Website Usability, or How to Communicate in Less than 7 Seconds
By Lauren Cheal
Design a usable website. This is undoubtedly a lofty goal, but one that is increasingly crucial to business success in publishing. Web usability is really a form of mind reading. First ask: what do users want and need to do on a website, and then follow those answers toward designing content that presents information in a way that guides users to the appropriate end goals. The International Organization for Standardization (1998) defines usability under the following metrics:
Efficiency: the level of resource consumed in performing tasks
Effectiveness: the ability of users to complete tasks using the technology and the quality of output of those tasks
Satisfaction: users’ subjective satisfaction with using the technology
These focus areas provide a simple place to start when evaluating any website. If a business goal of a certain company is to have a visitor sign up for an email newsletter, the web design must address the process the user undertakes to do this.
1. Is it efficient: does it exclude unnecessary steps like entering a phone number or other irrelevant information?
2. Is it effective: once they complete the online form, have they actually been signed up for a newsletter they want to receive?
3. Are they satisfied: does the user feel like they accomplished a task?
Asking these questions about efficiency, effectiveness, and satisfaction of experiences is the first approach to usability. Let’s take a look at each of these factors in more detail.
Efficiency: Better Make it Quick
Soothsayers and divining rods were once used to understand the world and human behaviour, but thankfully, modern science provides other more reliable solutions. Neuroscientists have come up with different ways of actually reading the human mind. The most common mind reading device in the field of web usability research is eye-tracking, which involves a camera following the eye as it moves around a display (science 1, soothsaying 0). Sirjana Nahal (2011) measured first impressions of websites using one of these eye tracking programs, and Nahal reported the following conclusions. The first is that users spent less time on websites deemed “unfavorable” (Table 4.8). Perhaps this is not a shocking revelation, but it underlines an important principle of web design and usability. People know what they are looking for, and if a website does not offer it, they will go elsewhere (and quickly, no more than the time it takes to hit the back button). The conclusion that users spend less time on “unfavorable” sites also reinforces the importance of connecting people with the content they are looking for. This idea will be further explored in the following section on effectiveness in web designused commercial water slides for sale.
Nahal also looked at the ways users prefer to view web content, and these preferences are broken down by design categories. The following table outlines those conclusions.
The information in the above table is in keeping with basic principles of design that apply to print materials like magazines, newspapers, and others. Where those print technologies have traditionally had barriers to access that require a relatively sophisticated knowledge of print production to make a viable product, the online world is a democratized, open-source environment that encourages access for all. This generalization is certainly debatable, but at the same time, how useable a website is can be directly correlated with how much attention is paid to these principles of design.
Another resource from Dahal (2011) is an assessment of how much time users fixated on different areas of a simple website during the visit. That information is summarized in the table below.
There are two things worth paying particular attention to in this information. The first is just how little time is spent on any one element of the webpage. 6.48 seconds is the most time a website can expect to hold the attention of an average visitor. 6.48 seconds. Given this minuscule window, it is crucial that websites are built with absolute efficiency in mind.
Effectiveness: Help Me Help You
Steve Krug offers a very succinct guide to best practices for web design in his 2006 book, Don’t Make Me Think: A Common Sense Approach to Web Usability (2nd Edition). The underlying argument Krug makes is that users will not do things on a website that take extra mental effort. Krug offers that users like obvious, mindless choices. A big part of what makes some choices more obvious than others is how they are labeled, and how the navigation of the site is laid out. Krug (2006) argues that the lack of physicality on the internet makes a webpage’s navigation system absolutely crucial to a user’s experience.
Website navigation should:
Help us find whatever it is we’re looking for
Tell us where we are
Give us something to hold on to
Tell us what is here
Tell us how to use the site
Give us confidence in the people who build the site
(adapted from Krug, 2006, p. 59-60)
With so many important tasks placed on the shoulders of navigation, a great amount of attention should be paid to how the elements of navigation (menus, sections, and utilities as a start) are designed and communicated. The application of conventions that communicate physical space and direct user actions is a major factor in how effective a website is from a usability standpoint.
Krug’s model also suggests that users scan websites instead of reading them. He compares them to the billboards we pass on the highway at 100km per hour. If it the information on the site can’t be read at that high speed, it is not an effective communication tool. One way to achieve quick and effective readability is to reduce the number of words on the page to focus user attention on exactly what you want them to do.
Krug describes how users interact with instructions on webpages: “The main thing you need to know about instructions is that no one is going to read them—at least not until after repeated attempts at ‘muddling through’ have failed. And even then, if the instructions are wordy, the odds of users finding the information they need is pretty low” (Krug, 2006, 42). Anyone who has tried to sift through an online help or FAQ page (here is an example of a wordy instruction page from the SFU Library) knows that this is absolutely true. It is a lightning-fast scan of the material, a quick attempt to click around and see if you can intuit your way out of your particular issue, and then a jump back to the help page for another nugget of information to try. Krug’s emphasis on the speed in which users can access the information they need mirrors the findings of Dahal, and many other usability experts and researchers. Milliseconds will dictate whether or not a person is going to use a website to do a task.
Satisfaction: Ahh. That’s the Stuff
The subtitle of Seth Godin’s 1999 book Permission Marketing: Turning Strangers Into Friends And Friends Into Customers has become almost cliche in the internet marketing canon. The principles laid out in Godin’s book still hold, and point to a fundamental shift in marketing that came about because of how the internet changed how we talk to each other. Godin argues that in order to make a sale online, a company must ask permission using accepted web practices. If a business is serious about making an impact on their bottom line through a website (this impact is not restricted to sales of goods, and should be thought of any way that an online presence can enhance customer experience), serious attention to design and web usability is a good place to start. Providing a satisfying customer experience is about more than just giving them the product they want. Now, more than ever, it is about getting people involved in a community (that lives online, primarily), asking them to participate in the community, and having them help build a brand reputation on behalf of the business. This ability to engage in and with a community should absolutely be considered when designing a usable website.
Research into the factors that contribute to user satisfaction on websites helps point the way toward what a business should do to keep their customers. Kincl and Strach (2012) studied user satisfaction on 44 different educational institutions’ information-based websites by documenting satisfaction levels before and after the use of the websites. The researchers found that content and navigation were key areas in determining overall satisfaction, and that “users perceive high-quality websites if they achieve what they visited the site for. This success in user activities is subconsciously reﬂected in website assessment” (Kincl and Strach, 2012, p. 654). In short, people are satisfied when the website they visit does what they expect it to do. A simple sentiment that is anything but simple to implement. Another interesting finding from this study is the fact that users care less about what the researchers term “trivial” data like the colour of the site than “non-trivial” data like the content (Krug and Strach, 2012). That is to say, an average user would still rate their satisfaction of an unpleasantly-coloured site highly if they found the information they needed. This serves as a reminder that while attention to the look of a website is certainly important, in the end, users want substantive content (and to be able to find it).
The 3 Most Important Things to Remember about Usability
If you were scanning this article like a billboard, this is where your eyes should stop scanning and start reading.
1. Your website needs to communicate really, really quickly. In under 7 seconds.
2. Your website needs to be easy to use. It should be obvious where a user should focus, and then what action they should take at each step (and there shouldn’t be many steps).
3. Your website needs to give a user exactly what they think they need. A website is a promise, and it is up to you to define that promise and then to deliver on it.
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Dahal, Sirjana. 2011. “Eyes Don’t Lie: Understanding Users’ First Impressions on Website Design using Eye Tracking.” Master of Science, Missouri University of Science and Technology.
Garrett, Sandra K., Diana B. Horn, and Barrett S. Caldwell. 2004. “Modeling User Satisfaction, Frustration, and User Goal Website Compatibility.” Human Factors and Ergonomics Society Annual Meeting Proceedings 48 (13): 1508-1508.
Godin, Seth. 1999. Permission Marketing: Turning Strangers into Friends, and Friends into Customers. New York: Simon & Schuster.
Green, DT and JM Pearson. 2011. “Integrating Website Usability with the Electronic Commerce Acceptance Model.” BEHAVIOUR & INFORMATION TECHNOLOGY 30 (2): 181-199. doi:10.1080/01449291003793785.
International Organization for Standardization (ISO). 1998. Ergonomic Requirements for Office Work with Visual Display Terminals (VDTs), Part 11: Guidance of Usability. Geneva, Switzerland.
Kincl, Tomas and Pavel Strach. 2012. “Measuring Website Quality: Asymmetric Effect of User Satisfaction.” Behaviour & Information Technology 31 (7): 647-657. doi:10.1080/0144929X.2010.526150.
Krug, Steve. 2006. Don’t make Me Think: A Common Sense Approach to Web Usability. Berkeley, Calif: New Riders.
Mathews, Brian. 2009. “Web Design Matters.” Library Journal 134 (3): 24-25.
Morris, Terry (Terry A. ). 2012. Basics of Web Design: HTML, XHTML & CSS3. Boston: Addison-Wesley.
Snider, Jean and Florence Martin. 2012. “Evaluating Web Usability.” Performance Improvement 51 (3): 30-40. doi:10.1002/pfi.21252.
Somaly Kim Wu and Donna Lanclos. 2011. “Re-Imagining the Users’ Experience.” Reference Services Review 39 (3): 369-389. doi:10.1108/00907321111161386.
Other things to consider and discuss:
There are many institutions that attempt to categorize the “Top Websites” in the world at any given time, and Alexa is one of them. In addition to statistics on the most visited pages, Alexa provides information on category-specific website usage. For 2012, the top websites under the category “Publishing” were:
This top ten list show varying degrees of attention to design and usability. The standouts are the two Wiley websites, which both have a clean look and a clear path for users to follow, and the Audible website, which does works well to present a product, give key information about the product, and direct the user to an action (to “Get Started” using the product). Audible is a subsidiary of another company that is very good at directing user flows in a publishing environment (Amazon, of course).
20 Top Web Design and Development Trends for 2013 – By Craig Grannell of netmagazine
AWWWARDS – Recognition & Prestige for Web Designers (a good place to look for inspiration and ideas).