Usability and Homepage key success factors

Website Promotion Workshop:: Tourism sector

January, 2012:: Alfons van Duijvenbode

• Usability key factors• Good practices & bad

practices• Homepage key factors• Good practices & bad

practices• Assignment

Agenda

Definitions of usability

... the ease with which people can employ a tool in order to

achieve a particular goal......the perception of a target user of the effectiveness

(fit for purpose) and efficiency (time required to use) of the interface

... the ease to learn by observing and doing intuitively ...

Usability factors

• Browser compatibility• Navigation

• On every page• Always offer a ‘home’ .. … • ….and keyword search • Main menu < 9 buttons• Most important service after home• Submenu (1 level down), in main menu or left panel• Bread crumbs…• Fat footer

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A good practice…

menu

Submenu

Submenu

Mega menu

Submenu

Mega menu

Usability factors• Prioritization of space, use of prime property• “… above the fold” (60% does not scroll…)• Readability (font type, size, clutter and contrast)• Predictable (underlined, link or download..?)• Resolution (1024 x 768)

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>> Too wide…. Horizontal scrolling

Too narrow…. 800x600

The homepage secret….• Customer focused

• Match the profile and need, language, search

• Leading to completion of your goals!• Calls to action!

• Engage, excite, convince and convert your visitor into a customer (AIDAS)• Image (slider), value proposition, tagline, your main offer, social media

(video), interaction

• Build trust and pull them deeper into your site, in less than 8 seconds…• Testimonials, tripadvisor widget, member of…

A good practice…

Another good practice…

AIDASCustomer focus

Customer focus

Conversion

Another good practice…Conversion

EngagementInteraction

AIDAS

ActionCustomer focused

AIDAS Engagement

ActionCustomer focused

Video

Product offer!

…. Use of pictures

…. Use of pictures

Why important?• Images draw the attention of your visitors!• Good quality & appealing pictures create a desire to experience

Tips / suggestions• Use pictures that reinforce the message• Relate to your objectives and target groups

• show the product (detail) and the people• show the experience / action / emotion

Images / tips

Centre for the Promotion of Imports from developing countries | April, 2011

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• Image rotator (slider) for the Home • Faces draw more attention • Smart images (people follow the eyes of person)• Heat maps: http://www.feng-gui.com/ • Popular photo sharing sites: e.g. www.flickr.com • Mind copy rights / gain permission• Mind the file size and resolution: 72 PPI• Maximum of 2 to 3 standardized image sizes, e.g:

• Thumbnail: 150x150 • Medium: 300x200 • Large: 600x400

Images / tips

Centre for the Promotion of Imports from developing countries | April, 2011

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Next >

What draws your attention?Smart imaging

What draws your attention?Smart imaging

What draws your attention now?Smart imaging

What draws your attention now?Smart imaging

… and a bad practice

… and another bad practice

…. Use of pictures

Assignment