently working on her next book and new company.