Recently interacted with some start-ups and analyzed their
websites (on request) for performance. Unfortunately most of them were missing
the punch needed to create the initial momentum. Though they have been able to
generate traffic because of their social media activities, conversion was
abysmal.
For larger benefits, here are six important points to watch
very carefully while creating web site for a start up (or for that matter any
business)
1. Identity/Logo
It is not just about name of your venture
written in fancy fonts and colours, but a true reflection of your idea.
Moreover it projects how serious you are about your venture. Go for a
professional designer even if it means a few extra bucks.
2. Typography
There are thousands of font designers
working hard to create new fonts and that is for a reason - to create an impact
on human mind in different demographics, cultures, environments and buying
needs. Typography has a profound impact on human psychology and significantly affect
conversion ratio of a website.
3. Layout
When you land any website from search engine, sometimes
you close it in a plain five seconds, while sometimes you explore and spend 30 -60
minutes. Why? Your mind assimilates many subtle data from the layout and stick
to the one that is most ‘comfortable’. You may not be aware but your mind
calculates where it needs to spend more ATP (source of energy in body) and
categorically avoid it. Have a great a layout which goes well with human brain
mechanism.
4. Contents
Achilles heels for most start-ups with limited
resources. Text, images, sound and video – quality content development is a
must. In most cases, smart amalgamation of different types is required. For a start
up, 30 seconds video or a sound clip with rotating images can do wonder instead
of 1000 words paragraphs to attract search engines.
Best strategy – look authentic and develop contents for
communication, not for filling up the web pages.
(As a matter of fact, quality content is always at centre of
any online business and requires very careful planning and alignment with overall
communication and social strategy.)
5. Technical
Be
contemporary. Be effective. A homepage with large image will take too long to
load and dilute the user experience. Similarly, use of Flash where JQuery can
work is like eating visitor’s bandwidth like a wild elephant. Avoid such
technology pitfalls. Use proper web optimization technologies to give the quickest
and most efficient user experience.
6. Analytics
It is 100% feedback mechanism. You friends
(real or social media) may feel awkward giving you honest feedback about your website
but analytics never. Google Analytics available free for everyone is a must-have
for start ups. Carefully study and analyse reports especially sources of visits,
time spent on different pages, page flow/funnel and exit pages. This will give
you an overall idea where you need to improve. For example, many visitors leaving
your site from the page where you reveal pricing may mean they are perceiving it
to be higher (remember it is only perception and you can break it).
And don’t’ stop at Analytics. Follow a smart optimization regime
to weed out shortfalls – technical or otherwise.
Entrepreneurs change
worlds and their dreams are invaluable. Don’t let it meet the dead end just to
save a few bucks.
Have an impressive web presence. Have a great business!!
