How to Build Websites that Sell: The Scientific Approach to Websites by Peep Laja

Author:Peep Laja [Laja, Peep]
Language: eng
Format: mobi
Published: 2013-02-04T14:00:00+00:00

A good example for the second condition would be Wufoo. When you log in and start building your first form, the instructions make it easy and the learning process seems natural.

So you have two options for an intuitive design. You can either reduce the target knowledge requirement until it meets current knowledge by simplifying the design. Or move current knowledge to target knowledge through instruction. Or a bit of both.

Intuitive navigation (and search)

76 percent of consumers say the most important factor in a website’s design is “the website makes it easy for me to find what I want.”

So how do they go about finding the stuff they want? Navigation of course. Here’s where it gets tricky: if your site has a ton of content, how do you structure it so it would make sense?

A great method for figuring out which content goes under which menu item is card sorting. Card sorting is a great, reliable, inexpensive method for finding patterns in how users would expect to find content or functionality. It will also help you with choosing the wording for menu items.

It’s important to call your menu items by the right names so people would know what’s behind the link. Use trigger words.

The interesting thing is that 50 percent of all users don’t buy because they can’t find what they’re looking for. This is why search is super important. You need to have search on your site, and it has to be easily found. Amazon has a huge inventory and they’ve made search the centerpiece of their site. Can you imagine it any other way?

Oh, and make sure you turn ‘Site Search’ tracking ON in Google Analytics. You will also find that users that use search will usually have a higher conversion rate (searchers have intent, they know what they’re looking for).

People spend most of their time on other websites.

A good thing to bear in mind at all times is that people spent most of their time online on OTHER websites. So they’re used to websites being a certain way (Current Knowledge). If you mess with convention, you’re asking for trouble.

Typical convention items:

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