WEBSITE USABILITY
by Carla Reis | August, 2006
Developing User Friendly Websites
Nothing can make your website visitor happier than finding a user-friendly website where information can be easily found will not only make your site visitors happy, it will give your company a competitive advantage when it comes to sales and findability.
As Search Engine Marketing evolves user behaviour is being studied to better understand search pattern and preferences. This statistical analysis is also used to develop more effective websites and conversion centered Landing Pages. Conversion centered Landing Pages are designed to lead the visitor to a specific conversion (e.g. contact the company, download a trial, sign up for a newsletter, etc.).
Studies have shown that a typical user decides within four seconds if a web page is worth investigating. If the visitor clicks “BACK” right away without viewing other page, the result is a classic “one page visit”. These occur most often when a site is difficult to navigate, if the message is not clear, if the image is not professional or, if the site has poor “call to action” features. In an effort to minimize these “one page visit” let’s review what you should avoid on your website
Getting Lost - How effective is your navigation?
First: Be Consistent. The main navigation should follow conventions, being well visible at the top of every page. It should also be consistent - the same sequence of links should follow on every page on your site.
Second: Be Clear. You should not make any assumptions about how your visitors will behave once they land on your website. Nor should you assume that a visitor will start on your home page. Your site navigation should consist of full main navigation at the top, support navigation at the bottom, an indication of where your visitor is and, a list of the page hierarchy – commonly known as ‘bread crumbs’ (e.g. “You are here” : Home > Products > Appliances).
It is good practice to link your logo (which should be placed at the top lefthand corner) to your home page. This has become a standard rule in website design. Also, offering link support on every page will ensure your visitor will never have to click the “BACK” button to navigate your site.
SEO First, Website Development Second
One of the biggest website myths is that you should begin a SEO campaign AFTER your website is online. This approach often causes frustration to the site owner because many times the newly developed site is not compatible with search engines, creating what is known as an “invisible website”. To remedy this problem, a SEO consultant will recommend a complete overhaul of the site to ensure it is properly indexed in the search engines’ database.
Since it is a considerable investment to develop a website, you want to have it done right the first time. So hire a SEO expert to design and develop your website or to at least work on your behalf as a consultant with your website design company.
Summary: There is nothing worst then trying to guess your way around a website! A well designed website will not only portray a professional image of your company, it will minimize “one page visits” and increase conversions. Strong link structure also ensures that visitors navigate well within your website, staying longer and following an easy path to your desired conversion 
Carla Reis
President
Quest Quality Solutions
www.questqualitysolutions.com
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Copyright 2006 - Quest Quality Solutions.
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