Website Evalutation

Recently, a client employed a research firm to evaulate their website.  While some of the specifics with regard to this client are not relevant, several findings in general seem extremely relevant to most sites.

The following are some highlights of their findings:

  • Objectives of the study
    • Evaluate functionality and intuitive navigability (i.e. is it user friendly)
    • Assessing utility and value of the site
    • Assessing overall look and feel
    • Exploring strengths and weaknesses — likes, dislikes, sequencing of pages, topics etc.
    • Exploring site modifications desired by visitors/customers
  • Research Method
    • 11 in-depth interviews
  • Key conclusions
    • Maintain a focus on products
      • Ensure product information is a thorough as possible
      • Provide easy to find Contact Information with regards to products
      • Provide proximal access to supportive literature
    • Maintain a focus on new products
    • Provide links or content that is similar to information sought in other non-biased websites
      • Visitors do not look to a manufacturer website for industry related literature due to a perception that information will be presented in a biased fashion
    • Maintain current information
      • New products
      • Current literature
      • pipeline news / industry highlights
      • Events
    • Detailed product info greatly assists in comparison shopping for high ticket items but does not replace desire to meet with sales rep
    • Charactersitics of a model website:
      • Home page is uncluttered and product focused
      • New products are prominently featured
      • Organization of categories is clear and consistent.
      • Clear, simple keywords identify categories
      • Vertical drop-down menus
      • Contact information for technical assistance and product ordering that includes a telephone number
      • Minimal clicks to obtain desired information (minimal landing pages).
      • Quick transition from page to page (i.e. speed)
      • Access to non-product information is easy to find but does not overshadow product info
      • Interactive, relevant graphics
      • Scrolling graphics can be stopped and provide access to relevant pages
      • Product pages provide effective cross referencing
  • Participant Suggestions
    • Put more focus on new product information over press releases
      • "News Releases" may be important to [client] but not to us
    • Offer more information on industry innovation, best practices and new products
    • Product names are insufficient and should contain information taht identifies its use and function.
      • Often, users may know what utility they seek but cannot identify by the product name alone
    • Confine graphic images to the products and use less as esoteric or emotionally suggestive
    • Allow for interaction with scrolling graphics to access product pages
    • Provide contact info and literature links on all product pages
    • Keep literature current
    • Make sure menu font size is not too small
    • Eliminate as many landing pages as posible
    • Provide a stronger search engine tool that takes user to desired pages without wading through options, articles or unrelated items
    • The following did not strongly appeal
      • Chat rooms
      • Feed back areas ("I prefere to talk to someone personally to make sure I'm heard")
    • "This site is helpful...but I need to see how the [product] works"