On the Web: Is Rich Media Making You Rich?

3. Simple yet effective graphical navigation tools, such as fly-out product information boxes and interactive store locator maps, make your site more interactive. Don't lose track of the idea behind such animations: They're to give visitors more control while subtly pointing them in the right direction — toward product pages and the shopping cart. Many sites still make the mistake of using flashy graphics or pop-ups that actually make the navigational experience worse. Testing is as critical as ever here.