Business-to-Business Internet Marketing, Fourth Edition - Lifecycle ...

60 BUSINESS-TO-BUSINESS INTERNET MARKETING
specified areas, that continuously change as visitors hit the page. In this
way, each hit generates a page with a different image, providing the
impression of a new page with every visit.
Intuitive Navigational Flow
The nonlinear nature of the Web requires a navigational system that is
structured to offer visitors maximum flexibility and freedom to move
around. Most navigational systems use several buttons, icons, or images,
accompanied with words or phrases, to identify major areas of a
Web site. Often these buttons run across the top or down the left side
of the home page, sometimes in frames that remain visible on subsequent
pages. Once inside a particular section, additional navigational
buttons or text links may be necessary to help the visitor move from
page to page.
Continuously improving Web technology is making navigational
systems more useful. It is becoming increasingly common for the navigation
buttons to respond or appear highlighted when visitors roll over
them with the mouse. Some buttons or icons respond when clicked on
by moving or changing color, or even producing a sound (although that
generally requires a plug-in). These techniques bring enhanced CD
gamelike interactivity to the Web and help visitors feel like they are
making something happen when they roll around the site or click on
their mouse.
The increasing use of “dynamic HTML,” JavaScript, and Java applets
will make navigational systems even better, as long as a visitor’s browser
supports these technologies. With dynamic HTML, for example, visitors
can see subtopics in drop-down menus when they roll over navigational
buttons on the home page. This is especially useful for sites with
a lot of depth beneath the home page.
Regardless of the technologies employed, the key point is to make
navigating a Web site easy, intuitive, and idiot-proof. As more people
become Web-adept, they will move through Web sites and pages skillfully
and quickly. Web sites with well-founded navigational structures
will assure that visitors have a good experience—and stay awhile.
High-Value Information Content
An effective marketing Web site offers visitors reasons for spending time
at the site and coming back. Snappy graphics and technological tricks
attract attention, but they soon lose their impact if there is no substance
to the site. Most Web experts agree that content is king. Good sites go