Research Insights into Web Design

by Winnifred Knight & Luisa Mazinter of theMARKETINGSITE.com


The art and science of web design has evolved at a rapid pace over the last few years and we would like to share with you a research survey that has just been released looking at what works and what doesn't on the web.

The study by Perception Research Services (PRS), has confirmed that all of us (marketers, designers, and researchers) have a lot more to learn about creating excellent Web experiences for customers/visitors. However, their research has revealed several fundamental insights that are applicable to most, if not all, Web marketing and design efforts.

Starting at the Home Page
As you might expect, a good deal of PRS's research has focused on home page content and design. As an adjunct to "traditional" usability testing, they've used an eye-tracking technology to document viewing patterns and to uncover exactly what people see (and ignore) as they visit home pages.

The most important knowledge they have gained is actually quite intuitive, but often ignored by Web marketers. They found that people nearly always visit Web sites for a specific purpose and they are not inclined to browse until after they have completed their intended task (e.g., checking a stock quote, finding a product, getting a recipe). Therefore, efforts to market to people on the home page (via links and banners) are likely to be ignored. In fact, most visitors spend less than 10 seconds viewing homepages, typically starting in the middle of the screen (with the dominant graphic or visual element) and working their way left toward the search engine and/or navigation bar. Unfortunately, the overwhelming majority of visitors never return to the home screen once they have left it to complete their intended task.

This finding draws into question the design strategy of most Web marketers, which is to cram as many links / messages as possible onto the home page, since this screen typically receives the most visits. When you consider the sheer number of elements on most home page screens - and the limited time people spend there - it is obvious that most links are never seen/considered.

PRS's research suggests that Web marketers and developers would be best served by:

* Clearly emphasising three to five links on the home page. People typically will not take the time to read through a "laundry list" of 10 to 12 site features. In addition, a cluttered screen is likely to discourage involvement and hinder usability. On a home page, less is more in terms of engaging visitors and getting your
key messages across.
 
* Using visual icons to draw attention to these primary links. In their studies, PRS has repeatedly found that links with accompanying visuals (e.g., logos, icons) are far more likely to be considered than those without a visual treatment. Predictably, however, if each link on the screen is treated this way, the
effect/impact is lost.
 
* Positioning key messages above the fold, but below the top banner. Their research confirmed the fact that many people never scroll below the initial screen-viewing area. However, they also found that many people have trained themselves to ignore the top banner of Web screens, on the assumption that it will contain advertising. In most cases, people begin their viewing below this top banner (in the content area) and never bother to move upward.
   
* Positioning the navigation bar on the left side. Their studies suggest that the left-column navigation bar is what visitors are most familiar and comfortable with. It is where people now naturally gravitate, rather than to the top banner. Interestingly, this gravitation to the left has made visitors ignore the items in the far right-hand column of the screen.

The "Moment of Opportunity"
PRS has repeatedly seen that the moment of opportunity comes immediately after a person has satisfied his or her primary reason for visiting. At that moment, after the visitor has collected a recipe, placed a trade, or gathered product information, he or she can decide to leave or take a few minutes to explore other features of the site.
Assuming the site has served the objective, it's also likely that the visitor is somewhat favourably disposed toward the site or company. Unfortunately, it is at this point (occasionally referred to as "the seductive moment") that most Web sites fail. Rather than communicate a compelling reason to stay, many sites leave visitors with only a
navigation bar and/or a text link back to the home page. By failing to send a call to action ("Did you know that we also offer..."), a company throws away an excellent opportunity to make its site more "sticky" and move visitors beyond short, single-function visits.

To read the full article on what PRS suggests you do to improve the usability of your web site, click here.

Take care and remember, the Internet as a medium and channel of distribution will continue to drive commerce into the future - make the most of it to ensure that it contributes significantly to your bottom line.

Winnifred Knight and Luisa Mazinter, email winn@themarketingsite.com or phone 082 575 9922

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