How
to Avoid the Website "Usability Gap"
By:
Thomas Young, MBA
One
of the most important components of a successful Website
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
Website 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
Websites 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 Websites 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'
Website. It is a mistake to have your IT department
oversee your Website. 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 Website'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 and Usability Testing
One
of the best ways to test usability of your site is through
unbiased focus groups and user testing. 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 Websites. It is critical
that these user tests and focus groups are run by an
independent entity because your current customers are
not usually inclined to give you bad news.
|
