In order to use the principles properly, we first need to understand how users interact with websites, how they think, and what are the basic patterns of usersâ€™ behavior.
Basically, usersâ€™ habits on the Web arenâ€™t that different from customersâ€™ habits in a store. Visitors glance at each new page, scan some of the text, and click on the first link that catches their interest or vaguely resembles the thing theyâ€™re looking for. In fact, there are large parts of the page they donâ€™t even look at.
Most users search for something interesting (or useful) and clickable; as soon as some promising candidates are found, users, click. If the new page doesnâ€™t meet usersâ€™ expectations, the Back button is clicked and the search process is continued.
Users appreciate quality and credibility.Â If a page provides users with high-quality content, they are willing to compromise the content with advertisements and the design of the site. This is the reason why not-that-well-designed websites with high-quality content gain a lot of traffic over years. Content is more important than the design which supports it.
Users donâ€™t read, they scan. Analyzing a web page, users search for some fixed points or anchors which would guide them through the content of the page.
Web users are impatient and insist on instant gratification. Very simple principle: If a website isnâ€™t able to meet usersâ€™ expectations, then the designer failed to get his job done properly and the company loses money. The higher is the cognitive load and the less intuitive is the navigation, the more willing are users to leave the website and search for alternatives.
Users donâ€™t make optimal choices. Users donâ€™t search for the quickest way to find the information theyâ€™re looking for. Neither do they scan webpage in a linear fashion, going sequentially from one site section to another one? Instead, users are satisfice; they choose the first reasonable option. As soon as they find a link that seems like it might lead to the goal, there is a very good chance that it will be immediately clicked. Optimizing is hard, and it takes a long time. Satisficing is more efficient.
Users follow their intuition. In most cases, users muddle through instead of reading the information a designer has provided. According to Steve Krug, the basic reason for that is that users donâ€™t care. â€śIf we find something that works, we stick to it. It doesnâ€™t matter to us if we understand how things work, as long as we can use them. If your audience is going to act like youâ€™re designing billboards, then design great billboards.â€ť
Users want to have control. Users want to be able to control their browser and rely on consistent data presentation throughout the site. E.g. they donâ€™t want new windows popping up unexpectedly and they want to be able to get back with a â€śBackâ€ť-button to the site theyâ€™ve been before: therefore itâ€™s a good practice to never open links in new browser windows.
Your website is the front door to your business.Â MHD Group has provided results-driven website design solutions for hundreds of businesses. The website design must be planned, defined, and executed as a priority in your marketing strategy.
MHD Group provides results driven solutions that elevate brand awareness above the competition, motivate buyers and ensure customer loyalty by effectively integrating branding strategy, graphic and web design, marketing, digital media and public relations.