Jeder Nutzer weiß es am Besten. Sein Bildschirm zeigt die einzigen Möglichkeiten des WWW. -Ist dem so? Angenommen wir haben eine Shop im Web. Dieser bietet Produkte für Menschen von 0-99 Jahren. Wie inszenieren wir Produkte am Besten wenn der Bildschirm des Nutzers auf diesen abgestimmt sein sollte? Jedes Produkt besitzt spezifische Eigenschaften die bedeutsam für den Anwender sein können.
Die Art der Produktpräsentation entscheidet in Millisekunden über Erfolg und Mißerfolg, Annahme oder Ablehnung, Verweildauer und Glaubwürdigkeit des Produktes. So feingliedrig die Produktentwicklung, so heikel die Darlegung.
Die Details werden vom Hersteller bereits meist ausführlich beschrieben und in den Produktinformationen wiedergegeben. Doch entspricht diese Information den Lesegewohnheiten, den Präferenzen des Lesers? Welcher Weg wird eingeschlagen um das gewünschte Produkte leicht erreichbar zu machen? Welche abhängigen, ähnlichen oder verwandten Produkte sind sinnvoll für den Anwender, den Nutzer?
Die unterstützende visuelle Präsentation – unabhängig von Text und Fakten, Auswahlmöglichkeiten (Größe, Farbe; weitere Modifizierbarkeit) – wirkt in ihrem Stil nach. Sollte der Eigentümer eine besondere Darstellungsart als die einzig richtige erachten, mag dies in seinem Fall für sich selbst gesprochen stimmig sein. Doch bedeutet dies eine Herausforderung für die Marken- und Produktverantwortlichen: deuten Analysen (Google) in eine entfernte Richtung, oder ist die vertraute Stilrichtung für die jüngere Zielgruppe unnahbar, wirkt das Unternehmen schnell innovationsscheu.
Eine gute Benutzeranalyse und Fokus Gruppen (Marktforschung) helfen bei den kleinen relevanten (wichtigen) Unterschieden. Denn das Internet ist ja für alle gleich, nicht wahr? Defakto müssen wir alle etwaigen Möglichkeiten mitbedenken, die dem Kopf des Unternehmens entgehen um jene miteinzubeziehen die womöglich gute, loyale Kunden sein wollen. Aber von der Herangehensweise NICHT überzeugt sind.
Wir sind verpflichtet dem DAU (dümmster anzunehmender User) mit dem gleichen Respekt entgegenzutreten wie dem Chef des Unternehmens. Der hat zwar mehr Gewicht in der Entscheidung (und sehr wahrscheinlich mehr Produkt-KnowHow), ist aber leider nicht mit allen Blickwinkeln seiner eigenen Kunden gesegnet. Das was der einzelne als das für Ihn adequate Produkt erwägt findet er womöglich auch nicht auf der Webseite des Unternehmens. Plattformen wie Amazon, Geizhals, Bookings, Uber u.Ä. helfen weitere Produktansprachen möglich zu machen und den Vertrieb anzukurbeln.
Offenheit den Möglichkeiten des Internet gegenüber, unabhängig von farbenfrohen WWW Cubes sind für die Conversion eine meßbare Größe. Im Unterschied zu Print, bietet und fordert das Internet auf, am Leben des Einzelnen teilzuhaben. Nur damit gelingt eine Harmonisierung durch Technologie (Desktop, Tablet, Mobile), Navigation, Stil (Farbe / Text) und klarer Produktpräsentation.
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