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What We're Learning About Visitors From Websites
NextStage Evolution, July 2007, Pages: 45
This paper reports on research on visitors and their needs on websites. The research presented in this paper is longitudinal, beginning in 1998 is ongoing. Purchasers of this paper will be notified when the research is updated and new information is available.
This paper includes studies of eCommerce, eLearning, Infotainment and Personal websites spanning traditional website construction and including Web 2.0, RIA and Rich Media content. The demographics covered in this paper are male, female, ages from 15-85yo from various vocational, educational and income backgrounds in the US, Canada, western and northern Europe.
This paper discusses the problems associated with the current method of collection information about visitors’ interactions with websites. An explanation is given comparing this current method to the one we use.
The information presented in this paper is unique and pulls together research from a wide variety of disciplines. It is presented in a conversational tone which makes it easy to understand and apply to any industry relying on the internet for business.
The marketing world is rapidly changing with new market segments being created everyday. This paper is a must for all professionals wanting to understand the changing world and how to market to it. By understanding what motivates a visitor business’ can increase ROI and avoid costly mistakes and pitfalls that others fall into.
This paper explains:
-Subjective vs. Objective Experience
Why knowing the difference is important to business’ relying on the internet
Why eCommerce business’ only have 3 seconds to get and keep visitors interest and attention
-Internet Anthropology
Translating what is done in the field in a “blind” to understanding visitor interaction on a website
-Visitor Expectation vs. Satisfaction
Explaining the difference and how to capitalize on it
-Visitor Experience
How to capitalize on the “why” of the visitor experience instead of what the visitor happened to do while they were on a site
Explaining how these two items differ and how this is important to business’
-How people communicate/learn and make decisions differently and how this is translated to their browsing and buying behaviors on websites
How web pages and communication/decision styles of the visitors are mismatched and how this translates into lost revenue
How different regions of the US think differently and how marketers can use this information to drive business
-How to get visitors to do what you want on your website
Once differences are understood, how to capitalize on this
-The differences between Men and Women
The different buying and decision making styles of men and women, what drives them to purchase or not and how to utilize this difference
-The Interface as the Brand
Comparing brick&mortar shoppers to web buyers, how to draw the b&m buyers to your site
Using familiarity and ease of navigation to create loyalty in the web visitors
-What to do with all of the information gathered about your website and the visitor behaviors
How to change your website so that visitors are happy and stay loyal during the transition
The need to reduce confusion and visitor fatigue
-The “Search” box explained
How this box is misunderstood and misused by the visitor
The main points of this paper show that there is a wide gap between what websites are offering to their visitors and what visitors’ behaviors are revealing about what they what. This paper shows that men and women shop differently, that other demographic factors will influence a visitors shopping and browsing experience. This paper also explains how to narrow this gap.
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