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Maximize Attention for Your Small Business
If you have a great product or service that people want you are well on your way to being successful. However, in order to lock in and grow your success you need to maximize the attention your products and services get. As a small business owner you probably don't have millions of dollars to spend on advertising campaigns to drill your company's name into your prospects minds. That's okay. Many small business owners find their success by effectively developing and using their marketing message. ...
Online Classifieds with Angles
What many may consider the most important part of advertising is writing an effective ad. The information that provided in a classified ad may be the deciding factor if it is successful or a, bomb. Create a variety of advertisements that utilize various approaches. Be prepared to revise your content on occasion. This ensures that you are demonstrating different aspects of your offering. In addition, you can promote your offering from different angles, to see what will achieve the best results. C ...
How to get an Internet Marketing Education Without Spending a Nickel
Do you want to create a passive income? Are you bewildered by all the educational Marketing products out there? Are you on a low budget or trying to escape from a huge debt load? Well, I answered a big Yes! to all the above, especially, the last one My job sucks. I can barely make ends meet and I have some medical problems which make a normal working lifestyle very difficult. That's why I become an Affiliate. I refer people to a merchant's site and make a decent commission. I run ads on Google l ...
Managing Your Identity
Managing your identity can seem hopeless at times. Here is a primer to assist you in creating great graphics that work. Flexible vs. Static If the company is new is it best to make sure that your brand is "flexible" meaning it can be modified to accommodate changes within the infrastructure of the company. Typically changes such as adding of new departments, removal of departments, or general changes in focus. If the company has been around for quite a while and has it's focus nailed down then i ...
Write, Publish and Market a Book with No Out-of-Pocket Money
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Seven Simple Ways of Driving Traffic to Your Site Using One E-Published Tips Booklets
I am not a web designer or search engine optimizer, nor do I play one on TV. However, I do know that the driving force in bringing qualified traffic to your web site is dynamic high value content. That means compelling, interesting, approachable, and immediately useful information, especially when you also directly sell products or services at your site. Increasing and maintaining traffic also demands both offline and online mechanisms to attract those visitors. One of the easiest and most versa ...
Brand Yourself with a Better Bio
A bio is a key part of your marketing toolbox. And a well written one is worth it's weight in gold! This seeming simple marketing blurb has the amazing power to wow the media, impress a decision maker, or showcase your expertise to any potential buyer. And, once you have written a good bio, you'll find a million uses for it. In addition to adding one to your website, you can use in your article byline, email signature, one sheet, promotional flyers, brochures, sales letters, and more! But how yo ...
WARNING to Home Based and Small Business Who Want to Buy Television Cable Advertising
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10 Super Offers That Build Up Sales
The following special offers, deals and bonuses will help you to successfully increase your sales: 1. Offer a coupon. You could have people follow a special link or enter a special code to redeem your coupon. 2. Offer free shipping. You could offer a limited time free shipping deal, or you could offer free shipping on orders over a specified amount. 3. Offer a buy one get one free deal or a buy two and get one free deal. You could use this kind of offer to get more people to purchase produ ...
Organic Search Engine Optimization
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Eyes On Your Ecommerce Website
By Richard Keir, Sat Dec 10th

Copyright 2005 Richard Keir

In a recent article I talked about Google placementbased on eye-tracking research. However, research by The PoynterInstitute, Eyetools and the Estlow Center for Journalism and NewMedia has a lot to say about more than where to put an AdSenseblock.

Designing an eCommerce site is more than making it pretty. Youhave certain desired actions you're looking for from yourvisitors. You have specific things you want to be sure they seeand hopefully act on. Now, there's some research that can guideyour design. Certainly you want your site to look professional,but you want it to do its job as effectively as possible too.

People are surprisingly alike in some of their basic visualbehavior. It's been argued that our evolution ashunter-gatherers has shaped much of our ingrained visualpatterns. Whether you buy that particular argument or not thereare still important commonalities.

Typical behavior on initially viewing a site is to do a fastscan of the entire visible screen with short focusing periodsaround the areas that attract attention. First pass tends toinclude headlines, the page logo, photo captions, subheads,links and menu items. And the big hot spot is the upper leftcorner of the screen. I haven't seen any definitive research onwhether these patterns also hold for users with native languagesthat read any way except left to right, but I'm assuming most ofyou are building sites for left-to-right readers.

The clear message is that your most important real estate is inthat upper left area and that the lower right (particularly ifit's below the fold) is the least likely to receive muchattention.

How you use your words in a headline, paragraph or link can makea huge difference in your success at capturing a visitor'sattention. The concept is called frontloading. Wherever you canmake sure your critical terms appear at the very beginning ofheadlines, links and other text. It's still got to make sense,but the first few words are far more likely to be at leastscanned then the middle or end of a headline or link or theinside of a paragraph.

The exact same words can have drastically different capturerates depending on their order. You want to maximize theprobability that the visitor will read a whole headline or linkand then act on it. So put the most significant, enticing wordsfirst - the ones that are the best grabbers and convey thesubject immediately.

You don't have a lot of time to mess about. It's been reportedthat a typical surfer may be off your page in well under 14seconds unless something grabs his or her attention fast.Remember the upper-left? You want to do an especially good jobwith headlines, link and text in that area.

Dropcaps (where the first capitalized letter in a line is in adifferent, often unusual, font and extends below the normal textbase-line), bolding, font changes and color changes can alsoserve as strong eye-attractors. If you try these techniques youneed to be careful that you don't overuse them (your page willlook like a mess), and it's extremely important that you testwhether or not they're actually doing what you want. Annoying asit may be, running tests is the only way to make sure it's animprovement.

Do you use lists? Have you made sure that they're in-line and asclose to the left margin as possible? Don't ever use an outlineformat with multiple indents. People scan down, not across andthey tend to scan close to the left margin. Indent too much andit might as well be invisible.

An interesting testing result that I read somewhere said thatsomewhere between 10 and 20 percent of site visitors don't evensee centered headlines. Sure they look nice and a lot of sitesuse them, but if they're totally missed by even 3 percent ofyour visitors, you're paying a major price to look good.Suggestion? Put those headlines up against your left margin.

This also applies to links. Put those links up against the leftmargin, not inside a paragraph, centered or off to the right.And if you want any clicks on a link, never put it in thatnearly unseen lower right area. Might as well just leave it offyour page.

How about indented paragraphs? Now there's a great way to startan argument. Some argue that it attracts the eye, it'sdifferent, few sites use it so you stand out. Others insist thatyou're far better off staying left justified and frontloadingeach paragraph. There's

Death certificate: Travolta son killed by seizure
In this image released by Rogers & Cowan public relations, the family of actor John Travolta, from left, daughter Ella Bleu, wife Kelly Preston and son Jett pose in an undated family photo.

only one way to resolve it for yourself,yeah, run some tests and see what works with your visitors onyour site.

The bottom line is that once you get beyond the basics ofplacement, frontloading, and left-justified links and headlines,you need to test if you want to fully maximize the effectivenessof your website design. I wish there were a simpler answer too,but in the end only testing will tell you what works best foryour site.

About the author:Richard writes, teaches, trains and consults on business andprofessional presentations and eCommerce related matters. Visithttp://www.building-ecommerce-websites.com for more informationon eCommerce sites and eCommerce site building - andhttp://www.building-ecommerce-websites.com/articles for moreeCommerce articles.

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Death certificate: Travolta son killed by seizure
In this image released by Rogers & Cowan public relations, the family of actor John Travolta, from left, daughter Ella Bleu, wife Kelly Preston and son Jett pose in an undated family photo.