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The 5 Major Factors to Look for When Evaluating a Website

April 23rd, 2015 No comments

Recently, MECLABS Institute, parent company of MarketingExperiments, distributed an internal survey to find out what elements or factors people consider when evaluating a website for the following attributes:

  • Appearance of the website
  • Clarity of the information provided
  • Timeliness of completing purchase
  • Ease of placing an order or making account changes on the site
  • Ease of navigating the website

To do this, the team that distributed the survey asked five open questions and allowed responders to answer them as they chose. After each question, they asked the responders to rank their top three factors or elements that correlated with the question asked.

In total, there were 13 anonymous responders that the team estimated were almost evenly split between MECLABS’ content production team and our services department, which actively builds, tests and evaluates websites on a daily basis.

After the distribution team received the results, they looked at the most commonly mentioned element or function and determined which elements are the most important when reviewing a website.

They took the results and used a word cloud to visually represent the answers. To that end, the three most commonly mentioned factors on the whole survey were:

 

When looking at the totality of a website, people want information that is clear and easy to understand while allowing them to see the value of the website and its services.

In order to find out the important elements or factors that affect the evaluation of a webpage, the distribution team asked the following questions and received the following answers.

Note: The answers to each of the following survey questions have been broken into categories. These categories were not part of the survey’s original questions but are themes determined by the distribution team in order to organize the results.

Also, the question and answers concerned with layout (located under “Appearance of the website”) are different than the category layout. The question and answers refer to the layout of a webpage as a whole, whereas the layout category refers to the layout of that specific element of a website.

 

Appearance of the website

What factors or elements do you consider when judging the appearance of a website?

Layout

  • Whitespace, visual spacing of elements, balanced elements, minimalistic, simplicity, organization of information, clear eye path, easily scannable

Navigation/Navigating

  • Clear funnel, easy to find what I’m looking for, clean navigation, thought sequence

Content

  • Value, clarity, typos, readability, clear and concise copy, clarity of message

Aesthetics

  • Color, real versus stock images, pleasing to the eye, aesthetically pleasing, datedness, modern

Functionality

  • Functionality, up-to-date framework

The most common factor when determining the appearance of a website is its layout. It’s important to balance visual elements with the whitespace of the webpage to create a clear eye path that directs you into the elements you really want people to spend more time viewing.

Layout was the most commonly used term when answering this question, but another equally important factor mentioned by the responders was how dated versus how modern a website is.

You can have a great layout, but if it doesn’t age well, it will negatively affect the overall feel of your website. Be sure to talk with your designers about new design trends and which ones you should incorporate into your webpage.

 

Clarity of information provided  

What factors or elements do you consider when judging the clarity of information on a website?

Comprehension

  • Easy to read, language used, confusing words, voice, language that is easy to understand

Format/Design

  • Size and spacing, proper use of spacing, format and layout of text, presentation of content, aesthetically pleasing, organization of content, images and illustrations to understand complex information

Credibility

  • Syntax and grammar, credibility, evidentials, quantification

Amount of content/Flow of content

  • Amount of detail, value, brevity, relevancy, simplicity, scannability, clear headlines/sub headlines and supporting content, bold messaging/hierarchy of content

The most common factor in determining the clarity of information on a website is (no surprise here) content.

One responder stated:

Is the content legible and easy to read? If we don’t have this, then internalizing that information will be much more difficult. Typography choices can affect this significantly. Serif fonts are better on the eyes for large blocks of text versus titles, for example. If the material is dense, is it digestible through use of appropriate headings and sub headings? Voice is also important. Generally speaking, a message that can be conveyed in few words is better than more as well.

Make sure your writing is easy to read, and placed in a layout that allows the website visitor to easily scan the page for the most important information to them.

 

Timeliness of completing purchase

What factors or elements in regards to time on a site affect your satisfaction with that site?

Functionality

  • Does it work, load time, intuitive functionality, quick load/response times, working/functioning properly

Pages/Time to complete transaction

  • Page numbers required, quick checkout, time to complete transaction

Ease of navigating

  • Easy to find what I’m looking for, get what I was looking for, relevance, easily find answers, ease of adding to cart, ease of finding product

Convenience

  • Other relevant products to browse, allows for easy viewing, purchasing multiple items in one place

Clarity

  • Amount of content, informative, confusion, quick and easy to understand message

The most important element that affects the time users spent on the site was functionality. Does the site work? How quickly can I find what I am looking for? Does the site use breadcrumbs to lead users to answers of frequently asked questions about your products or services?

To that end, another important factor is convenience:

 I will spend much more time on a website if I am also interested in other products that I may not need, but I may as well purchase them now while I’m here. The convenience is a huge factor here, and the ability to make one purchase for all of my needs will trump nine out of 10 websites, as long as the cost is within a feasible range.

 

Ease of placing an order on a website

What factors or elements do you consider when judging the ease of placing your order or making account changes on a website?

Functionality

  • Does it work, expedited payment options, one-click purchase, ability to autofill information, remembering my information

Credibility

  • Security and validation issues, security, protected information, security of process

Process

  • Easy to pay, easy to add to cart, length of process, amount of steps, simplicity of process, easy access to account settings, asking necessary information for order, clear steps and navigation

Layout/Design

  • Design, scanability, spacing and clarity to avoid clutter

Clarity

  • Visible cart, clear summary of when I should receive my order, clear price displayed on my charge, review order page, confirmation page, simplicity, CTA clarity

The shopping cart adds factors from the three previous elements, with the most important factor being functionality.

Does the website make it clear what I have to do in order to purchase a product? Is what I have to do and why easily displayed in a correct layout that leads you down the purchasing funnel after you’ve decided to make a purchase?

These elements affect bounce rates as well as the time it takes to complete an order. Invest in making your shopping cart experience as seamless as possible.

 

Ease of navigation on a website

What factors or elements do you consider when judging the ease of navigating on a website?

Functionality

  • No pop ups, search functionality

Organization

  • Visibility of all relevant content, clarity of what the categories are for navigation, number of options, type of options, sequence of options, hierarchy, few clicks as possible to get to what I need, simplicity, sight navigation, structural organization, easy to find navigation tool

Logic

  • Breadcrumbs, amount of information, concise words, clear, intuitive, ease of moving backward, simplicity

According to our responders, a website’s navigation should be intuitive without the use of pop-ups or java over-lays. It should be logical with clarity concerning what the categories are for navigation, and the user should able to easily find the main navigation piece of the website.

Simple navigation is key. It should appear throughout the website regardless of what page it’s on.

 

Note: The internal survey mentioned in this post was based off of a 2015 J.D. Powers survey on wireless purchase experience.

 

You might also like

B2B Web Optimization: 140% surge in mobile transactions through responsive design effort (MarketingSherpa case study)

New Chart: Best website design, management and optimization tactics for 2011 (MarketingSherpa case study)

20 Steps to the Perfect Website Layout (from Creative Bloq)

The Big Web Design Trends for 2015 (from 99 Designs)

40+ Best Examples of Shopping Cart Page Designs (from MonsterPost)

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How Design Impacts User Experience: Reducing anxiety by infusing your page with value

April 13th, 2015 4 comments

In the age of free content, how can you capture leads and foster a relationship with people that consume the articles, videos and updates on your site?

Site design and the quality of content you produce can strongly influence the way that people engage with your site.

Using an example from the Harvard Business Review, we can see an example of a layout infused with value for the user.

First, the Harvard Business Review lets users read up to five articles before asking for a commitment. This allows visitors to get a sense of the breadth and quality of content so they can ensure that they’re getting a valuable experience.

Let’s review the overall look, feel and strategy of its registration process and design as well as examine how it impacts the visitor throughout the registration process.

 

Paywall page

After reading the fifth article, the user is given two options: Register for free in exchange for more information, or subscribe to the all-access version.

Let’s take a look at how the page is laid out.

 

First, look at the white space.

Can you feel the fresh air?

S – p – a – c – e

The simplicity of the page creates a “no pressure” feeling and lets the visitor know that they aren’t seeing an ad or being urged to make a decision.

However, you can clearly see the two defined calls-to-action, separated by a thin gray line.

Both sides indicate some level of value. However, the paid option has an image and lists several more bullet points worth of advantages over the free option.

Read more…

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Customer Response: The surprising reason why color matters

October 30th, 2014 4 comments

Can something as simple as a change in color have an impact on whether a customer will use a search tool on a page?

Intuitively, we thought it did, but we really couldn’t be sure until we tested. This led us question this particular page for a large media brand:

 

The Variable Tested:  “I want to … ” search box

 

The page was a normal page layout with a white background. However,  we wanted to test the impact of color on the search box.

 

The Treatments: “I want to…” search box color variants

 

Read more…

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Website Optimization: 6 tips for effective 404 pages

September 25th, 2014 1 comment

I’ve come across some beautifully designed 404 pages over the years. However, once the one second of artistic appreciation ends, I’ve been left confused and lost. The designers of those pages, whether Web designers or marketers, missed a great opportunity.

Your 404 page should have two objectives:

  1. Notify visitors they’ve encountered a problem of some sort while landing on the page they wanted
  2. Guide the visitor to what they wanted or to something else of value

A 404 page doesn’t have to be a dead end, or even a “Go to [Homepage]. Do not pass Go. Do not collect $200” card. It can be a user-friendly and functional page. It can have a greater purpose.

Read on to learn six tips to creating more effective 404 pages. You’ll also see “Not this, But this” examples demonstrating the tips.

Consider this blog post a creative swipe file of 404 pages, if you will.

 

Reduce Friction and Anxiety

 

Tip #1. Establish where visitors have landed

Not every visitor on your website who lands on a 404 page will have come from somewhere else on your site. When another site links back to your website incorrectly, or with an expired link, you potentially have visitors who are brand new to your site.

If your 404 page provides no way for new visitors to know where they are, chances are they’re going to press the back button never to be seen again. You just lost an opportunity for a new customer or reader. On the same note, if you provide no useful link for them, the back button is where they’re probably going to go.



The “Not this” page gives me nothing. Am I on a farm page? A livestock for sale website? A personal site for someone who really loves pigs? I have no clue based on the webpage.The “But this” example keeps its logo in place so visitors immediately know where they are. The copy of the page also gives clues as to where they are and what they can do on the site, even on the 404 page. 

 

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Website Optimization: Testing your navigation

September 11th, 2014 No comments

As we are testing our websites, we often focus on homepages, landing pages and funnels. These are the pages that “move the needle” and get results. However, there is one aspect of many sites that goes unnoticed by optimizers — the site navigation.

Site navigation is important because it gets your visitors where they need to be. Also, it’s usually one of the static elements of your site.

The navigation is visible on all of your pages and is often the one constant throughout the website.

It simply makes sense to focus your efforts on such a high visibility area that has such a great impact on your customers’ experience.

Now, you may be asking yourself, “What can I test in my navigation?”

To answer that question, I’ve constructed a short guide to help you start optimizing your navigation.

Potential navigation testing opportunities include:

  • Changing link names that may be confusing
  • Optimizing subcopy (if you give details in your navigation)
  • Changing hierarchies or organizations
  • Adding or deleting links
  • Optimizing visual features (icons)
  • Optimizing navigation indicators (hover and click functionality, lines, highlights, etc.)

 

Begin with goals and objectives 

It’s important to have clearly defined goals and objectives when testing your navigation.

While you want your site navigation to drive conversions, you should always remember that this is ultimately a tool for your site visitors.

It should guide them where they need to go in a clear, concise manner. So how do you measure your navigation’s success? What would be your primary KPI? In many tests, our KPIs are conversions or clickthroughs. However, much more thought must go into defining navigation KPIs.

Read more…

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Test Your Marketing Intuition: Why did this treatment outperform the control by 53%?

January 11th, 2012 2 comments

In this world, there are systems that underperform. It is a fact of life. A quick look at the world’s distribution of wealth is all anyone needs for proof of that. It happens all the time on a macro level. And when a system doesn’t just underperform but is truly broken, it usually means you need to tear it down and start from scratch.

And while it may not be humanly possible to do that for the world’s economic system, it’s very doable with your website.

Our websites are simply little systems that should present enough pieces of our value proposition in the right sequence to our ideal customer so that they take the desired action. You can make many tweaks to your site to improve how well it does that … and in so doing, improve conversion.

But for some websites, the system is broken. A new approach is needed. At MECLABS, we call this a category shift.

 

How can I implement a category shift for my website?

To implement this category shift, you need a radical redesign.

A radical redesign is simply an experimental approach in which the experimental treatments are “radically” or “categorically” different from the control.

While definitions are certainly interesting, it’s probably easier to give you an example of a radical redesign. So here’s a radical redesign experiment we recently ran with one of our research partners to flesh out that definition. It also happens to be the same experiment we’ll study in-depth for today’s free Web clinic at 4:00 pm EST: Rapidly Maximizing Conversion: How one company quickly achieved a 53.9% lift with a radical redesign.

  Read more…

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