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Web marketing focuses on web users’ needs, wants and expectations. This is necessary to create, establish and develop mutually beneficial relationships between website owners and web users. Most frames do not meet the criteria for the following reasons. Needs Web users need to easily access information. With frames, the web site structure can take precedence. It slows down the web user and even detract from the contents.
Wants Most web users (80%) rate ease of navigation as a very important factor in determining which sites to visit (Consumer WebWatch 2002). Frames is a designer’s tool that often adversely affect the interface. Expectations Web users expect frames to fit the conceptual model of the web where each page has a unique address. When frames are displayed within the frameset, they lose their URL.
When taken out of
context—without the frameset—they are difficult to identify without the other
sections such as the logo, banner, navigation bar, etc. Other marketing arguments against frames By using frames, you may Assume target market’s knowledge of frames Not everyone understands and knows how to navigate with frames. Printing, bookmarking and scrolling can cause confusion and frustration for inexperienced web users. Prevent repeat visits Some sites will not bookmark successfully and therefore, visitors may not be able to retrace your URL.
Reduce the market size Frames can turn away readership. Noframes advocates and web users who can’t use frames for various reasons (eg palm tops) will not visit you. Ignore branding opportunities Your corporate identity (eg logo, tagline) may not be captured when the content frame is printed. Furthermore, the frame containing your corporate identity may be missing whenever the user arrives at your site from a link, search engine, bookmark or any other entry point other than the homepage. Restrict advertising opportunities The web user can choose to print only the frame containing the contents. Consequently, the advertisers’ and sponsors’ banners in the other frames will not benefit from an offline promotion on the printed document.
Prevent email promotion "Email this article to a friend" is the internet ‘word of mouth’ providing a personal recommendation to your page. Frames do not facilitate this free publicity. Promote customer dissatisfaction Frustration due to frames shortcomings inhibits customer satisfaction. Jeopardize your credibility Some customers perceive that frames do not provide security. They are worried that hackers use credible framed sites to display unauthorised content . Although web designers have upgraded security, establishing trust takes time. Food for thought Given the choice, how many web users would chose frames instead of a noframes option? · How many web designers do a pilot test with their frames?  What's
good about frames Why do
web users hate frames
© Henriette Martel
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