From Traditional Websites to Digital Services

18 huhtikuun, 2012 | Kasvu | Ville Tolvanen

From Traditional Websites to Digital Services

We live in the ”digital era”. Digital services dominate our behavior when we need information, products or services. Whichever question or need arises, we’ll turn to the web. Still, most companies have traditional websites. They don’t create real services that actually support their business but instead offer something from the past. Windows 3.11 just turned 20 years, and you can still see its legacy in the user experience of many company websites. The times have changed, as well as technology and people’s behavior on the web, but websites keep repeating the old. It’s time to let the past go.

One of the many oddities about classic corporate websites is that they offer a small amount of information for every stakeholder. In addition, this information is often irrelevant. They offer a little bit of something to the general public, something for the partners, for the investors, something for their customers, and so on. Something (but not that much) for everyone. And then there are those websites that offer us an information overdose with no real structure, no logical user experience. It’s almost as if their goal was to create a hide-and-seek experience: ”Find what you need if you can.” The truth is, that they end up creating a ”conversion zero” experience. Shouldn’t the idea, for any business operation, be to segment and target for the most important users. Shouldn’t the website be mainly for the the company’s customers, with a separate section or some links for the smaller audience groups, like investors.

Research who is really using your service. Think who you want to reach in the digital channels, and who can be left out. Less is more. Actual results count. If you are not creating leads or business on the web, check if there is something wrong with your website. Use the best professionals when creating or redesigning your website. And make sure you talk to your most important audience.

Ipads and their copycats are changing the landscape rapidly. The evolution is even faster than we can imagine. Tablets seem to have the killer apps for rich media and consumer services. Web design has to change. Here is a fantastic infographic about web design trends: Evolution. Prepare for a scalable, simple and cool design. Sell something. Create an experience.

KIRJOITA KOMMENTTI

Minna Karhu
2012-04-18 08:16:40

"I thought the idea in any business operation is to segment and target for the most important users. In that sense one might think that the website would be mainly for the customers and just links for the minor groups like investors."

-> Ville, fully agree, and just the same logic should apply to the CEO's & management's time and resource allocation: main focus on customer-related issues (incl. digital services!), smaller on pleasing the minor groups like investors. Investors will be happy if customers are happy and keep coming back, but it doesn't work the other way round.

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