2 Useful Usability Findings For The Web
Sep 24, 2009 | In Search Optics
Everyone would agree that usability is an important aspect of Web design. Whether you’re working on a portfolio website, online store or Web app, making your pages easy and enjoyable for your visitors to use is key. Many studies have been done over the years on various aspects of Web and interface design, and the findings are valuable in helping us improve our work. Here are 2 useful usability findings that may help you improve the user experience on your websites.
QUALITY OF DESIGN IS AN INDICATOR OF CREDIBILITY
Various studies have been conducted to find out just what influences people’s perception of a website’s credibility:
- Stanford-Makovsy Web Credibility Study 2002: Investigating What Makes Web Sites Credible Today
- What Makes A Web Site Credible? A Report on a Large Quantitative Study
- The Elements of Computer Credibility
- Elements that Affect Web Credibility: Early Results from a Self-Report Study (Proceedings of ACM CHI 2000 Conference on Human Factors in Computing Systems, v.2, New York: ACM Press)
We don’t know if Fever app is any good, but the sleek user interface and website make a great first impression.
One interesting finding of these studies is that users really do judge a book by its cover… or rather, a website by its design. Elements such as layout, consistency, typography, color and style all affect how users perceive your website and what kind of image you project. Your website should project not only a good image but also the right one for your audience.
Other factors that influence credibility are: the quality of the website’s content, amount of errors, rate of updates, ease of use and trustworthiness of authors.
ABOVE THE FOLD. MOST USERS DO NOT SCROLL
Jakob Nielsen’s study on how much users scroll (in Prioritizing Web Usability) revealed that only 23% of visitors scroll on their first visit to a website. This means that 77% of visitors won’t scroll; they’ll just view the content above the fold (i.e. the area of the page that is visible on the screen without scrolling down). What’s more, the percentage of users who scroll decreases with subsequent visits, with only 16% scrolling on their second visit. This data highlights just how important it is to place your key content on a prominent position, especially on landing pages.
This doesn’t mean you should cram everything in the upper area of the page, just that you should make the best use of that area. Crowding it with content will just make the content inaccessible; when the user sees too much information, they don’t know where to begin looking.
Basecamp makes great use of space. Above the fold (768 pixels high), it shows a large screenshot, tagline, value proposition, call to action, client list, videos and short feature list with images.
This is most important for the home page, where most new visitors will land. So provide the core essentials there:
However, users’ habits have significantly changed since then. Recent studies prove that users are quite comfortable with scrolling and in some situations they are willing to scroll to the bottom of the page. Many users are more comfortable with scrolling than with a pagination, and for many users the most important information of the page isn’t necessarily placed “above the fold” (which is because of the variety of available display resolutions a quite outdated, deprecated term). So it is a good idea to divide your layout into sections for easy scanning, separating them with a lot of white space.
For further information please take a look at the articles Unfolding the fold (Clicktale), Paging VS Scrolling (Wichita University – SURL), Blasting the Myth of the Fold (Boxes and Arrows). (thanks, Fred Leuck).
Source : smashingmagazine.com
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