5 Great Ways to Block U-Turns on Your Web Site

(reprinted by Vikas Joshi )

Great site designers follow basic principles of interactivity to make their sites sticky and engaging. They do everything to prevent u-turn traffic. Here are
five ideas to get your creative juices flowing.

1. Capture Attention with a Visual Site Map
Most web sites start simple, but they get pretty complex before long. There are myriads of pages, sections and links. Users then resort to a site map to
figure out what they are looking for. Why not make their job easier with a visual site map?

A visual site map is a pictorial representation of a web site, where clicking on a part of the picture would pop up a small display describing what is in a
particular logical section of the web site. For example, a home furniture web site may have a site map showing the various parts of a home, and clicking
the living room would pop up a desciption of living room furniture section. Next to this description, you can have thumbnails representing pages in that
section, so users can easily navigate to couches, for example, and so on.

Visual site maps are vivid, memorable and easy to use compared to traditional treeview textual site maps.

2. Enhance Engagement with Related Actions Suggestor
If you know the way people use your site, you probably also know where they will go next from one part of the site. For example, someone that looks
up pricing will likely go to the buy page. Someone that looks up a webinar schedule will likely go to the enrollment page. Or maybe the webinar
recording page. In other words, you can anticipate related actions from a given point. Use this knowledge of user intention and make it easy for the user
to find the related pages quickly. A Related Action Suggestor is an interactive element on your web page which suggests pathways to related pages. A
well-designed related action suggestor can include a video, image or text with audio that optionally educates a user, helping him or her find parts of a site
he or she may not be aware of. A great way to roll out new updates to sites.

3. Create Curiousity Using Page Peel Banners
Often you can easily organize a message in two - maybe three - layers. There is something you would like to say to everybody that visits your web page.
And then there is something additional you would like to say to those who are interested. And maybe even more to those who are really interested.
Peel-away banners work great in such situations. A well-designed peel-away banner can have attractive images,crisp messages and even voice over or
music that plays when the banner loads, as well as when the user peels away the top banner to reveal what is underneath. It is customery for the top right
corner of the banner to appear in animation which suggests that you can drag it and peel it away. That's the teaser. For a fuller discussion on the art of
harnessing curiosity to drive engagement, see my earlier post on this topic.

4. Build Credibility with a Quotes Flicker
In the age of instant credibility, you must substantiate the message on your website with customer testimonials, recommendations, reviews and other
types of quotes. For best results, a quote should be short, storylike, easy to read, and preferably accompanied by a picture of the person providing the
quote. A voiceover adds a personal touch to quotes.

A video is sometimes worth a thousand pictures. When a customer speaks to camera about your products or services, it creates a great impact. I
therefore recommend video quotes, where possible.

A single quote creates a lot of authenticity. If you have several customer quotes, even better. A good way to render multiple quotes is to make a playlist
of sorts and render the quotes one by one. Depending on the section of your website, or seasonal merchandising focus, you may choose a different set
of quotes. This not only adds variety to the site, but also focuses the right message to the right audience.

5. Build a Sense of Urgency and Drive Action
A web site is about driving user action. People will act if there is a sense of urgency: a deal that is good thru the end of the month, a deadline for enrolling
in an event, a special that lasts for only 24 hours and so forth. Highlight the urgency with a countdown timer that shows the days remaining and drive
action by popping up additional media on mouseover. The media could be a video, an image or text with audio, designed to issue a call to action.

Good luck with building interactive sites.


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