Web Design Best Practices (part 4): Web 2.0

In some quarters, there is a backlash against the incorporation of widgets, Web 2.0 elements, and related content (or cross-promotions) in websites. Some recent studies have shown that users are not all that interested in exploring related content. Users, it has been shown, get to the site, they find what they're looking for, and they leave. Additionally, they are frustrated by the load times that come with complex web pages.

"People want sites to get to the point, they have very little patience," stated Jakob Nielsen in a recent interview with the BBC. He claims users are "hot potato" driven, and want to get specific tasks completed.

What does this mean for site design? Do we throw out everything we've been learning and preaching over the past couple of years? My sense is, no. There is a time and a place for widgets, but they must be incorporated intelligently. Web developers should be careful about how much cross promotion is placed on each page. As is the case with French cuisine, less is sometimes much more.

Sadly, this is not always the case.

I would place some of the blame for overburdened web pages on marketing studies that claim boosts to sales through "widgetry". I see a lot of "studies" like these: "Video in websites boosts online sales by 50%"; the next day another study claiming: "Bigger "buy now" buttons deliver better returns"; and the next day: "Flash movies of cute furry pets deliver a volume increase of 25%".

You can imagine a small business owner who has built their business around online sales trying all three tactics at once. Heck, you don't need to imagine it, sites like that are everywhere.

There are excellent implementations of Web 2.0 tools that add enormously to a user's experience on a website and ultimately deliver better returns, for sales, for the brand or the community. Implementations can be done that are also very respectful of the user's time and bandwidth issues.

I am thinking here of a site BSL is developing for an organization that supports health care and capacity building in a number of less-developed partner countries. The site includes videos that really help people here to see the challenges and successes in countries that are very far away and different. The videos are hosted in the site in such a way that low-bandwidth users can see a synopsis and video stills. The videos are only launched on demand. The site achieves what it set out to, through judicious and respectful use of Web 2.0 content.

I remind readers of intentions, which I talked about in my first post in this series. When designing sites, you need to think very carefully about what you really want users to achieve at your site, and to test what you put on the site against real-world experience (e.g. common sense). If, for example, you really believe users will click a link to buy a product after reading product information, do you need to put "buy now" on non-product pages? After reading the Neilsen interview, and after struggling through sites that promise everything everywhere, I would conclude: no.

A Giving Business Model

Asking for money ain't easy....

And anyone who has ever tried raising funds for charity will say the same. Whether it's $5 or $500 - it takes great time and energy to raise money for the most worthwhile of causes.

Giveness, a company that was first established in October 2006, overcomes this barrier by enabling users to make purchases online at Giveness.com for everyday items, while concurrently donating to the charity of their choice - without any added cost to them. Buyers can shop, buy, and give creating a win-win (and win!) situation for the merchant, the nonprofit and the supporter.

Waldvogel and Werling, the Founders of Giveness, formed a sub-affiliate network partnership with both eBay and Amazon.com to enable this model to work. They have also developed relationships with over 30 major retailers (including Gap, Apple Store and Macy's), and when online shoppers make their purchase from any one of them through the Giveness site, a percentage - anywhere from 4 to 30 % - goes to one of the nonprofits registered with the site - as pre-selected by the purchaser before they made the purchase.

There's no membership fee or registration required for purchasers, and Giveness also provides an online community where users can engage with message boards, and post photos and other information about themselves. Nonprofits and individuals can register for this community, which currently hosts over 500 members.

Nonprofits interested in registering are carefully screened, and so far 164 charities and nonprofits have signed up.

Spreading the Word with Widgets
Nonprofits and individual members of the online Giveness community can take advantage of Flash-based "widgets" on the site. The Fundraising Widget Application allows nonprofits to create their own widget to post on their own web page (or Facebook profile, blog, etc). The widget makes it easy for site visitors to shop and benefit their organization directly. The widget can even feature content (ie/ product recommendations) that suit the nonprofit organization's mission and interests.

Giveness.com won 2nd place in the Philanthropy category of the seomoz.org 2008 Web 2.0 awards, and I can see why. The website makes great use of web 2.0 concepts, and are the depiction of a well-designed, friendly, usable site. When I made a selection to shop at a store through the site, the first thing I was asked for was the charity I'd like to donate to. I selected one randomly and immediately received a 'Thank You' message on the screen, before it moved me through to the store.



The quasi-personalization the site is enabled to perform continues to build a relationship with the user. After my first 'purchase', every time I visit pages on Giveness.com it recognizes me and it the top right, there it is again "Thank you for supporting...".



I'm always keen on learning of sites like this that are out there - of nonprofits who are using the power and efficiencies of the web to do things better. Because as we all know, fundraising ain't easy.

The Weight of the Widget, Volume III: Pitfalls

There are a few hurdles to face in the fresh world of widgets. Complaints can be heard coming from users, advertisers, and website owners alike.

Loading Time
The biggest concern voiced by widget users and site owners is widget loading time. The time it takes to load a web page where a widget resides, is dependant on the third party code that exists on an entirely different server. Although some companies like Flickr are able to deliver fast and reliable service, smaller startup companies are often unable to handle the increase in demand, and end up failing to load the widget at all. And some critics predict that sites will become so cluttered with widgets that they won’t be effective whatsoever.

Profitability
Another question companies ask when contemplating widget development is "how can widgets help our business make money?". Experts acknowledge that the economy of this type of online marketing tool is still being shaped. Without a pricing strategy, advertisers are apprehensive about paying top dollar for a widget that’s influence is unknown. So as marketers wait with baited breath for an idea of how to make a profit, widgets will continue to serve as tools to achieve brand awareness and lead generation.

Measurement
The third obstacle lies in the measurement of usage. Given that users connect to widget content without opening any additional browser windows, counting page views and unique visitors will become obsolete. But people are getting closer to uncovering the answer with solutions to measuring widget usage. As well, companies may need to identify specifically what qualifies as a widget before Internet traffic analysts are able to measure penetration.

So is widget marketing here to stay? I know a lot of younger demographics would argue them as a new age necessity. Generations that have been raised on the Internet have no time for a static banner. Their attitude isn’t just “what’s your brand going to do for me?” It’s “what’s your ad going to do for me?” But will there ever be a comprehensive method of measurement? And will the demand for widgets continue?

The Weight of the Widget, Volume II: The Secret to Success

As a continuation of Volume I, this post explores the appropriate questions to ask when creating a widget and the key principles to a truly brand building application.

In an industry that is always enduring the trial and error of new trends, it’s fair to debate whether this new gadget will actually contribute to a brand’s success. Despite its popularity amongst hundreds of millions, widgets still need to serve a purpose in order to make a successful connection between brand and audience.

Here’s an example:

Purina created a mini-applet that alerts pet owners of good dog-walking weather. By extending its brand experience beyond dog food, the brand makes an even larger impact on the consumer’s life. This widget is a way of saying “We’re about more than just feeding your dog. We understand the life of a pet-owner and we are here for you.”

Widgets also tend to last longer than traditional advertising. If it’s something consistently entertaining or informative to the user, they are likely to keep it part of their routine, grow accustom to it, and potentially shudder at the thought of living without it.

So what key considerations must one make?

1. Consider Your Brand

Don’t just tack on your brand message to some flashy, unrelated function. Allow the widget to be a practical extension of your brand. Offer content that while useful or entertaining, also subtly enforces your brand’s identity. Acura is known for having the best navigation system on the market, so they developed the Acura RDX Traffic widget that delivers real-time traffic flow to a user’s computer. Not only is it an extremely useful application, but also a functioning extension of Acura’s brand attributes.
"It is important to raise the widget to the level of the brand, not reduce the brand to the level of the widget.” - Snipperoo Widget Blog

2. Consider Your Audience

While much of your effort will be spent designing and constructing a widget that is perfect for the user, you can’t forget about where you’ll be placing it. The placement is as important as the widget itself. There are millions of sites on the web that cover everything five times over, so it’s crucial to know the sites that not only achieve reach, but also have their own credible identity. And don’t forget, your widget should also enhance the site it’s on, making it a mutually beneficial partnership. But you may be considering a desktop widget that engages users in a deeper connection, in which case you better hope that your content can hold the interest of the user.

“There’s no free parking on the desktop: Keep it meaningful and fresh.” – Kate Donaho, Group Creative Director, T3

So what kind of content can hold the user’s attention every day? Are RSS feeds the key to keeping it fresh? Are there interactive games that can stand the test of time and wear out?

The Weight of the Widget, Volume I: The Next Level of Brand Engagement

As a facebook user, I can admit that as I stroll about the network, most advertising doesn’t penetrate anything more than my peripheral. Despite its close proximity to the content on my screen, it still isn’t content. And this quick assessment of what deserves my attention is second nature, much like someone watching television and switching channels the instant a commercial sneaks onscreen. We all know how the story goes: you can lead ‘em to a banner, but you can’t make ‘em click.

Enter Facebook Applications: Little gadgets that allow users to interact in unique, entertaining ways. Advertisers are fighting tooth and nail to develop these gadgets and further involve users in their brand. However, many of these applications are producing overwhelming clutter on the site and require users to solicit these apps to their peers, causing resentment among millions. But at the core of the clutter lies the key to new age brand engagement – Widget marketing.

Widgets can be defined simply as small pieces of desktop or web content that offer functions from simple weather updates to more sophisticated and interactive applications. They have recently become a popular way for marketers to not only reach their audience but also to incorporate their brand into a user’s everyday routine. Apple and Microsoft have desktop tools that feature stock tickers, news feeds and airline schedules. Google’s fastest growing products are ‘gadgets’ for its personalized start pages, or websites that allow users to customize the displayed information.


In today’s marketing world, the widget is proving its place as an effective media strategy. Such tools have been successfully weaved into marketing plans for brands like Adidas, Cingular, Sony Pictures, V05, and AT&T Wireless, along with countless others. Many sectors like financial services, automotive, and personal care are testing the widget waters, which makes one wonder just how varied the demographic for this tool is. eMarketer estimates that U.S. companies will spend $40 million this year to create, promote and distribute widgets, up from $15 million in 2007 (which was prematurely dubbed ‘The Year of the Widget’).

Not appearing to be a passing fad, widgets are used by 230 million people a day. But are widgets appropriate for every marketing strategy? Behind every brand, is there a widget waiting to happen?

Look for our next installment of The Weight of the Widget: Volume II: The Secret to a Successful Widget