The Scent of a Web Page: Five Types of Navigation Pages - Jared Spool - An Event Apart Boston 2008
- Description: You work hard providing top-notch content on your site. Will your users find it? If they don’t, all that effort is for nothing. What can you do to guarantee that users find the content they’ve come looking for? You’ll come away with the most up-to-the-minute research on how people actually navigate sites, learning secrets behind successful designs including Lands’ End, the Bureau of Labor and Statistics, CNN, and the BBC.by Matt at 6/24/2008 2:41:39 AM
- Links give a scent of the content they contain, make the scent strong.by Matt at 6/24/2008 2:42:57 AM
- Content pages are what the user came for, they didn't come to browse. The target content page, the page the user came for, is the most important page on the site.by Matt at 6/24/2008 2:43:46 AM
- When is the user done on the site? It's easy to tell with e-commerce, they're done when they've paid.by Matt at 6/24/2008 2:44:07 AM
- Getting form the home page to the content using a gallery page (a decision page). Example: All men's shirts.by Matt at 6/24/2008 2:45:02 AM
- Content gets more specific and the user clicks. Links contain trigger words to attract the user's attention.by Matt at 6/24/2008 2:45:55 AM
- 3 things ensure failure to find the target content: Use of the back button, Pogo-sticking and Use of Search.by Matt at 6/24/2008 2:46:28 AM
- The back button guarantees failure. If a user doesn't use it their success rate of finding content is 42%, if they use the back button it drops to 18%. If they use it twice it drops to 2%.by Matt at 6/24/2008 2:47:34 AM
- Pogo-sticking is going back and forth between pages. 2/3 of all e-commerce sales happen with no pogo-sticking. Success rate without pogo-sticking is 55%, with falls to 11%.by Matt at 6/24/2008 2:48:43 AM
- Search is like creating your own link if you don't find one that you think will work. Success is 53% without search and 30% with search.by Matt at 6/24/2008 2:49:30 AM
- On the gallery page give user enough info to prevent pogo-sticking. Use links with trigger words and make links 7-12 words long, very descriptive, no guessing.by Matt at 6/24/2008 2:50:13 AM
- Longer single pages do better than shorter multiple pages. The more clicks to make a sale the less you will sell.by Matt at 6/24/2008 2:50:36 AM
- Give lots of info on decision pages so they don't have to go to the actual product page to see if it's what they were looking for.by Matt at 6/24/2008 2:51:15 AM
- Link order is important. Alphabetical is the same as random. "A quick air conditioner tip"by Matt at 6/24/2008 2:51:42 AM
- Don't make links too short and too vague, don't make people guess that what's on the other side of the link.by Matt at 6/24/2008 2:52:17 AM
- Each click should eliminate parts of the site's hierarchy.by Matt at 6/24/2008 2:52:45 AM
- Home page is the least important page on the website, it's only purpose is to get users to other content. Like a hotel lobby.by Matt at 6/24/2008 2:53:32 AM
- On home page 86.8% click categories, 6.8% search, 1.3% click on featured content and 2.6% click on the home link on the home page!by Matt at 6/24/2008 2:54:33 AM
- Lost of categories and descriptions of those categories with little featured content.by Matt at 6/24/2008 2:55:01 AM
- The back button is the "button of doom".by Matt at 6/24/2008 2:55:16 AM
- Endby Matt at 6/24/2008 2:55:17 AM
- Who's Blogging
-
Matt
- Translate
- Options
-
Comments
Turn viewer comments off and on.
Turn comments off
- Share
