Try not to scare old people

It’s well documented internally that a healthy proportion of MC&C’s client base have older-than-average customer profiles, Warner Leisure Hotels and Salvation Army being two of the most apparent. Combine this fact with the continuing trend for a greater ratio of advertising response coming from online mechanisms, and you could potentially be looking at losing a greater number of responders from any campaigns undertaken – especially those which involve a web call-to-action.

Please note, I’m not in the business of slurring the advanced generations’ online abilities – I’m sure there are plenty who can use a computer a lot more effectively than I – but it is generally considered that it takes older people slightly longer to adapt to technological change. This is obviously understandable if you’re used to dealing with issues such as bill payment, communication with family and friends, or booking holidays in a set way, only to be presented with an entirely foreign method many years down the line.

In fact, the Guardian has recently revealed a fairly startling fact: “There are 7.4 million people in the UK who have never used the internet, of which 85%, (6.3 million), are aged over 55” partly demonstrating elderly peoples’ caution with regard to the channel. The internet can be a daunting place, fraught with potential pitfalls, and so to eliminate peoples’ fears, it is in online advertisers’ best interests to adapt their website to accommodate the less internet savvy.

To counter this, eConsultancy have put together a handy list of safety checks that web-designers should follow, which should enable most effective navigation amongst those who need a bit of assistance:

1.       Font size should be at least 12-point (not just for senior friendliness, but general usability)

2.       Hyperlinks should be larger than general text and well-spaced from non-hyperlink text so that they are more obvious

3.       Use different colours for visited links to aid navigation and remind people where they have previously clicked

4.       Simplify form filling (especially prevalent when assisting people through the donation or purchase process)

5.       Make error messages within incomplete forms obvious, and clearly demonstrate corrective measures

6.       Avoid major navigation changes when redesigning sites

If these simple instructions are followed, then the ease with which ‘technophobes’ can pass through the donation or purchase process is greatly increased. This will lead to increased conversion rates on the site, and it would be assumed a greater return on advertising investment. Which IS my business!

Written by Alex Prout, Digital Account Manager