Alertbox
Jakob's column on Web usability
Ten Most Violated Homepage Design Guidelines (Nov. 10)
1. Emphasize what your site offers that's
of value to users and how your services differ from those of key competitors
Compliance rate: 27%
Guideline number in Homepage Usability book: 3
This is one of the most important issues in homepage design, so it's particularly
sad that it's the least followed of all the guidelines. Websites are incredibly
bad at explicitly stating what they offer users. Instead, they hide their offerings
in generic marketese that makes very little impression on prospective customers.
Remember: when users have needs, they typically query search engines and allocate
only a few seconds to scan each of the sites that the search engine drags up.
2. Use a liquid layout that lets users adjust
the homepage size
Compliance rate: 28%
Guideline number in Homepage Usability book: 67
Fighting frozen layouts seems a lost battle, but it's worth repeating: different
users have different monitor sizes. People with big monitors want to be able
to resize their browsers to view multiple windows simultaneously. You can't
assume that everyone's window width is 800 pixels: it's too much for some users
and too little for others.
3. Use color to distinguish visited and unvisited
links
Compliance rate: 33%
Guideline number in Homepage Usability book: 37
Knowing where you've been is one of the three basic features that all navigation
designs should support. (The other two are "Where am I?" and "Where
can I go?")
It's sad that only a third of corporate homepages tell users at a glance which
site areas they've already seen. Navigational confusion results when designers
disable one of the few useful features of a standard Web browser: having visited
and unvisited links appear in different colors. Our testing has shown that
violating this guideline is particularly harmful for elderly users.
4. Use graphics to show real content, not
just to decorate your homepage
Compliance rate: 35%
Guideline number in Homepage Usability book: 56
For example, use photos of people who have an obvious connection to the content
as opposed to using models or generic stock photos. People are naturally drawn
to pictures; gratuitous graphics can distract users from critical content.
Stock photography sellers are doing a brisk business, but users don't believe
that your product will make them happy just because there's a smiling lady
on your homepage. Better to show your actual product.
5. Include a tag line that explicitly summarizes
what the site or company does
Compliance rate: 36%
Guideline number in Homepage Usability book: 2
Our recent study of how people use "about us" information on websites
did find that most users could eventually dig up information about a company's
purpose. But why do most sites make prospects work so hard?
In keeping with most advertising slogans, content-free tag lines abound. Once
you've paid millions to get a useless slogan developed, it's probably hard
to accept that it won't work for your website.
I suggest a compromise: put the useless slogan in a graphic banner next to
your logo, where it will be ignored. Then add a true tag line in plain-text
format in the content area where people will actually see it.
6. Make it easy to access anything recently
featured on your homepage
Compliance rate: 37%
Guideline number in Homepage Usability book: 33
For the Alertbox, 80% of the readership happens after a column has passed from
the homepage into the archives. In general, users remember when they've seen
something interesting on a homepage. However, unless that homepage lists recent
features and offers links to them in the archive, users will never be able
to find what they're looking for on subsequent visits.
7. Include a short site description in the
window title
Compliance rate: 39%
Guideline number in Homepage Usability book: 75
This is mainly important for search engine visibility, but why not take advantage
of this superior -- and cheap -- form of Internet marketing?
8. Don't use a heading to label the search area; instead
use a "Search" button to the right of the box
Compliance rate: 40%
Guideline number in Homepage Usability book: 49
This is a small point, but there's no reason to label the search box if there's
a "Search" button right next to it. Interaction design's less is
more principle tells us that extra elements in a dialogue distract users from
the salient points and reduce their ability to understand an interface. (In
other words, with less to consider, people understand more of what's there.)
9. With stock quotes, give the percentage of change,
not just the points gained or lost
Compliance rate: 40%
Guideline number in Homepage Usability book: 110
This guideline only applies to sites that provide stock quotes, either in the
investor relations information or elsewhere. With stock quotes, the general
principle is to help users understand the relative magnitude of a change, and
thus its true importance. (A similar guideline applies to presenting other
statistics that change over time.)
A stock increase of $0.75 means very different things if the starting price
was $8 (a booming 9% leap) versus $60 (a modest 1% gain).
10. Don't include an active link to the homepage
on the homepage
Compliance rate: 41%
Guideline number in Homepage Usability book: 43
This is a special case of a guideline that applies to all website or intranet
pages: never have a link that points to the current page. (A button to refresh
stock quotes or other changing information is a different matter, and should
be presented as a command button rather than a navigation link since it doesn't
lead to a new location.) Active links to current pages cause three problems:
If they click it, a link leading to the current page is an utter waste of users'
time.
Worse, such links cause users to doubt whether they're really at the location
they think they're at.
Worst of all, if users do follow these no-op links they'll be confused as to
their new location, particularly if the page is scrolled back to the top.
Homepage links on the homepage typically result from using a universal navigation
bar that includes "home" as an option. Fine. But when users are on
a page that's featured in the navbar, you should turn off that option's link
and highlight it in such as way that indicates that it's the current location.
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