Website navigation structure and position crucial
What changes should you make to your website? (Kate Billinghurst)
Put Visitor Usability First in Your Website Design
Firms need to ensure they invest heavily in website design, as this is one of the main influencing factors on consumers, it has been said.
Louise Ferguson, a London based consultant offering usability and user experience consultancy in the UK and throughout Europe, highlighted that primary and secondary navigation tools need to be up-to-scratch and must be situated near the top of a page.
“Avoid situations where the only link to a particularly significant area of content is in the page footer, or two-thirds of the way down the left menu on a long page, as many users will then often give up looking,” she emphasised.
Ms Ferguson, who is the co-author of Getting By, Not Getting On: Technology in the UK Workplace, also suggested that sites should be at aimed customers with different computers at their disposal.
Some people will access the content from a mid-range laptop, while others will use a high-spec business computer, which is something that web design must take into account.
“There’s a difference between scrolling to try to find a navigation element that may or may not be there, and scrolling to continue following a longer unit of content,” the expert stressed.
Failing to differentiate between the two can prove problematic, she added.
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