What’s New

The headline above is a bit confusing, but accurate. So let’s get a definition and explanation by way of example.

When we talk about conversion on a Web site what we usually mean is that we want our visitors to the site to be converted from mere observers to something else. If you are selling gourmet dog treats you want the visitor to convert from browser to purchaser. Pretty easy, eh?

But the problem that we have with Web sites is that they do not offer the give and take elements of an in-person conversation. That means if you make a statement on your site the reader can only judge your intent by that statement and not by other elements such as your tone, facial expressions, or follow up questions and answers. If you use a phrase on your Web site that offends somebody, or does not clearly convey your meaning, then you risk a failure to convert.

Here’s and example of what I am talking about. Recently I had the occasion to investigate Web sites for small hotels and bed and breakfast inns. This was a rather fun project. One very difficult thing to do is to express the atmosphere of an inn on a Web site. Let’s say that we have a dock-side inn located in a small seaside town that has a strong historical connection to ships, shipping, fishing, and all things wet. Let’s also imagine that the inn is decorated in a nautical theme, although it could easily be decorated in something such as Early American style.

The Web site could strive to duplicate the personal experience and theme by using colors and graphical elements associated with sailing ships and world travel. Perhaps the logo might be a sailing ship combined with a compass rose. If there is a predominate color at the inn that color might be duplicated on the site. In other words our Web site becomes an extension of the inn, and if people come to the inn you want them to say, “Oh, it is just like I imagined it after I looked at the Web site.”

So far, so good. Here’s where it gets sticky.

One of the inn sites I visited used the phrase “smoke free.” “Smoke free” is a term that is in common use. In fact, it is a very standard type of phrase that we see everywhere. Because smoking now has a very negative connotation, by saying that an establishment is smoke free we are almost saying that the establishment doesn’t allow in that sort of low-class riff-raff that would stink up the place, spit on the floor, and eat the pillows.

It is different that if the operative sentence is something such as, “Because of state law we are a smoke free establishment.” In this instance the onus is on the state which causes every public space to be smoke free. It suggests that there is not necessarily a judgment against the smoker, but, hey, it’s the state, and, well, you know… that’s just the way they are.

But when an establishment simply says “smoke free” it suggests, as the TV commercials do, that if you are a smoker you stink, and that you are not welcome at the establishment. In some ways that is OK, smokers are a relatively small segment of North American society, and there are other place where they can go and contaminate the wallpaper.

Unfortunately, the Web site I was checking used not only the smoke free phrase, but another one is stunningly close proximity. The line on the site said, “Smoke free. Pet free.”

Oh, now that is really bad! This simple structure of two sentences creates a very poor impression for the visitor. Not only do they not want smokers, but they don’t want your little dog, too! Smokers stink, cat owners stink, and we won’t have any of that in here, thank you very much.

In person or on the telephone it would be possible to say to a potential customer that, “I am sorry but we don’t allow pets.” Or, “We do not have animals on the property so that our visitors with allergies will be comfortable.”

On the Web site, however, the browser misses the tone and feeling of the conversation. Still, it is possible to write a statement that is far friendlier than “Pet free.” People have very strong attachments to their furry pals, and being smoke and pet free is not making those people feel good about your inn.

The lesson here is that on a Web site every sentence, every phrase has to be examined closely for meaning and tone. You cannot risk missing a conversion because of poorly selected words.

You may be wondering if there is an easy way to offset the cost of your Web site. The fact of the matter is, the actual cost of a site isn’t very high for most businesses. You can get perfectly acceptable Web hosting in prices ranging from about $15 per month to $25 per month. There are a couple of host companies are are significantly less, but still do a perfectly good job.

Compared to the cost of electricity, gasoline, and Adobe software (ahem!) your Web hosting fees really aren’t all that much. But when you begin to add it all together it just becomes another nickel in that phrase “nickel and dime to death.” But unlike electricity and Adobe software (ahem, ahem) it is often possible to get a few bucks back on your hosting.

Many Web host companies offer you a couple of options that can help lower your fees. Once common technique are referral credits. When somebody signs up for a hosting program with your host company and tells the firm that you have recommended them, you will get a credit. This credit is often one month of free hosting. It doesn’t take many referrals for you to get a sizable chunk of your year’s hosting for free.

Another common technique is to place and advertisement on your site for your host service. Using a click-through tracking technique you may receive either credit or cash for each registration that comes through your site. You just have to make sure that the advertisement will not detract from the purpose of your own business.

The key is to ask your host if they have such programs. Usually they are listed on the host’s own Web site, so it is worth checking it out.

Does it work for me? You bet! I have one site that has received three months of free Web hosting this past year alone. That represents a 25% decrease in the yearly cost of the site’s hosting, and, as they say, that’s not bad.

This is a rather special entry because the computer I am using is somewhat unusual, even though it is famous. But, first I must note the passing of Arthur C. Clarke.

Arthur C. Clarke died last week. He is, of course, well known and respected as a science fiction author. News stories have always mentioned him in connection with 2001: A Space Odyssey. But he wrote much more than that.

Back in about 1970 or 1971 I was lucky enough to attend a Clarke lecture at the University of Puget Sound. During the lecture he discussed things such as satellites in geosynchronous orbit. These satellites would, he said, transform communications, education, and entertainment. By combining receiving dishes, solar panels, and batteries Clarke predicted that it would be possible to bring high quality education in remote villages in places such as India.

Over the years I have marveled at how all of the things that Mr. Clarke talked about came to pass. He was a true visionary and an inspiration to many. Which brings me to the computer that I am using now.

This computer is the famous XO that is made by the One Laptop Per Child program. The intention is to give these computers to children in developing countries around the world. It is a stunning piece of equipment and very kid friendly.

The XO runs on Linux and comes with a stunning collection of software for productivity, learning, and fun. Right now I am connected to the Internet by WiFi. The only trouble is that the keyboard is kid-sized so my fingers like to tap two or more keys at a time. The misspellings you see are largely due to finger size.

Because the One Laptop people have a vision of helping children through technology it is appropriate to combine comments on the XO with thoughts about Arthur C. Clarke. His 1946 idea of communication satellites, and using solar panels to power receivers, are part of the infrastructure that makes up the Internet today. The ability for children to get on the Web from remote locations is due to Mr. Clarke’s vision and the determination of people, such as those at One Laptop, who came after.