Masterfully written by: J. Bader
In preparation for an initial meeting with a new client, we were asked to preview their website to see if we could come-up with some ideas for re-branding the company, and invigorating product sales. The client was suitably impressed with our thoughts but there was one problem, the product line that we stressed was not the focus of the company. The client explained that despite the fact most of their current website was devoted to a particular product line, it was not the product that differentiated them from the competition, nor was it the product that made them the most money. Once this was explained our entire focus shifted, and we were able to develop a website concept, and webmedia presentation that focused attention were it belonged.
The experience drove home the fact that many websites confuse potential customers by inadvertently leading audiences down the wrong path, hindering profitable sales rather than promoting them.
Most companies sell a variety of products or services, but they are not all created equal, some are more important, and more profitable than others. At the heart of any website design project is the underlying goal of attracting attention, and directing that attention to the product, service, or concept that is being marketed. In that regard, an effective website sales presentation is a lot like a magic act. The PsyBlog, Understand Your Mind, recently published an article entitled, "Psychology of Magic: 3 Critical Techniques," in which they reported that the Association for Scientific Study of Consciousness held a conference called "The Magic of Consciousness Symposium" where cognitive neuroscientists and psychologists heard an enlightening series of well-known magicians explain the psychology and techniques behind magic acts.