Chapter 14 - Site Design (PART 3)

There is one very important principle…

1.Make it “Sticky”

Sticky is a way of saying that something on the Web site has sufficient pull to “hold” a visitor there and even to bring them back a second, third, fourth time.

Sticky is indefinable. It’s subjective. It’s an intangible. ---- BUT IT EXISTS.

All three of these very diverse sites have “Sticky” -- take a quick look at them and then explain it to me?

Amazon.com
WinCasino
SellYourBrainsOut

Well?…
If you came to the same conclusion as me, you would have decided that the “Sticky” factor is caused by RELEVANT GRAPHICS. That is, graphics that are relevant to the site.

Amazon.com shows book covers – because it’s that sort of site. Books are its business.

WinCasino shows gaming tables – because it’s that sort of site. Gambling is it’s business.

SellYourBrains out shows people waving cash – because it’s that sort of site. Cash gain is its business.

The content is important, but what makes the site a “want to go back” site is the relevant visual aids. You see, the Internet isn’t like a red-brick store. We can’t touch and look like we can in ‘real’ life.

As I write this, I’m at the same time compiling the Web pages for thetrafficjam.com from where this book will be sold. At the moment, I have a page heading that looks a bit like this…

Bear in mind that this is likely to change. (If you take a look now and it’s the same, it means that I’ve decided that IT WORKS.)

The point is this…
I have used the word “Magnet” because it signifies pulling power, but what would happen if I used a picture of a magnet?

Probably nothing because the mental picture conjured up is one of attracting metallic objects, not people. Maybe I should be saying “Pulls Visitors To Your Site Like Bees To Honey” but, to me, that’s cliché and flippant.

And the graphic, of course, is a crowd of people. Can you see them all visiting your site? Do the words “magnet” and “crowd” work together?
Is my graphic relevant? - Probably “yes”.
Will it give my Web site “Sticky”? – Who knows? Only testing will tell.

But it raises the question of what can we use to signify our products when we are selling downloadable products?

To a large degree, the desire to touch, hear and see is an almost instinctive reflex. We all fear making bad decisions. When we're about to make a purchase, we need to collect as much information as possible, prior to making that buying decision.

The more senses that are engaged during the evaluation stage, the more information is sent to the brain. And the level of confidence one gains in making a buying decision is proportionate to the amount of information collected.

That's why, when we're about to make a purchase, our normal inclination is to grab, touch and feel the object we want to buy before we buy. It's simply human nature.

But today, we're confronted with a major dilemma ... ... The Internet.

The lack of tangibility on the Web impedes sales.

The lesson is this: as an Internet business owner or marketer, you need to cater to people's natural buying behaviors. And in order to do so, you must mimic your visitors' offline shopping experience as much as possible.

Fortunately, a solution exists.

The web, being a visual medium, offers you the ability to show pictures of your offerings as to give your customers something they can appreciate.

Look at eBay, for example. Products that sell the most are usually those accompanied by pictures of the offerings in question.

In short, texts tell but pictures SELL.

If you can add a picture of your product, or one that represents your service or virtual product (even if it is never delivered in physical form), it helps to tantalize and compel your customers to act, respond or buy. If your site sells an intangible product (including software or subscriptions) or a tangible one that people can't inspect, you can maximize your downloads, sales or signups by merely adding a three-dimensional graphic, such as a cover, case, box or card.

Statistics show that, when companies incorporate 3D to show off their products online, they see a 300% increase in page views, a 200% increase in sales and a 50% increase in time spent at the site.

Moreover, websites who use 3D seem to experience a lower return rate than companies who used 2D (or nothing at all). If you sell anything online, including intangible products, you can use 3D to help maximize your sales.

By bringing your product to "life," you give your prospects something they can feel better about.

One service in particular that offers this kind of service is http://dynamitecovers.com/.

Have Dynamite Covers design a three-dimensional picture of your offering, and you will likely notice an increase in your response rate and a reduction in returns.

As the adage goes, "You never get a second chance to make a good first impression."

Here’s an example of a 3D image prepared for me by Dynamite Covers.

They offer a choice of styles and sizes that is more than sufficient for most purposes, and their charges are VERY reasonable.


As I said, Web site design is a B-I-G subject, but if you work to the five basic elements of…

1.A good site name
2.A well-designed site
3.A fast-loading site
4.A good product
5.A killer sales letter and graphics

…you will INCREASE YOUR TRAFFIC because

2.Other webmasters will be happy to link to your site.

3.New affiliates will be glad to promote your product.

Site design CAN and DOES affect your TRAFFIC, not just your sales.

Moh. Ali Albar
I rewrite this article of E-book “TheTrafficJam™ Formula” by Graham Hamer