The is to do with the way a web site is laid out. What you may think should be the most important web page may be different from what the user wants or expects.
It covers Navigation aswell as the levels of text to images and/or videos.
It shoul cover how you would like a user interaction with information on your web site, the completion of form filling and Call to Action, etc...
Ted Ulle, the Senior Search Analyst for Converseon, information architecture should be the bedrock of web sites.
Unfortunately, many people leave it out because it can be challenging. In this interview, Ulle discusses what effective information architecture should be and the evolution of both coding and social media.
As he explains information architecture to WebProNews, he said that many people tend to make it company-focused when it should actually be visitor-focused.
Because it is such a passionate area, he also points out that companies should expect to fight about it.
“Information architecture is not new.
It’s not new at all. It’s just that nobody’s ever bothered to do it right,” Ulle points out.
Advice:Use Information Architecture. Consider how to make it as easy as possible for a user to find the information they need as quickly as possible. They could be in a buying frame of mind when the find your page and do not need to be put off from that buying action by too much information, although as much information should be available for the user if the require it. These can help Your Own Search, Site Maps,
Call to Action,
Three Click Rule and Site Navigation, Call to Action, A good relevant Landing Page. Some Copywriting may also help.
Make sure you carry out Split Testing to check the results and try to discover what the user wants, not what other may think they want.
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