for W3c validation

I just ran across this article by CBS News talking about how websites are failing to enhance brands — at a time when it’s vital for a company to “stand out” online. How can you do better?

Their #1 tip is to understand consumer website behavior, which I couldn’t agree more with.

1. Use retail psychology. In his landmark paper on atmospherics, marketing sage Philip Kotler introduced the view that retail environments create atmospheres that affect shopping behavior (Journal of Retailing, 1973). Today, most retail stores like Target (TGT), Whole Foods (WFM) and Victoria’s Secret (LTD) rely heavily on environmental psychology research. These retailers know how to move you around the store. Apply that same science to moving visitors around your website.

Understanding and moving your online consumers is a pretty simple concept. How do you do it? Test, test, test — and measure all of your results. Make some tweaks, test some more, and measure your results. Repeat over and over.

So, is your website building your brand? Or is it just another generic “blob” on the internet?

[Photo via Shariff.org]