How Companies Mess Up Their Websites

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New Book Describes Avoidable Goofs

In the company's view, it probably seems easier to have each division create their own section

Many companies are making it difficult for customers to purchase their products and services online—and are completely unaware of it.    

In "Call To Action" a book recently published, Bryan and Jeffrey Eisenberg demonstrate the major areas where "corporate thinking" prevents a satisfactory visitor experience. These mistakes, although seemingly harmless, send customers scurrying to other websites.

Here's one such mistake. Too many times, the pages on a website look completely different from one section to the next. It's obvious to the web visitor that different divisions of the company handle different sections of the website. It's also obvious that the company doesn't have its act together.    

"In the company's view, it probably seems easier to have each division create their own section," says Bryan Eisenberg. "But without realizing it, they’re showing their corporate underpants. It's better to have an integrated site that offers a holistic customer experience."

Another mistake comes when companies make changes to their website. Instead of spending the money to get it right, companies often prefer "down and dirty" solutions, slapping a bunch of things on the original site that don't belong there. They think the web visitor won’t notice, but they always do.

Finally, companies goof when they don't define globally what they mean by "the customer". Every employee may have a completely different idea. Before you know it, there are hundreds of imaginary customers running around in their heads, all impacting the website's design and function.

In this situation, who knows what you'll end up with? It's certainly not a website that speaks to the real needs of the customer. Rather, it's a strange mix of subjective ideas.

Bryan Eisenberg and Jeffrey Eisenberg are co-founders of Future Now, Inc., a marketing boutique focused on helping clients convert their website's traffic into leads, customers and sales by applying Persuasion Architecture, copywriting, usability and web analytics to design, redesign and optimize websites and other online marketing efforts. Future Now, Inc. has helped clients such as Dell, GE Volvo, Overstock & Disney.


Bryan Eisenberg or Jeffrey Eisenberg


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