Podcast Number 76 — April 2012
Glenn and Tom talk about getting inside the head of Website users to establish rules for developing and designing a Website that gets results through better usability for the target market.
How are Website design and development rules established?
- It all starts by understanding the target market.
- Get inside the head of your users and really understand them.
- Not all Web users are alike.
How are these rules made practical?
- Survey your target market and spend some time living their issues.
- Conduct user testing with the target market and compare those findings to Web stats.
- Hire team members that are part of your target market and listen to them.
What areas should rules cover?
- All areas of Web marketing should be covered in these rules.
- Content is a key area for site-wide consideration.
- Navigation and conversion points.
- Use of design and photography.
- Other areas that matter to your key demographics.
Aren’t most usability rules the same for all Websites?
- Many fundamental usability rules apply to all sites.
- All Websites should be easy to use for their specific target.
- How they Website is used is the key difference.
- These rules go further then the basics and focus on the target market.
- The rules help avoid the online brochure problem.
What are a few examples of rules for specific target markets? Consider the differences between the following market segments.
- Engineers and non-technical salespeople
- Teenagers and the elderly
- Construction workers and IT professionals
- Mobile versus office workers
- Real estate professionals versus accountants
What are the key action items for the listener?
- Conduct research and take the time to get inside the head of your Website users.
- Make a short list of universal standards for your Website.
- Distribute those standards or rules to all team members.
- Have someone make sure the rules are followed as your Website is updated.