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The 50-Plus Blind Spot
Most web sites are built by the young for the young and take little account of the special requirements of older people. This might be acceptable for a web site exclusively used by young people, but it is naïve when sites attract visitors of all ages. It is marketing madness when the majority of customers are 50 or older.
First published in CRM guru magazine (US) March 2006
Extract from the article
Lexus was the clear winner of J.D. Power and Associates’ recently released 2006 Web Site Evaluation Study. The number of people giving the site a low score was the smallest percentage ever recorded. Volkswagen’s web site received the worst score.
A brief inspection of the Lexus web site (www.lexus.com) shows it to be simple, easy to use, well organized and designed around answering the questions a prospective purchaser would ask. It is unremarkably professional.
The Lexus site is low on animation and high on facts. In general, this is a good combination for Boomers.
The VW web site is packed full of animation and clever imagery, with lots of dynamic navigation. The site contains all the information car purchasers require—if they have the time, patience and inclination to look.
Web designers will love the site; clearly, car purchasers don’t.