Showroom Advantage - Pros and Cons of Flash
Well designed Flash presentations can provide eye catching animation,
and in the hands of a talented Flash artist, can set
a mood or make a marketing point in dramatic fashion.
When should Flash be used?
- Banner ads for your product on someone else's web site
- Internet games
- Internal corporate applications where it is guaranteed that all
users have high speed connections.
- Top end corporate web sites that promote a brand, rather
than selling an individual unit of merchandise.
- A Flash element on a web page draws attention to itself. On an
eCommerce site, you want the visitor to instead quickly
move to browsing through your product offering. Since
a Flash element can not and should not comprise your
product offering (the vehicles in your inventory),
it is out of place
on an auto dealer web site.
- Flash elements are large files that must be downloaded by your
customer's browser. Thirty-six percent of your customers still
not have broadband internet access. I'll leave it
up to you - Do you think its a good idea to make loading
your home page a time consuming and frustrating experience
for more than one third of your potential customers?!?
- Many internet users, especially middle aged users, are irritated
by extraneous animation on web sites. As a result,
a fair number of them actually turn off the ability
of their browser to display Flash elements. If a Flash
element happens in any way to be integral to the operation
of your web site, then your web site is unusable by
these potential customers. Any important message contained
is completely lost.
- Flash elements are more costly to produce than standard graphic
and HTML elements. This is why many web development
companies love to use them. They get a higher billing
rate for Flash production, and it stretches out their
billable hours. Since Flash elements actually damage
the effectiveness of an eCommerce web site, a web developer's
insistence on heavy use of Flash elements is an unconscionable
conflict of interest.
You don't have to take my word for this. Just visit the largest
and most successful eCommerce web sites, such as Amazon.com,
BestBuy.com, Buy.com, CircuitCity.com, OfficeDepot.com, or
Of those six industry leading eCommerce web sites, you'll find exactly
two flash elements among all six home pages, and those
two elements are very subdued.
Flash technology reminds me of a point made in the movie Jurassic
Park, which poses the thought (para-phrased): "Some people
spend so much time discovering if they can do something,
they forget to question whether or not they should do