Web Usability Report. Part Two
Apr 26th, 2008 by admin
After completing the web usability tasks described in the previous entry, start reviewing all presentation pages of the first level. Usually, when the information architecture of the web site has been built correctly, these pages are called Home, About Us, Contact Us, Services, Products, etc.
Look with a fresh eye at the layout of these pages and figure whether these pages are too cluttered or not. Sometimes even when the navigation is fine, web pages of the first level can be one big mess and it is hard to figure out the usefulness of various sections. Also search for obsolete pieces of information - you will find plenty of it, because owners always have problems with updating textual material and images in an orderly manner. There will be all kind of problems with the copy and sometimes many “read more” links, which are going to be bad for your next stage search engine optimization analysis.
Carefully, go through all web forms and other means of interactive communication with potential clients on the first level. Web forms very often are prone to all kinds of errors. If they don’t deliver information properly to the owner, this may be a big issue. We usually find a gazillion of problems with JavaScript validation of the forms, or MySQL database connection on the page.
Another important thing to watch for in the forms of Contact, Services and/or other pages is general look of the form and the logical flow of text fields. I will try to clarify this more. We often hear client’s complaints that although the forms are working fine, he can’t get a single lead out of them. During web usability analysis we check these forms and see problems related to user’s experience.
For example, a dozen of text fields that the visitor is supposed to fill up. Or requests for somewhat private information, that Internet visitor would not want to reveal. Web site owners tend to forget that the forms should not be huge. They should contain a delicate request that supposedly will get the permission of the visitor to open a line of communication and start a dialog. When the visitor completes his site browsing and wants to contact the site owners for whatever reason, he should be guided tactfully to the contact form that does not try to collect all-encompassing information but asks for general data and, maybe offers to subscribe to the site’s newsletter or download a free electronic book or a catalog.
Tactful dealings with the visitor will increase the conversion rates of the web site. And the opposite is also true - if the visitor will consider that the forms are too prying, he/she will experience a major turn off and can even spread negativity about your site and reference this experience to other potential clients, blogs, forums.
