Chick Articles

Website Usability – What exactly does that mean to me?

Written by Amy Seagram “Chicks” Creative Director on April 9, 2008

Spring has inspired me to dig out the BBQ, clean up the lawn �" and to re-focus my attention on Website usability �" or as a "Chick" would define it �" the way a website's creative and navigation leads consumers to interact with a website. Why is this important you ask?

Many sites have been online for some time now and could use a little (or a lot of) revamping. I know you have seen one of the sites in question �" and possibly many of them. And many out there don't want to admit that there are pages on their site that aren't quite as effective as they should be.

Website usability is one of the most important steps in developing or re-developing your website. If visitors are unable to navigate quickly and easily through your site, you will lose them within seconds. Unlike other advertising mediums, the web is fast and needs to give viewers what they're looking for at the exact moment that they are looking for it! If a consumer is looking for a phone number or a specific product, and it's not located in the correct spot �" that consumer is likely to abandon the site and begin another search.

Website Usability 101 �" these are the basics:

1. Make sure that the viewer is able to quickly identify what your site is about. (logo placement at the top left "hot spot" where eyes generally go first is key)

2.The navigation and key placement of items such as logo, telephone number, important messages, imagery and a call-to-action are placed in prime real estate areas of your site.

3. Keep in mind that usability does not end with the Home Page �" create a "link path" or a series of keyword hyperlinks that make it easy for a searcher and a search engine to navigate through your content.

4. Add a site map and a search tool

5. Through the use of eye tracking and heat maps researchers have come to a few conclusions on prime areas of a web page, I mention the basics below.

Logos are usually in the upper left corner; a call-to-action can reside underneath the logo, across the top of the page or in the upper areas of the left or right side; telephone numbers - especially if your business relies on customers calling to close a sale. The phone number should be in a prominent area at the top of the page, at least above the fold (the area that lies within the browser window without having to scroll) in the upper right or centre of the header depending on design.

The Imagery: if possible use human faces (research has shown that people tend to stay longer on these pages) and try to use them in the header of your site or with a call to action; important messages should be central and have a fair amount of "white space" around them to help them stand out. (if you can't use human faces �" we suggest you try a cute yellow chick!)

The Navigation: If your site can get away with one horizontal menu bravo, for more extensive and larger sites you may need to add an additional vertical menu down the left side. Be consistent with menu placement throughout the site. Be direct when naming your links/menu items; "Testimonials" instead of "Hear what our happy customer's think of us", "Map" instead of "Finding your way to our inn", be clear.

Make sure that you have a hierarchy in place, place your biggest message or promotion in a prominent area using larger, bolder, more colourful text/images; less important items can be in a smaller, plain font to the right or below your main message. Also �" remember to add a prompt back to HOME from the main navigation.

When creating your "siteplan" (a "family tree" so to speak of your web pages) keep in mind that like items should be kept together, and if something seems out of place on a page create a new page with a link that makes sense leading to it.

Pay attention to your internal linking strategy (keyword hyperlinks that link to relevant places of content within your site) which can be very useful in leading viewers through your site.

Keep your body copy to a minimum! Hire a web writer if possible. If not, edit, edit and then edit again. You can pretty much take whatever was written, cut it in half and then cut it again. Remember, you only have a few seconds to get the attention of your viewers, make sure your message is to the point. And if you can't do that we know A Couple of Chicks that can help you out!