Senior Citizens and Online Sales
Let's face it…the majority of online sales focus on the middle aged and teenagers. Most websites totally miss out on the potential online sales from senior citizens. To tap into the senior citizen potential, there are a few things you should remember while designing your website.
The Easier Your Website is to Use, the More Online Sales You'll Make
Most senior citizens just aren't as web-savvy as the younger crowd. So your website should revolve around this. The first thing to take into account is that many of them won't have the very latest versions of Internet Explorer. Simple HTML is the way to go.
Fancy Flash graphics and Active X controls will do nothing but confuse them. Every time a little window pops up, asking them if they want to install this or that software, your online sales are delayed. The user might just get disgusted and turn the computer off…eliminating any chance you had of getting an online sale.
Each page on your website should have one central idea: This is my product, and you have to click this button if you want to buy it. Eliminate as many menus as possible. Your online sales will dramatically decrease with every distraction you give them.
Bigger Text Means More Online Sales
Don't forget that senior citizens often suffer from poor eyesight. Your website should reflect this. 14 point text is generally appropriate, and will bring the most online sales (from senior citizens).
Use tables to keep your website centered so that it won't run off the edge of the screen. It also shortens the width of your sentences, so that it's easier to go from one line to the next. Finally, don't bold any words in the middle of a paragraph. The more difficult your text is to read, the less online sales you'll make.
Copy is What Makes an Online Sale
If you're selling to senior citizens, then write as if you are one. Speak their language. Maybe make a few comparisons with older products that will bring back a sense of nostalgia. Your online sales will increase as you single out your audience and speak solely to them.
It's true that there aren't as many senior citizens surfing the web as there are teenagers, but focusing on them could be the one difference that really drives your online sales…because with the smaller audience, there's also less competition.
If you feel that your attention should be on a larger crowd (30 – 60 year olds) then split the age differences in half, and design two separate websites. Statistically, online sales always increase when the content focuses on a smaller audience.
One more thing…remember that senior citizens are more protective of their information than most people. Always offer a way to give information for online sales via telephone or fax.
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