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Posted by Linda A. Schaible on July 07, 1998 at 23:05:18:
In Reply to: Re: Good design charactertistics for a site posted by Scott W. Spain on July 02, 1998 at 17:01:55:
Some other comments -- though I agree entirely with Scott.
* For page view purposes, be very careful with frames. If you plan on selling banner ads, or utilizing page views to promote your site, note that frames load onto a "page" one frame at a time. Should you have a nav bar in a frame, and the main body of the page in a frame, they both load to form one "page." This single page is subsequently recorded as two page views in the log file (frame 1--nav bar, frame 2--main). You would therefore be double counting your page views. If you end up with an audited site via ABC, I/Pro, etc. (following IAB standards), your frames would cause definite problems.
* When placing information on the page design asthetics are a consideration, however, also take into account usage patterns. For example, scrolling down a page once it is loaded is highly unlikely if there is nothing to drive the viewer down the page. Placing a "click here" banner, or call to action item (brochure rack, contest, free sample, etc.) below the initial viewing area of a page will result in lower customer response.
* Make sure elements are clearly defined/identifiable. In other words, buttons look like buttons, drop-down menus look like drop-down menus, etc. There is nothing worse from a usage pattern perspective than a site that does not have clear road signs.
* And finally, learn to use your log files to track usage patterns. Where are users entering? Where are they exiting the site from most often? How many unique visits occur on average after a design change? Are call-to-action elements generating different response rates in different areas? What are your most downloaded files? Where are the most page views occuring, and where are they in relation to the entry and exit pages?
A web site is a viable, active element in the marketing mix -- to use it as a billboard is short-sighted. Graphics, content, e-commerce, and other elements should all be geared toward the mission statement of your site.
For some design and marketing tips, check out www.webpagesthatsuck.com and enjoy!!
Subject: Re: Re: Re: Good design charactertistics for a site