You can also view the transcript below:
When I was a little kid Old Navy was the place to go for cool clothes! What made Old Navy so excited as kid was the enormous amounts of clothing to choose from. They had clothes stacked all the way to the ceiling, at least fifteen articles of clothing per item. Not only did Old Navy have loads of clothing to choose, but they always seemed to bring every type of person you could think of.
As I grew up I realized that Old Navy is not as cool as I thought. Yeah it was nice to buy those 1.00 flip-flops, but that’s about it. It wasn’t until later that I found out that Banana Republic and the same company owned Old Navy. I was in shock when I learned about this because the two stores are completely different from the other.
If you haven’t been to either store let me share their differences. When a customer walks through the doors of Banana Republic they first notice how open and organized the store is. Everything has a purpose, place and location. Instead of clothes stacked high large amounts of choices, they have one size for each article of clothing. The store is never crowded, but is easy to navigate and locate products.
Using this simple example as a background let me share with you what I find while surfing the web. I find that the more I surf the web the more “Old Navy” websites I see. Websites that have loads of content that is irrelevant, hard navigation and a complex design. As a visitor or a potential customer this type of design makes it nearly impossible to feel compelled to purchase anything.
Everyone has heard the saying. “ A confused mind never buys.” Though this is a popular phrase that’s linked to marketing and sales, some businesses fail to remember its truth.
Less is more when creating a website. The more simplistic you can get with content and a web layout the easier you’ll make it for your visitors. Visitors like to easily identify what they are looking at and where to find additional information.
Having continuity throughout your website makes it easy for visitors. By having these elements make it simple to find the product and service that fits anyone’s needs. When information is easy to convey the right customers will land on your website seeing its value. Stop trying to tailor your website to fit the needs of every type of buyer. Seek those customers that understand your value and reach out to them.
When creating pages for your website start with a headline that states what is featured on that page. Speak of the benefits and value of that particular feature with your audience. It’s important to write a simple, pertinent, one sentence value proposition to explain to your reader why you’re better than your competition. Help customers see the unique benefits of coming to your business, and why it’s better than other like it in the area.
So, does your website pass the test? When you look at your website does it look like Banana Republic or Old Navy?