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If your website has a Flash intro you may need to rethink whether it is absolutely necessary for your business, because the verdict has come in: people hate Flash.
In a survey of 579 consumers undertaken by e*media inc. in the United States, participants were given a choice to vote between two home pages - one with a Flash intro and the other a static HTML page. A whopping 80 percent voted for the site WITHOUT the Flash intro. Some of the participants commented:
- "Flash sucks. If I want a movie, I'll go to the theater. I just want quick information,"
- "When searching the Web, my most immediate concern is generally time, how quick can I find/do it. This leaves little room for animation."
Interestingly, it was those who had the fastest internet connections, either through cable or DSL, who disliked Flash the most. So it's not necessary the long download time that's irritating, it's the Flash intro concept itself.
The survey showed the hatred of Flash didn't just occur in one demographic, it's universally disliked across the board:
- 75% of non-marketing professional women said no Flash.
- 81% of non-marketing professional men said no Flash.
- The youngest demographic out of those polled (aged 18-24) also chose the non-Flash intro, at over 65%.
The implications are clear. To gain the benefits of Flash technology without putting people off your site, you simply need to use it wisely. Here are three tips to a better website experience for your visitors:
- Dump the Flash intro.
- You can still offer impressive Flash graphics on your homepage, but do so in the top banner, separate from your detailed product or company information. Alternatively, why not have a small animation in the corner of the screen with the option to turn it on or off.
- Keep your most impressive and time-consuming Flash displays for product demos only. In these situations, consumers are opting-in to view the Flash and less likely to reject it immediately.
Resist the temptation of having a Flash intro just because it looks good. The reality is, if it doesn't provide your customers with what they were looking for when they first came to your site - i.e., information, they will dislike it. And the problem is, that negative feeling might be carried through to your company.
Until the end of April, Freestylemedia is offering a FREE customer experience audit for your website. To redeem this offer, contact Fred Schebesta on (02) 9818 7300 or email fred.schebesta@freestylemedia.com.au
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