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by Gerry McGovern
Author, New Thinking
People may initially scan read on the Web; their eyes moving quickly across a page. However, when they find the keywords they are interested in, they tend to tunnel read. What this means is that they focus on a specific set of content. They basically don't see anything else on your website.
Tunnel readers are absolutely impatient. They are on a mission. They have an internal map that they want to follow. They have a specific set of things they want to do on your website. They want to do them as quickly and simply as possible.
Tunnel readers don't like surprises. Anything that is not directly related to their needs they see as a nuisance. If you quickly meet the needs of the tunnel reader, they are likely to become loyal, repeat visitors.
What is the most important group of people that come to your website? This is not an easy question to answer. In fact, it involves one of the most difficult decisions you will have to make. The reason is that tunnel readers like websites that speak only to them and nobody else.
The more readers you try to reach, the more likely you are to annoy and confuse the tunnel reader.
The Web has all this promise. People get excited by the idea that
it's worldwide. It looks like a wonderful opportunity to be able
to reach so many different people. Web managers can get carried
away. It's so easy to lose focus. The result is often a half-baked
website that reaches many but doesn't really satisfy anybody.
Gerry McGovern is the
author of New Thinking, a weekly column which has received numerous accolades and a book, THE CARING ECONOMY
The Caring Economy, by Gerry McGovern, is published by Blackhall Publishing of 26 Eustace Street, Dublin 2, Ireland. ISBN 1-901657-61-2 Price _27.50 or US$35.95
It is also available in the United States from Irish Books & Media, 1433 East Franklin Avenue, MN, USA 55404-2135. Call toll-free: 1-800-229-3505.
Email Gerry McGovern at [email protected]
To subscribe to "New Thinking", send a blank email to: [email protected]
Or go to: http://list.adventive.com/SCRIPTS/WA.EXE?SUBED1=new-thinking&A;=1
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