As Lance pointed out, nobody said, “I don’t have enough information to make that judgment.” I’m willing to bet in that particular setting, those who wanted more information felt too intimidated to ask, but his quick test is still fun to try and think about.

Like Lance and my usability consultant peers, we’re presented with hundreds and hundreds of web sites. We’re asked, “What do you think?” Thinking has nothing to do with usability. In fact, if we have to think, that’s often a problem. The better question might be, “Are you compelled to do something on this site?” Or, “Do you trust the claims?” Or, assign users a task to see if you successfully planned and designed the site so they could easily complete it.

We bring our judgments with us

Truth resonates and we’re impatient

It’s fascinating to think about Lance’s audience responses because they had no time to evaluate authenticity, truth, genuineness, credibility or great customer service in half a second. They did what we all do when we enter a room filled with strangers. We look for the best dressed. The pretty women. The handsome men. The story teller. The joker. The flirt. The rich guy. The sexy older woman who loves quantum physics and tests web sites for a living.

It isn’t until we use a web site or interact with a person that we begin to understand on a deeper level what, if anything, we can do with it, or with them.

With web sites, we need a few things immediately. Right away, we must know we arrived at a page that will meet a need or want. Therefore, the information hierarchy must state a page’s purpose right away, rather than tease someone or waste their time waiting for flash animations to load. There is a time and place for flash, just like there’s a time to ask where the beer is or asking the host to introduce you to the hot woman in the corner petting the Shitzu.

We sense authenticity, but can be fooled. So, presenting something like testimonials is a weak attempt at credibility, unless they can be followed up on by contacting the person. Health product sites that claim a secret ingredient with a fancy name but offer no data, research, FDA approval or valid way to prove you won’t lose your eyebrows if you try it are suspect. Sure, someone will be desperate enough to try it, but the moment the lawsuit comes out, the brand is finished.

Interestingly, user engagement does not always equate to conversion or even desired results. At any moment during a task, web designers sabotage the process with unnecessary navigation, off-site ads or new topics that lead their visitor on a new adventure. Sometimes the experience of a site is just that. An experience. For some people, even after experiencing the experience and even liking it, they return to their most trusted brand because that one has already earned their trust.

Aesthetics

We judge aesthetic value by our ability to discriminate at a sensory level. We arrive at sites with our personal set of economic, political or moral values, as well as our technology, skills and credit card. What are the connections between the mind, emotions and beauty? Can we expect a web page to transport us to our happy place? Sure. Some of the newer site designs are like polished gems that you want to stare at and hold in the palm of your hand.

Sadly, these visual beauties are using their looks to make a sale, rather than the quality of their product or service. It’s in the area of customer service that a less attractive web site beats out the high class model it competes against. And it’s here that an audience making a decision on whom to do business with in under a second may make the wrong choice. They need more than a peek. They need to hear a site’s heartbeat.

The web site that succeeds is the one that can prove it’s alive.

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This article was originally written by Kim Berg and published by Search Engine Land, May 22, 2009

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Quick Second Credibility Usability Test Sign up for Cre8pc.com's Web Site Usability Course at the Search Engine College

In my latest column for Search Engine Land, I describe the risks of not performing site testing during the developmental stages of web site design. The testing I recommend is not just on functional or server performance. I would like to see every department, from search engine marketing, to software application development to user interface engineering planning and testing together. This means adding more skills and practices such as information architecture and accessibility testing to QA departments.

Nothing bangs you over the head with an “Ah Ha!” moment better than when you realize that to truly make your client or employer’s Web based project successful, you must understand how search engines index and rank, and how people search and make choices from search engines and webpages.

Read the full article – The Value Of Testing Website Usability & Search Engine Performance

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Ignore Usability Testing at Your Own Risk Sign up for Cre8pc.com's Web Site Usability Course at the Search Engine College

Should you underline a text link? These days it’s not the only way to signal a place to click. Other clues may be a different text color, font size or hover color. Your best choice is to pick one style and be consistent through out your web pages.

Does underlining words that don’t link anywhere matter?

On the Web, yes. The first reason is convention. Or, another way to say it – conditioned behavior. We know that since the beginning of Internet time, a procedure was invented to signal a way to get from point A to point B. Most probably that direction is an underlined word that when clicked, changes color or the underline disappears in response to the click action. The easiest links to find in a body of text are the underlined words. If you decide to not use underlining and replace that with a different color instead, be very sure the color contrasts well against your page background color.

Another user behavior we’re aware of is the placement of navigation elements. The majority of web sites follow the same map depending on the type of site. Ecommerce sites have certain navigation patterns that we’re used to, whereas blogs have a different set of layout patterns. After a time we learn that links are often found in certain areas of a page.

In today’s web design, color as a link indicator is no longer a valid, confident clue. For starters, screen readers don’t note color changes. In addition, web designers have wanted creative freedom, and this has meant color changes that occur only when a word is moused over. Or not. I’ve seen black text links with no form of link identification used along with black content text. Sometimes headings and sub-headings are the same color as colored hyperlinks, making it impossible for users to understand what is clickable or just standard text.

Credibility and authenticity are vital elements in user centered design. Sometimes it seems as though creativity interferes with this. That’s a shame. If the purpose of a site is to sell products or services, trust is important.

Proof of good honest service starts with usable and readable web pages.

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A change in perspective

Over the past dozen years, we’ve learned that a secret to a web site’s long-term success is to build it for your visitors, rather than yourself. This doesn’t mean you need to avoid putting “you” in there. With some brands, “you” are part of the attraction. However, what end users can smell from a mile away is a site designed to make “you” get rich or slanted to make you look good. They could care less about you. They can tell when the design and site’s purpose meets your needs and not their expectations.

We’ve learned that online visitors seek information. They love to be entertained. They crave an experience. If you notice, the increase in adult video sites is no accident and adult site owners are no dummies. What offers a better user experience, a static shot or a video? When Facebook learned a lesson from Twitter about our love of instant communication and feedback, they changed their user interface to include more ways to do this. Google caught on to our feeling overwhelmed by text information by giving us Universal Search, which offers images, maps, video, books and other ways to get information other than web pages.

Asia and Europe surpass the United States in cell phone usage. When you understand how mobile societies are, and match this with our curious nature and demand for “everything now”, you may realize there is far more to consider for your web site design and marketing than clear call to action prompts and keyword driven search.

The mystery and power of energy

For months now I’ve been tackling the theory that our online behavior and the actions we take after visiting a web site are somehow tied to, or dependent on, unseen energy forces. It’s not unlike how we physically feel when we’re exposed to people, environments or situations. I became very interested in health sites and whether or not they accurately targeted visitors and consumers arriving in various emotional or mental states. In fact, any product, service and brand created to benefit a human has an enormous job attempting to meet the needs of what may be thousands of different types of users.

So let’s get into some of this. You are a human being. You have before you a computer of some type or perhaps a cell phone. It’s equipment that contains the energy forces that made it (with all their fancy scientific names). Some scientists are exploring whether objects contain the consciousness of those who built it. This is similar to organ “memory” where an organ transplant patient has the memories and physical habits of their donor.

There are many names for unseen human energy. In China, it is qi or chi, prana in the Yoga tradition of India and Tibet, ruach in Hebrew, ki in Japan, baraka for Sufis, wakan by the Lakota, orenda by Iroquois and more. This energy is considered to be an intelligent, subtle force that transcends human knowing. Many of use rely on our awareness of this energy as our guide in decision making. It may be used by our bodies to heal ourselves.

There are other types of energy. Electricity is one. Every breath, every piece of food you digest, plus your memories, feelings and thoughts are encoded in patterns of tiny particles of electricity. We’re bombarded by waves of electromagnetic emissions by computer monitors. Something you may have experienced by being around a person or thing is a “vibe” that you may interpret as positive or negative.

We’re more than skin and bones with credit cards

If you can agree to some extent that there are vibrational fields, auras, energy fields and other unseen forces around our bodies, than you might be interested in some of the research on the “spiritual brain”, neuroscience, evolution of the mind, evolution psychology, and that’s just the tip of the iceberg. Why would energies matter in user experience design? Do they come into play with marketing and online branding?

Have you ever worked for a company where so many people and departments are involved in a web site or software application development project that it never really reaches completion? Or, if it does, it didn’t meet user expectations or hold up to what marketing and advertising claims said it would? As an end user, can you sense that behind the scenes of a web site, you can somehow feel the unity or disharmony of those involved in making it? When you scan Twitter, how do feel about some of the comments made there? Do they make any part of your body feel good or bad while reading them? Do you tense up? Do you bypass users who are always bringing you down?

We feel things.

Some people have extra senses that you may not be aware of, and you should, because they are also visiting your web site. Do you know someone who is sensitive enough to identify electrical shifts in someone’s body? There are people who can “taste” colors (a phenomenon known as synthesesia) and those who hear sounds the majority of us don’t catch. When you stop to consider how unique we are and what our uniqueness brings to the table with designing and marketing web sites, is it any wonder we sometimes feel helpless when we see a drop in conversions?

Energize your brand

In the book, The Brand Bubble by John Gerzema and Ed Lebar, there is a section on how to create what the authors call the “energy-driven enterprise.” They, too, are exploring energy. They feel that a firm can create a competitive advantage by generating brand, organizational, operational and cultural energy. They learned from studying consumers behaviors and put together their “laws of energy.” From the book:

“The Laws of Energy naturally led to the corresponding New Rules for Brand Management, which translate each law into practical actions, strategies, and tactics for leaders and managers to induce energy in their brands and transform their brand management to create consumer-centric, energy –driven enterprises.”

As consultants, the first thing they do is perform an “energy audit” of a firm.

How much have we learned and how much don’t we yet know about our love for online communication, purchasing and business networking? Are search engines just a natural extension of the mind? These days I question whose pulling the cart. Are computers pulling us or are we pulling computers? And, at the end of a long day interacting with web sites and hand-held devices, how do you feel?

See Also: Can Web Sites Make You Feel Anything?

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This article was originally written by Kim Berg and published by Search Engine Land, April 24, 2009

Economy blues? Poor conversion rates? Web site lost its spunk? Quotes are always free at Cre8pc. Get the answers you need NOW!

How Does Your Web Site Make Visitors Feel? Sign up for Cre8pc.com's Web Site Usability Course at the Search Engine College