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Saturday, May 24, 2008

Ruthless Web Users

When people go online they know what they want and how to do it, says Jakob Nielsen, the usability guru. The annual report into web habits by Jakob Nielsen shows people are becoming much less patient when they go online. Instead of dawdling on websites many users want simply to reach a site quickly, complete a task and leave. Most ignore efforts to make them linger and are suspicious of promotions designed to hold their attention.

Look at the observation here : "In 2004, about 40% of people visited a homepage and then drilled down to where they wanted to go and 60% use a deep link that took them directly to a page or destination inside a site. In 2008, said Dr Nielsen, only 25% of people travel via a homepage. The rest search and get straight there, pointing out that search engines (though imperfect though) rule the web. The findings are significant indeed. To drill deep or scan wide is always a challenge for web surfers and at a time when the choices seem to be multiplying by the day, it is only to be expected that surfers would like to land directly at the information that they are seeking. This imposes a pressure on the web designers - with searches going beyond home page. The branding, usability, navigation will have to be looked at every page in the site, given that surfers can and will land inside any page.Homepage sheen would not suffice to be seen as a trendy and sticky site. This alos portends an important trend here -online advertising may prove to lot more tougher and whoever gets it right would dominate the market - a clear reason why Google dominates online advertisement space. No complaints - this helps the cause of usability, information architecture and the state of web adoption improve for the better.

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