The unexpected is fine in advertising but avoid confusing your viewers on your website.
Over the years, website viewers have been taught to expect certain things to happen when they perform certain actions.
It might sound over-simplistic, but when they click on a link, they expect to be taken to a website. Seems reasonable. And yet time after time, we see websites where something else happens. Fall into this trap on your website and you have confused, and therefore probably lost, your viewer.
One of the most common is the contact us link which opens a blank email. Do this and you have irritated your viewers. They were probably looking for your phone number or even your mailing address. Just because they are visiting the internet branch of your website that doesn't necessarily mean that the only way they want to contact you is by email.
Another frequent mistake is to open a PDF without first warning your viewers, the same with links opening in a new window. Popup or pop under windows will send people back to their Google search.
One of the worst things which can confuse your viewers is inconsistency in the navigation of your site. This will certainly drive your viewers nuts.
And remember, your website viewers believe that your website is a reflection of your company. Confuse them on your site and hey are not going to do business with you.
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