I was talking to a friend about redesigning her organization’s site and she referred me to this interesting link comparing the ability of the Obama and McCain site designs to move users to action.
It’s a good write-up that makes clear the goals that we are often dealing with, particularly with nonprofits that have multiple ways to get involved (volunteer, donate etc).
The article is a visual blow-by-blow comparison of the Obama v. McCain sites—with the predictable conclusion that the Obama Web site was doing everything correctly. A pull-out of some of the highlights:
- Smart Design Guides Eyes to the Most Important Content…
- …While Too Many Elements Confuse
- A Consistent Look Encourages Readers to Consume More Information…
- …And an Inconsistent One Can Drive Them Away
- Subtle Visual Cues Can Reinforce the Brand…
- …Or Confuse It Altogether
- Easy-to-Use Tools Encourage Participation…
- …But Difficult Ones Inhibit
- Prominent Links to Social Networks Drive Viral Marketing…
- …But Limited Options Kill the Potential
Read the full article: Obama v. McCain – Online!
Tags: call to action
