Suddenly, with passion and close scrutiny, web site owners are discovering their web site navels. It’s the same thing as watching my kids discover their belly buttons for the first time. Without fail, each of them has asked, “Mom? What the heck is this thing for?” And so it is that today, the popular mantra is no longer, “I gotta have a web site.” It’s been changed to, “Why do I have a web site?” and even better (the really aware ones) will ask, “Is this web site really serving the needs of my web site visitors?”
When Do We Check Under The Hood?
The most common type of contact I receive is from people who are redesigning their web sites or considering one. They want to know if they should get a usability evaluation before or after the redesign. These site owners no longer question needing help with usability and user centered design. They already know their website has conversion issues. This is because in today’s Internet environment, performance matters over mere existence. Even search engines are researching user behavior. This explains why you never know what to expect each time you use one. They’re watching your every move. Their eye tracking software is following test subject eyeballs. Their computers are counting your clicks, and well, they even know where your house is, but don’t even get me on that topic.
To answer the “When should I get my site evaluated” question, my answer is “Now”. Web site reviews are performed while you’re thinking about usability. Or, while you are scribbling the layout on napkins, or drawing the information architecture on the white board before you meet with stakeholders (who will change it all anyway. Keeping a set of usability guidelines nearby will help hold you to this commitment to your end users.
Evaluate your present site to learn what is not working, never worked well, or uncover things you didn’t know were turning visitors away or confusing them. A consultant with data in their heads can tell you in one glance whether your form is going to really draw a good sales lead. All of this information is good to know now, whether for existing web site maintenance or to get ideas for future enhancements, such as optimized landing pages or more call to action prompts.
A redesign consult is fine too. For companies that can afford it, I recommend bringing in a usability consultant on-site or in close enough contact that they can review all your documents, requirements, plans, wire frames, test plans for applications and act as support for both the designers and developers.
The Best Kind of Web Site Investment is Skills Support and Education
It’s been my experience that the pressure on web site and software developers or programmers is impossibly numbing. These folks are expected to be miracle workers. Have someone on staff that they can check in with, who understands their questions are not dumb, and in fact are vital to the success of the project. Invest in and support your web team. I don’t travel, but many usability testing companies do have consultants that offer this option. For smaller companies, startups, incubators, sole owners, or people comfortable with virtual work environments, having someone to call or drop an email to is all they need for reassurance.
Sometimes an owner wants a web page or section of a site in development reviewed, “Just to see if we forgot anything.” It’s harder for me to enter into these situations without documentation or knowing much about the project. And yet, I always find little things to tell them about. In nearly every case, what I uncover is based in simple logic, or it’s a visitor courtesy or customer service element that didn’t make it into the design.
Tiny Details
Why does ease of use matter? Who would have thought that visitor courtesies improve conversions? Is there a worthy return on investment measurement when what you’re giving away is free? Is successful performance as simple as eliminating long pages, building descriptive and trustworthy navigation and not making web visitors lift a finger?
Yes.
It’s all those things, and a million other things you’ve never considered before.
About the Author
Usability Consultant, Kimberly Krause Berg, is the owner of UsabilityEffect.com, Cre8pc.com, and Cre8asiteForums. Her background in organic search engine optimization, combined with web site usability consulting, offers unique insight into web site development.