In a survey by web experts Forrester Research not one 30 websites tested stood up to close scrutiny. They all failed either on value, ease of use or reliability – some on all three. Just half allowed customers to buy products or services online.
Only 13% provided sufficient information during the purchasing process. And astonishingly a mere 6% accepted credit card or electronic payments on line.
Many other organisations including the London School of Economics, confirm these findings. Few websites have got it right and most web design agencies, judging by their handiwork, could be branded incompetent.
Major corporate sites are being designed by young programmers with little, if any, business experience. They try out the very latest programming ideas on their customers' websites – regardless of relevance or the delays in download time these can create.
Communicators need to understand the basic concepts of website usability successful business effectiveness.
wiser now
But realisation is now dawning. Our consultancy is increasingly being approached by clients who are asking for a detailed critique of their website to identify where improvements are needed.
Some have been sold a raw deal by well-known agencies who told them "Yes, we do websites". Not only have they taken their client for a serious financial ride, but also managed to lose them competitive advantage.
Before approaching an agency companies should return to first principles and reconsider their website in relation to their overall business objectives. Sometimes it is necessary to rethink their whole strategy in the light of the growth of e-commerce. They must decide:
- the type of site visitors they wish to attract
- what sort of information is their target audience seeking
- how they can be encouraged to respond
- how they make an online order
Software can be a hindrance Web editing programs such as Dreamweaver make HTML programming significantly faster through the use of DTP-like 'drag and drop' design. Page creation can now be partly automated using simple-to-use design templates.
But on the downside such programs make it far easier to introduce roll-over buttons, drop-down menus, to incorporate other unnecessary coding.
This brings the inevitable overhead of increased download time which can result in site visitors dropping out in droves - as they give up all hope of seeing a web page appearing on the screen. Millions of pounds in business is being lost as a result.
Site comparison tests have been carried out where surfers have been asked to choose their favourite sites from a limited choice. Invariably the audience responds that it likes the visually attractive ones that incorporate all the latest whizzy programming features.
When asked to choose the site that is the easiest to use, the less attractive and easy to navigate sites that deliver the information faster are chosen. Design and user-friendliness can make awkward bedfellows.
The future is not here yet
With the widespread use of broadband Internet connection, programming for rapid delivery of web pages is becoming of lesser importance - but some organisations may have to make alllowances for some developing world countries with slower connection speeds.
More broadly, communicators who commission web design need to understand the basic concepts of website usability and be prepared to keep website designers under the strictest control.