June 23, 2004

The Traffic Triad

Judith Dinowitz has a good article on the session "Programming a Network/Site to Drive Traffic Profitably from the Internet Planet conference.

<--- Snipped from article --->
David Card, Vice President and Research Director at JupiterResearch, spoke of a "triad" -- three tactics that one can use to drive users on your website to the areas that are profitable. These are:

Visual: How you present the information on your website
Topical: playing to people's interests, hobbies and habits
Temporal -- Time-based tactics that you can use based on day of the week, time of the day, and on special days or the season

He said that these tactics are like three cogs that make up a machine, while the search is the oil that greases the machine's wheels. By using a combination of the "triad," you can get your users to go where you want them to.
Card provided a visual image of his idea of the "Perfect Info-Site." This site would have:

60% of the page design devoted to Programmed Content
30% of the page for Marketing and promotional material
Navigation on only 10% of the page design

When designing a web page, it is the opportunity for the customer to experience all that you company has to offer. It is like painting a picture that informs, guides, and sells all at the same time.

Posted by Elyse at June 23, 2004 7:51 AM | TrackBack
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