The family and I went to see the ICE exhibit at the Gaylord Palms Hotel here in Orlando this weekend. It was a great opportunity to get in the Christmas spirit and have a fun family day out. Upon entering the convention hall there was quite a line to visit the attraction so we opted to get some lunch and let the line die down a bit. After forking over 60.00 for three sandwiches we hoofed it back over to the exhibit and even picked up our tickets through a kiosk prior to entering the line. The line had died down a bit and we began the journey. Upon the first glance, it looked as though we would be experiencing freezing temperatures within minutes, BUT, it was an optical illusion.
The line zigged, zagged, zigged again, then zagged. You get the idea. Even the cheesy Christmas trivia questions displayed on the huge monitor couldn’t make the time go by any faster. After about an hour of being herded through the maze, we entered the ‘holding room’. I thought we were on our way, but NO. A video showing you what you are going to experience in a ‘few’ minutes. The video was over and then we were ready, led into another room and BAM: Another video again, showing us what we would be experiencing. UNREAL. Finally, the moment happened and we experienced the exhibit. It was worth the wait, but the route to get there was a bit ridiculous.
Do you lead your web visitors through mazes, pointless content etc.? If you are selling a product or service on your website, make sure that your visitors don’t need to wade through tons of ‘stuff’ to reach the final goal… Yes, content is king for the search engines, and educating your prospects is crucial, BUT, Lead your guests to that ultimate goal. The old rule of thumb in e-commerce is three clicks to a sale: if your visitor gets side-tracked, they potentially run the risk of bailing out on your site and going somewhere else for that product or service.
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