The Pitfalls Of Using Technology For Technology's Sake

Being a long-time Internet entrepreneur, I have made certain
observations over time. Most people who start an online business
seem to go through certain "phases." They make the same mistakes,
and they react the same to different circumstances. All the while,
they never realize that much of this behavior sends a glaring red
signal that they are undoubtedly newbies.

There is nothing wrong with being a newbie (after all, I wasn't
born this brilliant ). But ask any novice and they will tell
you that they don't want to "appear" to be a beginner. That's why
I recently felt the need to bring attention to a typical newbie
mistake that you'll want to avoid. That mistake is using every
single piece of new Web technology you can find JUST because it
is available.

I understand the appeal of new technology. However, before loading
up yet another animated graphic or "phasing" Web page, ask yourself
a few questions.

1. Will this technology add value to my site? By "value" I mean
something that will enhance (and not clutter) your Web visitor's
experience. Other than being "cool," will the technology help
in some way?

2. Will the technology cause an inconvenience to my visitors? Will
an all Flash home page force visitors (even repeat visitors) to
sit and watch a two-minute long "movie" each and every time
they come to your site? Will tons of animated or rotating
graphics files make your home page load extremely slow? Web
surfers are very impatient people, you know. I can tell you
from experience, they won't wait.

3. Does the technology require that my site visitor "do" anything?
Will your visitors have to download any special software or
plug-ins to see your site with this new technology? If so, skip
it! It isn't worth the chance of visitors clicking away.

4. Is the technology "stable?" Is the chat program you've
installed reliable? Does that new java script work the way it
should? Does that streaming video feed skip and crash? If your
new technology doesn't perform up to speed 99% of the time, it
isn't worth causing aggravation to your visitors.

Before making any technological "enhancements" to your site, think
about your visitors. Yes, the new technology may be "cool," but if
it doesn't offer some true value to your customers, you would most
likely be better off – and more professional looking – without it.