the impact of usability on your website
DESCRIPTION
Visitors to your website shouldn't have to work very hard to find the information for which they are looking. However, as website owners, it is easy to forget that not everyone understands our product, be it widgets, jewelry, insurance, or health services, for example. Unfortunately, what may be obvious to you, may be confounding to your customers or potential customers. At this class, we will discuss the impact of usability on customers and how your website and website content should be crafted for your customers and/or potential customers, not for ourselves. Isn't it time to be more helpful to your customers and potential customers? Wouldn't you like to guide them through your website to help them find the information or products they want? Ready to stop making usability mistakes that might be costing you a return on your investment? Topics Covered What are "usability" standards and practices? Understanding your website visitors and what they are looking for Content layout and formatting Writing to engage visitors Online reading patterns & increasing readability Using images Search and navigation Making your content and website shareable via social media Contact Ally to sign up. (509) 252-5060TRANSCRIPT
![Page 1: The impact of usability on your website](https://reader034.vdocument.in/reader034/viewer/2022051819/54c7e00e4a795999488b4626/html5/thumbnails/1.jpg)
The Impact of Usability on Your Website
Allyson Shoshana, Project Manager, Design Spike®, Inc
![Page 2: The impact of usability on your website](https://reader034.vdocument.in/reader034/viewer/2022051819/54c7e00e4a795999488b4626/html5/thumbnails/2.jpg)
Agenda
■ What’s usability?■ Understanding visitors to your website■ Writing & formatting for the web■ Images & layout■ Search & navigation■ Social media
![Page 3: The impact of usability on your website](https://reader034.vdocument.in/reader034/viewer/2022051819/54c7e00e4a795999488b4626/html5/thumbnails/3.jpg)
What is Usability?“Usability is all about making a website easier to use for a customer…creating a usable website will make customers happy…[and] will make you more money
as a website owner.”Neil Patel – Crazy Egg
![Page 4: The impact of usability on your website](https://reader034.vdocument.in/reader034/viewer/2022051819/54c7e00e4a795999488b4626/html5/thumbnails/4.jpg)
Why do you care?
■ 94% of people reject a website based on bad design○ Only 6% of rejections were content related
■ 75% of people will leave your site for a competitors if they can’t find what they want quickly
■ 88% will not return
![Page 5: The impact of usability on your website](https://reader034.vdocument.in/reader034/viewer/2022051819/54c7e00e4a795999488b4626/html5/thumbnails/5.jpg)
Photo from NOTCOT.com
![Page 6: The impact of usability on your website](https://reader034.vdocument.in/reader034/viewer/2022051819/54c7e00e4a795999488b4626/html5/thumbnails/6.jpg)
Photo from Optimum7.com
The Commandments of Website Usability According to Will Hall
![Page 7: The impact of usability on your website](https://reader034.vdocument.in/reader034/viewer/2022051819/54c7e00e4a795999488b4626/html5/thumbnails/7.jpg)
Thou shalt not forget mobile users
■ 45% of companies rely on desktop sites only■ 25% of web users only use smart devices■ Some say by 2014 mobile internet use will trump desktop■ Local mobile searches will exceed desktop by 2015 ■ Mobile traffic is increasing by 3.5% per month
![Page 8: The impact of usability on your website](https://reader034.vdocument.in/reader034/viewer/2022051819/54c7e00e4a795999488b4626/html5/thumbnails/8.jpg)
The 10 Commandments of Website Usability According to Will Hall
![Page 9: The impact of usability on your website](https://reader034.vdocument.in/reader034/viewer/2022051819/54c7e00e4a795999488b4626/html5/thumbnails/9.jpg)
The 10 Commandments of Website Usability According to Will Hall
![Page 10: The impact of usability on your website](https://reader034.vdocument.in/reader034/viewer/2022051819/54c7e00e4a795999488b4626/html5/thumbnails/10.jpg)
The 10 Commandments of Website Usability According to Will Hall
![Page 11: The impact of usability on your website](https://reader034.vdocument.in/reader034/viewer/2022051819/54c7e00e4a795999488b4626/html5/thumbnails/11.jpg)
Thou shalt make links obvious
■ Users scan pages for links “What can I do next?”■ Use a color that is reserved for clickable links only■ Change color of visited links
Bonus: use appropriate link text: “Download Map” vs “Click Here”
Warning: don’t overuse keywords text as link text
![Page 12: The impact of usability on your website](https://reader034.vdocument.in/reader034/viewer/2022051819/54c7e00e4a795999488b4626/html5/thumbnails/12.jpg)
The 10 Commandments of Website Usability According to Will Hall
Watch this link!
![Page 13: The impact of usability on your website](https://reader034.vdocument.in/reader034/viewer/2022051819/54c7e00e4a795999488b4626/html5/thumbnails/13.jpg)
The 10 Commandments of Website Usability According to Will Hall
![Page 14: The impact of usability on your website](https://reader034.vdocument.in/reader034/viewer/2022051819/54c7e00e4a795999488b4626/html5/thumbnails/14.jpg)
The 10 Commandments of Website Usability According to Will Hall
Nothing happened, did it?
![Page 15: The impact of usability on your website](https://reader034.vdocument.in/reader034/viewer/2022051819/54c7e00e4a795999488b4626/html5/thumbnails/15.jpg)
Thou shalt use high-contrast text
■ Your content is your message; make it readable■ Difficult reading > frustration > negative association with
brand■ Not just elderly: poor screens, lighting■ What does your site look like in greyscale?
Bonus 1: Backgrounds behind text: only when fadedBonus 2: contrastrebellion.com
![Page 16: The impact of usability on your website](https://reader034.vdocument.in/reader034/viewer/2022051819/54c7e00e4a795999488b4626/html5/thumbnails/16.jpg)
The 10 Commandments of Website Usability According to Will Hall
![Page 17: The impact of usability on your website](https://reader034.vdocument.in/reader034/viewer/2022051819/54c7e00e4a795999488b4626/html5/thumbnails/17.jpg)
The 10 Commandments of Website Usability According to Will Hall
![Page 18: The impact of usability on your website](https://reader034.vdocument.in/reader034/viewer/2022051819/54c7e00e4a795999488b4626/html5/thumbnails/18.jpg)
Thou shalt use clear navigation
■ Be conventional (seriously)■ Be terse■ Use your words, not your icons (mystery meat navigation)■ Streamline (minimize items)■ Highlight current nav item > reinforce user’s model of site
structure
Bonus: reinforce navigation with breadcrumbs, headings
![Page 19: The impact of usability on your website](https://reader034.vdocument.in/reader034/viewer/2022051819/54c7e00e4a795999488b4626/html5/thumbnails/19.jpg)
The 10 Commandments of Website Usability According to Will Hall
![Page 20: The impact of usability on your website](https://reader034.vdocument.in/reader034/viewer/2022051819/54c7e00e4a795999488b4626/html5/thumbnails/20.jpg)
The 10 Commandments of Website Usability According to Will Hall
![Page 21: The impact of usability on your website](https://reader034.vdocument.in/reader034/viewer/2022051819/54c7e00e4a795999488b4626/html5/thumbnails/21.jpg)
Thou shalt not commit the sin of visual noise pollution
■ Too long to find what you are looking for■ Your customers will leave and shop elsewhere■ Visitors get lost■ Not scannable■ Ugly
![Page 22: The impact of usability on your website](https://reader034.vdocument.in/reader034/viewer/2022051819/54c7e00e4a795999488b4626/html5/thumbnails/22.jpg)
The 10 Commandments of Website Usability According to Will Hall
![Page 23: The impact of usability on your website](https://reader034.vdocument.in/reader034/viewer/2022051819/54c7e00e4a795999488b4626/html5/thumbnails/23.jpg)
The 10 Commandments of Website Usability According to Will Hall
![Page 24: The impact of usability on your website](https://reader034.vdocument.in/reader034/viewer/2022051819/54c7e00e4a795999488b4626/html5/thumbnails/24.jpg)
Thou shalt not veer from thy site’s established typography
■ Too many fonts, too distracting■ Not readable■ Confuses visitors■ Visitor cannot figure out what content is valuable and what is
not
Bonus: avoid “bad” fonts; don’t use display fonts in body text
![Page 25: The impact of usability on your website](https://reader034.vdocument.in/reader034/viewer/2022051819/54c7e00e4a795999488b4626/html5/thumbnails/25.jpg)
The 10 Commandments of Website Usability According to Will Hall
![Page 26: The impact of usability on your website](https://reader034.vdocument.in/reader034/viewer/2022051819/54c7e00e4a795999488b4626/html5/thumbnails/26.jpg)
The 10 Commandments of Website Usability According to Will Hall
via Laura Jean Karr
![Page 27: The impact of usability on your website](https://reader034.vdocument.in/reader034/viewer/2022051819/54c7e00e4a795999488b4626/html5/thumbnails/27.jpg)
So, what’s your website visitor looking for?
Image via University Of Mexico
![Page 28: The impact of usability on your website](https://reader034.vdocument.in/reader034/viewer/2022051819/54c7e00e4a795999488b4626/html5/thumbnails/28.jpg)
Ask Yourself:
■ Who’s your customer?■ What do they want from you?■ What service do you provide to them?■ What do you want them to do once they get to your site?■ How is your content helping them?■ Is your website about you, or them?
![Page 29: The impact of usability on your website](https://reader034.vdocument.in/reader034/viewer/2022051819/54c7e00e4a795999488b4626/html5/thumbnails/29.jpg)
Humans don’t read,On the web that is
■ 79% scanned■ 16% read
Why should you care?
Well………they’re ignoring most of what you think they are reading.
![Page 30: The impact of usability on your website](https://reader034.vdocument.in/reader034/viewer/2022051819/54c7e00e4a795999488b4626/html5/thumbnails/30.jpg)
The 10 Commandments of Website Usability According to Will Hall
![Page 31: The impact of usability on your website](https://reader034.vdocument.in/reader034/viewer/2022051819/54c7e00e4a795999488b4626/html5/thumbnails/31.jpg)
We spend 69% of our time staring at the left side of your
website
We spend 80% above the fold (wherever that is, these days)
![Page 32: The impact of usability on your website](https://reader034.vdocument.in/reader034/viewer/2022051819/54c7e00e4a795999488b4626/html5/thumbnails/32.jpg)
So what’s a website owner to do?
■ Important content goes first (paragraphs & sentences)■ Skip the fluff - NO ONE READS IT■ Capture their attention, fast■ Don’t center text (this drives Will crazy) ■ Keep headers left
![Page 33: The impact of usability on your website](https://reader034.vdocument.in/reader034/viewer/2022051819/54c7e00e4a795999488b4626/html5/thumbnails/33.jpg)
Are you writing for the web, or for
yourself?
■ Visitors read less than 20% of the words
■ Higher literacy = more the scanning, SNAP!
■ Lower literacy = more plowing through the text
![Page 34: The impact of usability on your website](https://reader034.vdocument.in/reader034/viewer/2022051819/54c7e00e4a795999488b4626/html5/thumbnails/34.jpg)
Formatting Content:Use Headers and SubHeaders
![Page 35: The impact of usability on your website](https://reader034.vdocument.in/reader034/viewer/2022051819/54c7e00e4a795999488b4626/html5/thumbnails/35.jpg)
Formatting Content:Include Keywords in Headers or Bold Text
![Page 36: The impact of usability on your website](https://reader034.vdocument.in/reader034/viewer/2022051819/54c7e00e4a795999488b4626/html5/thumbnails/36.jpg)
Formatting Content:Use Numbered or Bulleted Lists
![Page 37: The impact of usability on your website](https://reader034.vdocument.in/reader034/viewer/2022051819/54c7e00e4a795999488b4626/html5/thumbnails/37.jpg)
Formatting Content:Use Significant Words in Headings
![Page 38: The impact of usability on your website](https://reader034.vdocument.in/reader034/viewer/2022051819/54c7e00e4a795999488b4626/html5/thumbnails/38.jpg)
Formatting Content:Use Images of High Quality
![Page 39: The impact of usability on your website](https://reader034.vdocument.in/reader034/viewer/2022051819/54c7e00e4a795999488b4626/html5/thumbnails/39.jpg)
Formatting Content:Images Control Where We Look
![Page 40: The impact of usability on your website](https://reader034.vdocument.in/reader034/viewer/2022051819/54c7e00e4a795999488b4626/html5/thumbnails/40.jpg)
Formatting content is the new black
Tips to remember
■ Use H1, H2, H3 for headings, sub-headings■ Include keywords in headings or bold (some of the time, use
restraint!)■ Use numbered or bulleted lists■ Omit words
![Page 41: The impact of usability on your website](https://reader034.vdocument.in/reader034/viewer/2022051819/54c7e00e4a795999488b4626/html5/thumbnails/41.jpg)
Leverage Social Media with Your Website
■ Use social sharing buttons - make ‘em visible■ Make your content shareable and easy to share - click to
tweet■ Use social media where it makes sense■ Set up Google+ profile and Rel+”Author” Tag ■ Use images people want to share
![Page 42: The impact of usability on your website](https://reader034.vdocument.in/reader034/viewer/2022051819/54c7e00e4a795999488b4626/html5/thumbnails/42.jpg)
The 10 Commandments of Website Usability According to Will Hall
![Page 43: The impact of usability on your website](https://reader034.vdocument.in/reader034/viewer/2022051819/54c7e00e4a795999488b4626/html5/thumbnails/43.jpg)
The 10 Commandments of Website Usability According to Will Hall
![Page 44: The impact of usability on your website](https://reader034.vdocument.in/reader034/viewer/2022051819/54c7e00e4a795999488b4626/html5/thumbnails/44.jpg)
Thanks!