Friday, May 2nd, 2008
Lost On The Internet
The internet is where I live, and like any resident I know the odd bus routes, the fact that it’s better to change at Warren Street rather than Goodge Street on the subway, that you can take a shortcut down that side road to save ten minutes on the journey.
If you read this blog you’re probably interested in social media, web design or accessibility. In other words, you’re tech savvy. You live here too.
Other internet users are like tourists. They may have a general idea of where the major landmarks are, but that’s it. Beyond that they are reliant on tourist guides and maps or on getting directions.
On the internet, tourists are the majority
Think of this stat from the UK - 4 out of 10 internet users visit social networking sites. That statistic was used to demonstrate the massive impact of social networking. But I looked at it the other way - 60% of UK internet users don’t use social networking - not even the most accessible and popular sites like Facebook. They don’t live their lives on the internet.
Most internet users are tourists. Many of them are nervous or uncomfortable when they’re doing more than simply browsing. And it’s something that we often forget when we look to market ourselves, speak to potential clients, or design sites. It’s easy to overlook that their kind of usage is the norm. Intensive bloggers and social networkers are not the average. The internet is a much less important part of daily life to most people who use it. They just come here to visit.
Browse like this for the next half hour
- You can only use Internet Explorer 6 or 7.
- You have no bookmarks.
- Only one tab open in the browser.
- No browser add-ons installed.
- Your homepage is Google, Yahoo or MSN.
- You don’t use the address bar.
You’re now using the internet like the majority of users do. It’s pared down (well, minimalism is cool, right?) and has no real added functionality. And even in that situation you’re ahead of the game because you’re familiar and comfortable with internet usage, you know site names and how to find your way around.
Be a good resident, help the tourists
This is why I talk a lot about usability. Usability is important because it lets first time visitors use an unfamiliar site. And it’s why search engine optimisation isn’t just about driving traffic to a particular site but about driving the right people to the right site. Good SEO as a wider ideal is about making search results like the London Underground map rather than the Tokyo Subway guide.
Whether you’re selling something, marketing yourself or an idea, or just want to see people coming back - think of yourself as a tourist destination. If people can’t find you they won’t come in the first place. And if they feel lost and confused when they arrive, then it’s not a good holiday and they won’t come back. That goes for your site, but it goes for the internet as a whole as well.
May 13th, 2008 at 7:14 am
[...] week in pure numbers. That’s largely due to consistent and continuing traffic from the ‘Lost On The Internet‘ article that was stumbled at the end of last week. That’s brought in over 6,000 [...]