“Most companies would do more business on the Internet if they fired their entire marketing department and replaced it with people who could produce interactive content that actually made it easier for users to buy.” Jakob Nielsen, Nielsen Norman Group
Red Herring (01/00) 75% of online shoppers don’t complete their purchase!
Nielsen/Designing Web Usability All Web projects are customer-interface projects! Simplicity rules! Make it easy for customers to perform useful tasks! Less “cool,” more useful! Speed rules!
Nielsen/ Continued Must work … on a small screen! Must work … w/o graphics loading! “Scannability” rules! [Users pick out key words.] Navigation page: No scrolling! Remember: 25% to 50% “successful use”
T.T.D.: Message! SIMPLICITY!
READ JAKOB NIELSEN’S BOOK! Hold your site to the Exacting Nielsen Standard! [Be ruthless … on yourself.]
T.T.D./Read This! Jakob Nielsen Designing Web Usability: The Practice of Simplicity* *www.useit.com
“The Net hasn’t lived up to its hype. It’s a distant, cold, alien, threatening world called ‘cyberspace.’ The challenge is to make the Net into something intimate, warm, friendly, useful, personal.” Carly Fiorina, CEO, HP @ Comdex ’99
T.T.D.: Message! Friendliness!
Is our Site – including B2B sites – “a place called home”?
“Even if executives of established businesses grasp the impact of new technologies … they still face a massive competitive disadvantage precisely because they are incumbents. … They do complex financial calculations and get bogged down in internal political debates. Insurgents have no such inhibitions.” Philip Evans & Thomas Wurster, Blown to Bits
The Way “They” Talk! “I have this chance for … changing the world.” Marco Boerries, Sun, re StarOffice (Business 2.0, 2-00)
“Where does the Internet rank in priority? It’s No. 1, 2, 3, and 4.” Jack Welch
Change … Or Die! “Most of the brick and mortars look at the Internet as an add-on business … until they get a major scare. Then they either change or die. … You have to put all your heart and soul in that direction, the way Charles Schwab and Dell did.” Flip Filipowski, divine interVentures (Red Herring)
There are 2 Kinds of … Defense* vs. Offense** *Fend off upstarts. **Reinvent our marketspace!
T.T.D. Most important Y2K question: Are you & yours “dealing with” the Web … or “embracing it” as “central to our being”?
Context: “No” to “inevitable commoditization” S1: Lead the Customer! S2: Master E-Commerce! S3: Women Rule! (and the elderly) S4: Design Rules! (too) S5: It’s the Experience! Bottom Line: Glorious Age of the BRAND!
Brand Outside Strategy 3: Women Rule!
????????? Home Furnishings … 94% Vacations … 92% Houses … 91% Bank Account … 89% Health Care … 75% Etc.
48% working wives > 50% 80% checks 61% bills 53% stock (mutual fund boom) 43% > $500K 95% financial decisions/ 29% single handed
Women … 49% of Web users; 6 of 10 new users; 83% of wired women are primary decision makers for family healthcare, finances, education. Source: Business Week (11-99)
$3.3T + $1.5T = $4.8T* * Larger than Japan!
Most Under-reported story! 9M*/20M+/$4T [> Germany] * 400K in ’72; 132% since ’92; source: NFWBO, Cognetics
New golfers … 37% Basketball … 13.5M 1 in 27 (’70) … 1 in 3 (’96)
FemaleThink/ Popcorn “Men and women don’t think the same way, don’t communicate the same way, don’t buy for the same reasons. “He simply wants the transaction to take place. She’s interested in creating a relationship. Every place women go, they make connections.”
“Men seem like loose cannons. Men always move faster through a store’s aisles. Men spend less time looking. They usually don’t like asking where things are. You’ll see a man move impatiently through a store to the section he wants, pick something up, and then, almost abruptly he’s ready to buy. … For a man, ignoring the price tag is almost a sign of virility.” Paco Underhill, Why We Buy* [*Buy this book!]
Women and Financial Advisors Women want … a plan, to be listened to, to be taken seriously, to read about it, to think about it. Women do not want … an in-your-face sales pitch Source: Kathleen Boyle, Wheat Boyle Butcher Singer