Who is my target audience?

What type of target audience do you have? Is it a broad reaching audience or a narrow audience?

For example, I'm sure you could find a box of tissues in almost every house in the U.S., therefore if you were selling tissues you would have a broad audience. If your audience is a broad reaching one you should keep everything on your web page accessible to the general public.

Make sure your web page is compliant with all browsers. Don't use the newest technology. Your web site should be viewable on a 15 inch monitor (600 x 480). Not everyone knows that you need to scroll up and down and left and right. Keep graphics simple. Don't force them to download a plugin to view your site. And never assume that your visitor knows what to do next when they come to your home page.

In contrast if you were selling a high end graphic program (such as 3dMax) you could assume a few things. Your target audience is a narrow one. Most likely the audience looking for a high end graphic program will have a high end system: a large screen (19" or bigger), a high end graphics card which allows millions of colors and more than enough RAM (there is never enough), and the latest browsers.

Since this target audience most likely will not mind waiting to download a plugin, you can use the latest technology. You can also assume that someone looking for this product has more knowledge of computers than the average Joe. This said, make sure you know your main audience. When in doubt, don't use all the bells and whistles.

(next subtopic - What type of web sites works well and why? )

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