As a brand specialist in consumer electronics, almost every meeting I’m in with the CMO or VP of Sales they say “we’re in the technology business, so we should probably have a good website.” How many at the time of this statement have a good website? Almost zero.

But, the more important question is what is “good?” My network of web designers would probably chime in here, their viewpoint more technical than mine - but my perspective comes for years of seeing through the digital consumers eyes. The questions I often ask are:

What do we want them to see first, second, third?
What is their typical path to purchase? How can we influence that? 
How can we make them more loyal and ideally an evangelist without forcing the brand?

There are many more questions when assessing the strength of a website, but most of all, the website needs to be viewed as just a tactic. A vehicle to an end result. It’s likely not going to be bookmarked by viewers for repeat visits or create a large community of digital enthusiasts. Every choice for the website should support one goal: purchase. I’m not losing sight of the importance of receiving a positive impactful impression of the brand and feeling good about the purchase - but websites can become far too complicated and begin to fulfill the needs of marketing more than sales.

I have a long list of website criteria when directing a client’s brand, but here are three:

1. Drive a clear path to purchase. The moment the consumer lands at the site, drive them the direction YOU want them to travel, often times without them knowing. Many CE websites show a panoply of products - ranging from binoculars to digital cameras to accessories. All viable categories, but they visited for a reason, ensure they find that product. You can create more options and choices once they have become invested in the process. 
2. The website is a tactic to build the brand. There is a fine balance between the creativity of the website and driving a purpose. I believe that both can be accomplished, but branding can’t derail the process - it needs to empower it. Brand messages should be simple, subtle but above all, interesting and engaging (this is not a time to be boring.)
3. Simplify, then over simplify, then over over simplify. Do you as a marketer like to read a lot of copy and technical jargon? Do you think consumers do? Create less choices in navigation, simplify the language, speak from both a rational and emotional point of view. DON’T fall in love with your own brand online. Receive a more objective analysis by having a small group of consumers play with the site - although, they must be part of your pre-determined target for more accurate insight.

Below are two examples of these three criteria and how they measure:

Olympus Product Page

Olympus tries to embrace #1, but falls very short on #2 & #3. With many different SKUs and an overwhelming amount of copy, pictures and branding messages, I feel exhausted after looking through a couple pages. They also have several partnerships (or at least logos) that don’t drive clear associations: US Open Tennis, YouTube, National Park Foundation.

Pentax Home Page

Pentax falls short on #1 and over embraces #2 and #3. It took several clicks for me to get to the camera I was looking for and I was derailed by looking into the Pentaxian community. I found the community briefly engaging but it didn’t lead me anywhere, such as BACK to the purchase. This is a clear example of falling in love with your own brand and not driving home the purpose of the site. I applaud the depth and definition of their branding campaign, but don’t believe the vehicle is used most effectively.