How to Avoid the Web Site Usability Gap
How to Avoid the Web Site Usability Gap
Why the Gap Exists
Most Web sites are developed from the perspective of the company and not the customer. When a user comes to the site they are oftentimes confused because they don't get the message. The developers of the site are usually so close to the process that they have difficultly communicating in ways that are understood by the site's visitors. Thousands of Web sites fit this example. I am constantly amazed at the number of sites I visit that make no sense, are confusing or make it difficult to understand what they are selling and promoting.
Marketing Versus IT
In many companies, the IT (Information Technologies) department handles development and maintenance of their companies' Web site. It is a mistake to have your IT department oversee your Web site. IT can provide the technical work, however marketing runs the process. The Web is a powerful marketing tool that should be in the hands of your sales and marketing department. IT should take direction from marketing to develop a site that gets results and bridges the usability gap. Struggles between IT and marketing can cripple your Web site's effectiveness. I have seen this with multiple companies and it seems to be worse for large organizations. Many times it pays to go outside your company and work with a high-level Web development team to eliminate this struggle.
Market Research
The marketing department should take their direction from the actual users of the site. One of the best ways to do this is by developing a site that is customer, or user focused. Ask yourself these questions: "What are users thinking when they see our home page?" "From whose perspective is the site developed?" "Does the average visitor to our site understand the links and how to navigate the site?"
Focus Groups
One of the best ways to test usability of your site is through unbiased focus groups. We provide this service to our clients and the results have been very effective in bridging the usability gap and helping our clients get results from their Web sites. It is critical that these focus groups are run by an independent entity because your current customers are not usually inclined to give you bad news.
How to Avoid the Web Site Usability Gap - To learn more about this author, visit Thomas Young's Website.
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One of the most important components of a successful Web site is how it makes the transition from what a user is trying to accomplish and what the site is actually providing. Many times there is a gap between the usability of a Web site and the intended results of the company, or individuals, that developed the site. Here are a few suggestions on how to avoid the "usability gap" that is present in so many Internet sites.
Why the Gap Exists
Most Web sites are developed from the perspective of the company and not the customer. When a user comes to the site they are oftentimes confused because they don't get the message. The developers of the site are usually so close to the process that they have difficultly communicating in ways that are understood by the site's visitors. Thousands of Web sites fit this example. I am constantly amazed at the number of sites I visit that make no sense, are confusing or make it difficult to understand what they are selling and promoting.
Marketing Versus IT
In many companies, the IT (Information Technologies) department handles development and maintenance of their companies' Web site. It is a mistake to have your IT department oversee your Web site. IT can provide the technical work, however marketing runs the process. The Web is a powerful marketing tool that should be in the hands of your sales and marketing department. IT should take direction from marketing to develop a site that gets results and bridges the usability gap. Struggles between IT and marketing can cripple your Web site's effectiveness. I have seen this with multiple companies and it seems to be worse for large organizations. Many times it pays to go outside your company and work with a high-level Web development team to eliminate this struggle.
Market Research
The marketing department should take their direction from the actual users of the site. One of the best ways to do this is by developing a site that is customer, or user focused. Ask yourself these questions: "What are users thinking when they see our home page?" "From whose perspective is the site developed?" "Does the average visitor to our site understand the links and how to navigate the site?"
Focus Groups
One of the best ways to test usability of your site is through unbiased focus groups. We provide this service to our clients and the results have been very effective in bridging the usability gap and helping our clients get results from their Web sites. It is critical that these focus groups are run by an independent entity because your current customers are not usually inclined to give you bad news.
How to Avoid the Web Site Usability Gap - To learn more about this author, visit Thomas Young's Website.
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Cheryl MatthynssensCheryl is a life skills coach, licensed Chemical Dependency Counselor and a 20 year entrepreneur. Cheryl's dedication to achieving a life of balance led to her expanding her teaching from the simple managing of life's daily challenges to adding financial well being as well. A direct marketer with DrinkACT, she is gaining ground in the online community with her concepts of making sure business owners, entreprenuers and employees have well rounded life styles. She opened up a small affiliate site - The Balance Guide- to help others find resources for mental and emotional well being. Visit Cheryl's blog to see more of the diversity beyond business she has began offering online at www.thebalanceguide.blogspot.com - Visit Cheryl Matthynssens's Website |
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John BrennanJohn Brennan Ed.D. Dr. Brennan is President of Interpersonal Development, LLC, a training and development firm. Interpersonal Development has provided sales training and coaching to more than 3,000 sales reps from over 100 companies. A native of Australia, Dr. Brennan received his doctorate from the University of Rochester. His dissertation researched the effectiveness of Behavioral Modeling Technology in training people in interpersonal skills. While he has spent most of his career designing or delivering training, he was also a Vice-President of Sales of a training and development franchise with operations in 25 markets. Dr. Brennan has designed and delivered sales training in North America, Asia, Europe, Australia and the Middle East. He has been a guest speaker at numerous national and regional professional conferences. When Microsoft wanted Best Practices articles on sales for their web site, they called Dr. Brennan. The results are at http://office.microsoft.com/en-us/FX011387391033.aspx His firm’s clients have included Volvo, The Prudential, Merrill Lynch, Eastman Kodak, Gannett, Equifax Europe, the Economist Group and countless small businesses. - Visit John Brennan's Website |
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