The older you get, the less impressed you are by flashing lights and animated images. In fact, research shows that flashing pictures disrupt older people's concentrations and make it difficult for them to make decisions.
2. Simplify the message.
Don't try to cram a library of information onto your website. Rather, highlight the core of your message using clear, everyday language. Steer clear of tech or industry jargon that older users may not be familiar with. Some experts also suggest couching your message in positive terms.
3. Offer information rather than making the user search for it.
"The navigation should anticipate the user's questions and provide a simple way for [him or her] to get answers," says Dick Stroud, an expert in online marketing to aging boomers. "Provide the information to aid in making the decision, and clearly label it (for example, 'Which Product May Be Right for You?')."
4. Market to their lifestages.
Focusing on lifestages such as grandparent, parent, or empty nester allows the marketer to connect with boomers without focusing directly on age.
