1) CLARIFY WHO | Start with Persona Targeting
When we evaluate the effectiveness of a particular site we start by identifying the site goals and subject. Who intends on using this site and what is the purpose of them doing so. Put simply it is important to start any examination of a website’s performance by exploring who will actually be using it.
2) UNDERSTAND WHAT | Clarify What Clients are Expecting to Find
The next step is to understand the competition and what perspective clients are expecting. This expectation, insofar as it speaks to a customers experience, is at the heart of creating a sense of certainty in customers. If customers are uncertain that you will deliver they won’t but your product.
3) ANSWER WHY | Convey a Clear Value Proposition
Once you have established and met the baseline expectations of visitors the next is to convey a clear and distinguishing value proposition. This is the take away message that every visitor should be able to rehearse back in under a minute of being on your website.
4) ADRESS INTENTION | Answer What, So What and Now What
The next, and perhaps equally important, step is to ensure that you answer the basic questions of what, so what and now what.
5) CTA | Provide Clear Calls to Action
Suffice that a particular page addresses these the call to action or now what must be immediately actionable in whatever format the visitor prefers. If they want a detailed form, a two field inquiry or a phone number they should be able to find it quickly and take action on it.
6) SEO | Target Each Landing Page to a Particular Search Inquiry
Once these baseline expectations are meet the next step is to ensure that the site is properly optimized for search engines. Achieving this requires understand both the terms used by visitors to find you on search engines and how they relate to your particular offering. Page Titles, article heading, page content and image alt tags should all utilize the term used by people looking for an answer related to the topic covered by your page.
7) SITE MAP and STRUCTURE | Examine the Sites Overall Cohesiveness
Beyond copy and search related considerations attentions should always be given to the sites ease of navigation, aesthetics, functionality and quality of information. Failing on any one of these front can mean you either end up with a high bounce rate, low conversion rate or overall low site traffic.
If you are intrested in finding out how your site faires in this regard give us a call. Complete site UX assessments start from $199 and include a 2 page report and 1 hours live site assessment.