So, we want to create a website that will have a high adoption curve, serve a purpose, and become a measurable part of a marketing campaign. That in a nutshell is the holy grail of e-commerce. If it was as easy as it sounds, there would be no website failures.
However, much like a politician, the very next question to come will be, how? How are we going to create a website that has a high adoption curve, how are we going to make our website part of our marketing measurement metric, how will we know if it has served its purpose?
These and similar questions can be answered through individual analysis. In order to create anything that people want, marketers have to understand the people who want it. Once marketers understand their consumers, all the other questions will become easier to answer.
It may be true that a website will serve no purpose at all. It could also be true that the measurement metric may need to be changed in order to capture the true audience of a website, which conversely may be a completely different audience that was previously had before the website existed.
The point being here, marketers and web developers need to know who their audience is before they start with the nuts and bolts of a website. Potentially, less of a technology investment may be needed in order to make the target market functional on the website. While it is understood that the Internet in general requires some basic navigation skills, it is also known that a somewhat guided tour of a website is available. Thus, limiting the perks on the initial pages may prevent viewers/readers from becoming overwhelmed.
In this instance I have believe that a detailed understanding may be both informative and fiscally beneficial. Taking a step back from the trees and limiting the amount of initial detail may allow many developers to see the forest and prevent information overload for some consumers.
Thoughts?
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