Are Websites Not Innovative Enough?
| posted by Brian Reich
I asked a group of people recently what they thought were the most exciting things happening in the new media space right now. I got a range of answers: mobile messaging and advertising, games, social networking, video, even podcasting made the list. Nobody mentioned a website they were blown away by or something innovative that an organization, or even a media company, had done with their site. Sure, all the elements they mentioned live on or launch from a website, but they could just as easily be free-standing (and they have become destination elements for most of the people I talked with).
The consensus: Websites are pretty boring right now.
Apparently my little focus group is right on the money. A new study by the Web Marketing Association found that most website development is not keeping pace with consumer expectations. The results were released along with the results of the WMA’s 2006 Web Awards.
To determine the best sites the WMA examined entries from 97 different industries in seven different categories (design, content, technology, interactivity, copywriting, ease of use, and innovation). The top award for sites went to TBS's Department of Humor Analysis site, which helps to promote the network's various comedy programs through Web video and viral features. The airline industry was the category that was seen as the most advanced in Web development. The site in the airline space that has received most of the accolades was American Airlines’ Why You Fly campaign site.
It seems to me that the TBS site is successful because it is focused, easy to navigate, and still manages to deliver some very compelling (read: funny) content. The American Airlines site, meanwhile, provides all the services you would expect in terms of booking flights. But the site can also help you with trip planning details – and American is not the only airline to offer that type of add-on. There are a lot of sites that are easy to click around but have boring content. There are even more sites that offer compelling content but are hard to navigate. The true innovation with both these sites is that they offer users a complete experience when they go online, not a one-trick pony or something that has all the bells and whistles but no substance behind it. The judges obviously recognized what us web users have known for a long time.
There were some dogs among the bunch as well – the financial services industry, for example, was considered to be very short on innovation. Financial services companies spend millions of dollars a year to recruit new customers through online advertising and have invested heavily in technology for data security and to support accessibility for aging and disabled users. But in terms of customer experience and ease of use once someone is signed up and using the site regularly -- most fall well short.
Designing focused and engaging sites for the web is not that difficult. Too often we let technology drive our decision making and we forget what its like to be a web user – what information is compelling, how to help someone through the process of completing an activity on our sites, and similar. Study up on the results from WMA, there is much we can all learn.
Direct of New Media - Cone Inc. • Boston, MA • breich@coneinc.com • www.coneinc.com
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Recent Comments | 9 Total
March 10, 2007 at 10:42am
Wally BockAs a rule, it seems to me, people from the web design tribe and the new-media clan want things that are technologically sophisticated, complex and loaded with features. Web visitors, on the other hand, want things that are easy to understand and simple to use.
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March 11, 2007 at 1:50am
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Ericsson/Motorola/Alcatel/pana sonic With Bluetooth, all
Brands and Models of Nextel Phones,XBOX 360S and IPODS,we want you to get back
to us with your quote so that we can begin a good business
relationship. Note they are all Brand New T2 Euro specs,
unlocked, no operator logo, come in their original sealed box, With 1 year
international warranty
from the manufacturer, English & Spanish manual, Finland
made. We want to assure you that you will never regret buying
from us because the delivery will be to your doorstep via
FedEx Courier service.And the Tracking number shall be sent
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Kindly acknowledge the reciept of our mail and get back to
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Apple 4 GB iPod Mini Pink M9435LL/A ......$70.00USD
Apple 40 GB iPod photo......$80.00USD
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Apple 60 GB iPod Photo M9830LL/A......$100.00USD
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Apple 512 MB iPod Shuffle MP3 Player......$50.00USD
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IBM Thinkpad R52 1.73GHz 768MB 40GB CD-RW/DVD 15" XGA ;;;;$330=
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IBM ThinkPad X40 1.5GHz 1.28GB 40GB UltraBase Combo X41;;;$600
IBM Thinkpad X41 PM 1.5GHz 1GB 40GB B/G WiFi Win XP ;;$400
IBM Thinkpad X41 Tablet PM 1.5GHz 512MB 40GB B/G WiFi ;;;$500
IBM Thinkpad T43 2.0GHz 2GB 80GB Bluetooth 14.1" SXGA+ ;;;$550
Dell Inspiron 8500 PIV 2.6GHz 30GB 512MB CDRW-DVD ROM ;;$400
Dell Latitude D600 PM 1.4GHz 40GB 512MB DVD-R Burner;;;; $330
Dell Latitude C600 850MHz Pentium IIl 256MB/20GB CD-RW ;;$300
Dell Latitude C640 Intel Pentium 4-M 2.0GHz 14.1-inch ...;;;$480
SONY VAIO PM 1.86GHz 1GB 40GB CDRW DVD WiFi XP ;;;$350
SONY VAIO T43 2GHz 1GB 60GB Multiburner ABG WiFi XP ;;;$720
SONY VAIO X40 1.5GHz 1.28GB 40GB UltraBase Combo X41;;;$700
SONY VAIO X41 PM 1.5GHz 1GB 40GB B/G WiFi Win XP ;;;;;$450
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SONY VAIO T43 2.0GHz 2GB 80GB Bluetooth 14.1" SXGA+ ;;;$500
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x_box 360.........$200
Xbox Video Game System Console $150
Xbox 360 Core System $100
Xbox Zenith 5' TFT LCD Screen $150
Xbox 360 Platinum System $120
Xbox 360 "Premium Gold Pack" Video Game System $130
Xbox 360 "Core Sports Bundle" Video Game System $195
Play station 1...$100usd
Play station 2...$150usd
Play station 3...$200usd
Xbox 360.......$200
Nintendo ds.....150usd
Sony psp............150usd
GARMIN 396......160USD
if you did not see what you are really looking for please do contact us on this E-mail..
willmobiless@hotmail.com or ismmobiless@hotmail.com
March 11, 2007 at 1:09pm
Adam FieldsHey, does anyone know where I can find a cheap mobile phone, thinkpad, or ipod?
March 11, 2007 at 1:40pm
Dwight SticklerIs part of the reason that technology and website development not keeping pace with consumer opinions of how innovative and useful they are based in the idea that consumers generally speaking get very bored very easy?
It is likely that development companies are struggling with how to make this or that easier or more useful because many times it is in the developer's best interests to make sure that they can use the latest technology, but it is in publsher's best interests to make sure that the site stays within budget for development.
I hear prospective clients tell me all the time that they want their site to do this or that, and then I say, "well, how much do you want to spend to do this or that?"
That cools the publisher's heels many times, because they want extraordinary functionality and design on a shoestring.
Also, as the internet development marketplace continues to grow and the competition heats up, there can be the tendency for a website development firm to stress design and functionality without anyone asking the overall question that should drive any commercial internet development project: How much will this return to our company compared to the cost?
Usually the calculations for managing an internet communications project are not estimated correctly. This is due to the fact that there are usually three different budgetary considerations:
Technology and Hardware/Software
Marketing and Advertising
and Ongoing Management Costs.
It is evident that there is sufficiently advanced technology to continue to innovate in terms of providing internet based services to consumers. But the question remains, who is going to spend the most money to lead the pack?
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