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Site Development Matters to Marketing, Advertising and Profit

Web site development matters to marketing, advertising and profit because of several important ways that users experience the site.

I’m often surprised at how many sites are built by competent developers who have great technical skills but limited marketing and advertising skills.

At the same time, marketing and advertising professionals aren’t involved in the site development because they don’t have the technical skills to ask the right questions or provide insightful guidance.

It should be up to the manager to bridge that gap, but managers often don’t see the connection between technology on the one hand and marketing and advertising on the other.

The Marketing Perspective

I
magine a site designed by a highly capable artist that has amazing graphics, beautiful photos and great color coordination.

Those amazing graphics are animated and take forever to load and display.

The beautiful photos are large,  not optimized and show up multiple times on every page. They add to the slow download time  — even on broadband.

The text on the site is a medium gray. The gray looks greay with the other color choices, but it’s hard to read.

Although I asked you to imagine such a site, in reality I have seen many sites exactly the same way as I described above.

Because the site is slow and hard to read, the user has several important reasons to come back less frequently, click on fewer pages or not come back at all.

The Advertising Perspective

T

he visitor who comes to such a site is less likely to click on additional pages, which means fewer page views and less advertising inventory.

That same visitor will probably come back less often or not at all, again impacting page views, ad inventory and ultimately the revenue.

The fact that the site is slow loading means the ads will probably take a while to load as well. Ads that take time to appear will get fewer clicks, again impacting revenue.

Advertisers who visit the site to see how their ads look will think twice about advertising on that site again.

The Profit Perspective

W

eb site development that isn’t coordinated with marketing and advertising hurt the profit of the site in more ways than just the impact on audience and advertising.

The site described above will require more server space and bandwidth, which adds to the cost of the operation.

“Bad site development often gives a great first impression and bad second and third impressions”

On quite a few occasions, I have seen 5 MB photos uploaded to a site. Visitors who go to a page with a photo that big will not only get frustrated with the download time but also dramatically increase the bandwidth needs versus an optimized photo of, say, 50 KB.

Bad site development often gives a great first impression and bad second and third impressions as the user starts clicking around.

Great site development includes a great user experience from beginning to end in a way that ensures the visitor clicks on multiple pages and has multiple reasons to come back again.

It also means a few common sense tactics that will make the site less costly and more profitable.

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