Usability is the make or break of an online sale. Everybody has experienced an over-complex check-out process that discourages the purchase.

What makes a quality web site isn't always clear. Though the elements of a quality Web site often seem intangible, that quality is attainable. Determining usability requires iterative testing and learning. After years of gathering and studying clickthrough statistics on our web design projects, our design team is able to spot ways of improving conversion rates at 10 paces.

For instance, they say only 10 percent of all users ever scroll down a page. This is true, but only for navigational areas ("nodes"), such as the home page and directory-link pages. In those areas, scrunch the most interesting content into the top 640x480 pixels of the page to accommodate most VGA displays. The nature of the Web demands that important content be at the top of the page.

Leaf, or destination nodes are a different story—visitors want a large breadth of information on these pages and are perfectly willing to scroll. In fact, one study found that most users print long leaf-node documents, so scrolling is not an issue.

Giving your images height and width attributes can also make your visitors more willing to scroll. The text loads instantly, allowing the user to read while waiting for the images to load. Impatient users will scroll before waiting, seeking text back-up links at the bottom of the page.

Enclick evaluates your site from the perspective of your visitors. We follow their buying paths and identify the persuasive and structural components of your site that serve as obstacles to visitors’ efforts to make a purchase or take action. We address the following factors:

• Site Navigation
• Eye scanning
• Unique value proposition
• Confidence/momentum building
• Action points (usability)
• Process continuity
• Information requests rewarded with your offerings
• Calls to action

This Usability Testing results in a list of recommendations that you can implement at limited expense, within a limited timeframe, to produce measurable results.

For a free appraisal, advice or a consultant visit, please call one of our offices or fill in a Contact form now! .