content page design best practices - lukewstatic.lukew.com/contentpages_lukew_04072008.pdf1 1...
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CONTENT PAGE DESIGN BEST PRACTICES
LUKE WROBLEWSKI IASUMMIT, APRIL 2008
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Luke Wroblewski
Yahoo! Inc. • Senior Director, Product Ideation & Design
LukeW Interface Designs
• Principal & Founder
• Product design & strategy services
Author • Site-Seeing: A Visual Approach to Web Usability
(Wiley & Sons) • Form Design Best Practices (Rosenfeld Media) -
Upcoming • Functioning Form: Web applications, product
strategy, & interface design articles Previously
• eBay Inc., Lead Designer
• University of Illinois, Instructor • NCSA, Senior Designer
http://www.lukew.com
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NCSA in 1995
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A few years later…
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We optimize for this. Web content lives in this.
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Site Hierarchy Web Ecosystem
Thanks to Tom Chi for the types!
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Site Hierarchy Web Ecosystem
5% 95%
85% 15%
Your situation may vary.
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Understanding this context…
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Communication
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Communication
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Communication
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Communication
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Display Surfaces
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Display Surfaces
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Content Creators
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Content Creators
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Content Aggregators
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Content Aggregators
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Content Aggregators
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Search
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Search
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People come from different contexts…
What happens when they arrive?
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CONTENT
CONTEXT
RELATED
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CONTENT
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Keep links & titles in synch
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24% CONTENT 76% SITE OVERHEAD
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Make content your focus
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31 Squidoo Eye-tracking study (by etre)
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No Clear Hierarchy
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No Clear Hierarchy
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Visual Hierarchy
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People don’t stay long.
• Across 650,000 URIs tested
• 25% of all documents were displayed for less than 4 seconds and
• 52% of all visits were shorter than 10 seconds
• Peak value was located between 2 and 3 seconds
Source: Clickstream Study Reveals Dynamic Web, Weboptimization.com
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Keep it short.
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Short Attention Span Theater
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BEST PRACTICES
• Deliver on promises made (even if you don’t make them)
• Favor visual hierarchy over site hierarchy
• Short, concise, and scannable provides the option for further engagement
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RELATED
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Spare us your site map
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Access to everything. Always.
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Access to what matters now.
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Related detours
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Related Actions
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Related Content? No Problem.
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Decision Paralysis
When faced with a higher number of options, less people end up making a choice
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Decision Quality
When presented with too many options, people don’t use difficult criteria to decide. They choose what’s most simple.
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“They choose what’s most simple.”
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People are great at tuning things out.
Source: Nielsen/Norman Group images, USC Annenburg
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People are great at tuning things out.
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Getting related calls to action noticed.
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Getting related calls to action noticed.
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If you don’t see it, you won’t click it.
• On search results pages…
• Decreased viewing has big impact on click-through
• If viewing of a link falls from 80% to 60%
• The initial probability the link will be selected falls by over 50%
Source: EyeTools Google Checkout Addendum, SendTec, Inc.
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BEST PRACTICES
• If you make good on content, related calls to action (CTAs) are welcome
• Limit the number of choices people have to make
• Think through the presentation of related CTAs
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CONTEXT
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We find that people quickly evaluate a site by visual design alone. Design your site so it looks professional (or is appropriate for your purpose)
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Source: Stanford Guidelines for Web Credibility.
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Who you going to trust?
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Who you going to trust?
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BEST PRACTICES
• Utilize the minimum amount necessary to set site context
• Build immediate credibility through the presentation layer
• See if you can leverage the origin
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RELATED
CONTEXT
CONTENT
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For more information…
• Functioning Form • www.lukew.com/ff/
• Web Form Design: Filling in the Blanks • 15% OFF!
• IAS08WFD
• Site-Seeing: A Visual Approach to Web Usability • Wiley & Sons
• Drop me a note • luke@lukew.com
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