Making your Web site easier to use

It's amazing how some companies spend thousands of dollars on Web site development without ever asking the site's intended users what they want.

After all, if you're designing something that's a tool, you've got to design something that works. Many organizations, though, lose sight of the fact that people don't go to a Web site to sit and admire it, they go there for a reason.

Consider this: You never surf the Web aimlessly.

On any given Web page, you have a goal in mind and that goal is driving what you do. Either you will click on a link that you think will take you toward your goal, or you'll hit the back button to take another path.

Unfortunately, too many sites leave us hitting our back buttons.

According to a recent study by Kansas State University psychologist Keith Jones, the problem lies in the difference between how Web designers think and how Internet users think. Jones and other experts believe that too few companies are testing for site usability before, during or after a Web site has been launched.

And Jones says that business Web sites are some of the most confusing for users.

When tested, users had a hard time finding information on many business Web sites because the information wasn't categorized in a way the user thought it would be.

"You see this a lot with corporate sites. It's organized in the way the CEO thinks about the company, not how the customers think about the company. Our research shows that is going to be problematic, because the only person who can really find information on that Web site is the CEO," Jones said.

"Every company really needs to sit down with the people they are trying to serve and make sure their site is providing the services that it should," said Dan Lee, director of marketing and client services for Oklahoma-based EyeQ Research, a company that specializes in content planning and user testing for Web sites.

Using focus groups and one-on-one user testing sessions, EyeQ has worked with several national clients to test Web site usability.

"Testing always uncovers something that you don't anticipate," said Lee.

For example, one EyeQ client almost launched a Web site with an online reservation process that three out of 10 people couldn't complete.

Another client was about to spend thousands to develop Web site features that focus group research showed their dealer representatives didn't want and said they wouldn't use.

Even if you can't hire a research firm to test your site's usability, there are several simple things you should consider that would improve a user's experience. A simple change like making sure your Web site's home page clearly states who you are and what you do can have a big impact on usability.

In addition, EyeQ Research offers these guidelines to improve the customer satisfaction and usability of your Web sites:

* Know your visitors.

Don't assume that you know the reason why everybody is visiting your site.

* Discover their expectations.

Before you design -- or redesign -- your Web site, find out what site visitors like and expect from your company and its Web site.

* Learn from others' successes and mistakes.

Learn what your competitors are doing right on their sites. Test their sites with your profile users, and find out what makes sense to use in your Web site design.

* No hunting allowed.

The more people have to hunt for what they want, the less likely they are to stay at your site. Don't frustrate them. Be sure you know what they're looking for, and design the site accordingly.

* Speak their language.

Be sure that your Web site uses plain English -- even if it is targeted toward professionals or specialists. Don't assume that everyone who might visit your site knows all the latest buzzwords.

* Be explicit about what you do. The home page is your first, best -- and sometimes only -- chance to explain what you are all about. Give site visitors a clear message right upfront. Use your logo and your slogan. Tell them exactly what you do.

* Give visual feedback.

Anything "clickable" should give an immediate visual cue that it's more than just a design element.

* Make the outline clear.

If your site visitors are hitting the back button on a regular basis, you haven't done a very good job of anticipating their needs as they go through your site.

* Be consistent in format and design.

Every page should have a common design element that ties the entire site together. This is especially important on shopping sites, where each consecutive page should reinforce their location in the shopping process.

* Test it with real users.

Before (or after) your site is up and running, conduct Web site user tests to see exactly how well your site is received by Web site visitors. Then be prepared to modify and adjust, to accommodate the real ways your customers use your Web site.

Scott Jones is director of strategic consulting with Phase 2 Development, an Oklahoma City-based application and Web developer. You may reach him by phone at 232-4545 or by e-mail at scottj

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