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We get a lot of good reactions on our slogan “Does your website suck ….. people in? Either people say: “Yes! My website SUCKS!”, or they become truly interested in the second part of the sentence, asking themselves: “Does my website pull people in ….. or push them away?”
An effective website is Easy to Find + Easy to Use. The first thing a website needs to do is pull people in. Then, a website needs to be obvious and sticky enough to allow people to find what they are looking for fast. This article will provide you with some suggestions on how to keep your visitors glued to your site.
to bail you out?
In these cases the website seems to rely on the visitor’s back button to bail them out. Unfortunately usually the opposite happens: the visitors bail out. In my opinion a back button should only be used when going back to a different website that was accessed earlier. Whenever I have to use the back button within a site it means that there is too little natural flow to bring me back to my point of entry.
If you make you information architecture intuitive enough your visitor do not have to rely on the back button to find their way around your site. So how to improve your information architecture?
After thoroughly revisiting and redesigning your website, your visitors will not have to rely on the back button anymore. Relevant an appealing content combined with transparent information architecture will prevent visitors from bailing out confused or frustrated. But just to be on the safe side I can highly recommend you add the following features to your site:
With these features on you site you offer your visitors several fall back scenarios. You give them multiple ways to find what they are looking for, which will reduce the bailout rate. Especially if your visitors currently rely on the back button when they are lost. Ban the back button! Happy surfing.
Nardo Kuitert is a Website Optimizer with UsabilityReviews.com, a service provided by Ontario Website Optimization firm U-C WEBS (www.u-cwebs.com). Attract more qualified visitors, and turn more visitors into customers with full Website Optimization: Search Engine Optimization and Usability Walkthroughs.
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Usabilityreviews.com is a service provided by U-C
U-C WEBS is a Canadian website optimization company, providing professional search engine submissions, economical and ethical search engine optimization, web site usability analysis and website design achitecture consulting. Our website content positioning strategies focus on increasing qualified Internet traffic while converting more visitors into customers. This web site optimizer from Ontario, Canada delivers truly effective website design and marketing strategies. Let us be your consultant for Internet services.