Know-How Exchange : Website Critique

Dear Andrew,

There's a widely held belief that web pages depend on images to attract people. Images sell. Or so we're told.

As beliefs go, it's utter tosh. Here's why:

On web pages, our eyes scan for anchoring context—information that allows us to classify, define, and choose where to go. Information that basically tells us, "there is more here worthy of your time".

On the whole, images cannot do this because they lack sound. Text, on the other hand, has to be translated into auditory information in the brain before it can be understood. But when it's decoded, text offers higher rates of recall.

Only when we've tracked down text elements on a web site do we skim deeper, reading subheads, headings, bullet points, and simple, three or four line, short sentence paragraphs that relate to the key elements that drew us to that specific site in the first place.

Eye tracking surveys reveal that we generally "read" a web page in an F shape. We begin top left, move right, scan to the page centre, head right again, before moving back to the centre and moving left.

You can read more here:

www.useit.com/alertbox/reading_pattern.html

It's fascinating stuff.

As someone who started out as a classically trained graphic designer,
I used to think this kind of stuff was crap. Oh, how wrong I was. How young. How ignorant. How stupid.

I confess, I didn't go into great depth on your site, so I'll limit my comments to the part I did look at.

Your home page.

You've got twenty words that describe your site, which is good.

But it's lost. Marooned. Buried. Hidden below your sign in box.

I floundered on your site looking for a contextual, type-based link.
I wasn't looking for it. But somehow, I knew I was searching for something.

Anything! Some clue to tell me what the site is FOR.

It took me over 30 seconds to find the text I was hunting for.
Thirty long, empty, fruitless, soul-crushing seconds.

Ever listened to the radio?

Of course you have. I've spent time in a radio studio and the quiet in those soundproof booths is unnerving.

Why do I mention this? Because on the radio, silence is death.

Ever listened to the radio and been stunned into really listening by ten seconds or so of dead air? I have. Not good.

On a website, the equivalent of radio dead air is looking for things you can't bloody well find.

Your text? The stuff that says:

"Designed specifically for marketers, graphic designers, and web developers, Concept Feedback provides a simple tool to get free quality feedback."

Here's a suggestion for you.

Set up two tests. One that tracks visitor sign ups with things just
as they are. Then, set up a second test. One that that moves your
20 words of introductory text up to the top left, above your "1,2,3" speech bubbles.

Reduce the bubbles in size, move them down the page, and see
which version pulls better.

Second thing.

The long band of blue that fades into black every now and again?
The one all the way along the top of the page?

Visually, it's not earning its keep.

Consider reducing the size of your sign up boxes, going with just first name and e-mail address fields, and put that material in the top blue, black box. Use the space currently filled by your sign in box for rolling testimonials (social proof), or some kind of introductory video.

Who knows. To other people, the purpose of your site might be as clear as day. But I was confused. On a website, the last thing you want is confusion. Don't focus on the experience. Focus on the user having the experience.

I hope this helps. Good luck to you.

Gary Bloomer
Wilmington, DE, USA