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DON’T
MAKE ME
THINK
SEOCUSTOMER.COM
USABILITY
MEANS…
SEOCUSTOMER.COM
USABILITY MEANS MAKING SURE SOMETHING WORKS WELL, AND THAT A
PERSON OF AVERAGE ABILITY OR EXPERIENCE CAN USE IT FOR ITS
INTENDED PURPOSE WITHOUT GETTING HOPELESSLY FRUSTRATED.
SELF-
EVIDENT
SEOCUSTOMER.COM
AS FAR AS HUMANLY POSSIBLE,
WHEN I LOOK AT A WEB PAGE IT
SHOULD BE SELF-EVIDENT. OBVIOUS.
SELF-EXPLANATORY.
DON’T MAKE
ME THINK
SEOCUSTOMER.COM
AS A RULE, PEOPLE DON’T LIKE TO PUZZLE OVER HOW TO
DO THINGS. IF PEOPLE WHO BUILD A SITE DON’T CARE
ENOUGH TO MAKE THINGS OBVIOUS IT CAN ERODE
CONFIDENCE IN THE SITE AND ITS PUBLISHERS.
DON’T WASTE
MY TIME
SEOCUSTOMER.COM
MUCH OF OUR WEB USE IS MOTIVATED BY THE DESIRE TO SAVE
TIME. AS A RESULT, WEB USERS TEND TO ACT LIKE SHARKS. THEY
HAVE TO KEEP MOVING OR THEY’LL DIE.
BACK
BUTTONS
SEOCUSTOMER.COM
USERS STILL CLING TO THEIR BACK BUTTONS
THERE’S NOT MUCH OF A PENALTY FOR GUESSING WRONG. UNLIKE
FIREFIGHTING, THE PENALTY FOR GUESSING WRONG ON A WEBSITE IS
JUST A CLICK OR TWO OF THE BACK BUTTON. THE BACK BUTTON IS
THE MOST-USED FEATURE OF WEB BROWSERS.
CREATURES OF
HABIT
SEOCUSTOMER.COM
IF WE FIND SOMETHING THAT WORKS, WE STICK TO IT. ONCE WE FIND
SOMETHING THAT WORKS — NO MATTER HOW BADLY — WE TEND
NOT TO LOOK FOR A BETTER WAY. WE’LL USE A BETTER WAY IF WE
STUMBLE ACROSS ONE, BUT WE SELDOM LOOK FOR ONE.
NO TIME FOR
SMALL TALK
SEOCUSTOMER.COM
HAPPY TALK IS LIKE SMALL TALK – CONTENT FREE, BASICALLY JUST A
WAY TO BE SOCIABLE. BUT MOST WEB USERS DON’T HAVE TIME FOR
SMALL TALK; THEY WANT TO GET RIGHT TO THE BEEF. YOU CAN –
AND SHOULD – ELIMINATE AS MUCH HAPPY TALK AS POSSIBLE.
DON’T LOSE
SEARCH
SEOCUSTOMER.COM
SOME PEOPLE (SEARCH-DOMINANT USERS), WILL ALMOST
ALWAYS LOOK FOR A SEARCH BOX AS THEY ENTER A SITE.
THESE MAY BE THE SAME PEOPLE WHO LOOK FOR THE
NEAREST CLERK AS SOON AS THEY ENTER A STORE.
MENTAL SITE-
MAPS
SEOCUSTOMER.COM
WHEN WE RETURN TO SOMETHING ON A WEB SITE, INSTEAD
OF REPLYING ON A PHYSICAL SENSE OF WHERE IT IS, WE
HAVE TO REMEMBER WHERE IT IS IN THE CONCEPTUAL
HIERARCHY AND RETRACE OUR STEPS.
MAKE IT EASY
TO GO HOME
SEOCUSTOMER.COM
HAVING A HOME BUTTON IN SIGHT AT ALL TIMES OFFERS
REASSURANCE THAT NO MATTER HOW LOST I MAY GET, I CAN
ALWAYS START OVER, LIKE PRESSING A RESET BUTTON OR
USING A “GET OUT OF JAIL FREE” CARD.

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Don’t make me think

  • 2. USABILITY MEANS… SEOCUSTOMER.COM USABILITY MEANS MAKING SURE SOMETHING WORKS WELL, AND THAT A PERSON OF AVERAGE ABILITY OR EXPERIENCE CAN USE IT FOR ITS INTENDED PURPOSE WITHOUT GETTING HOPELESSLY FRUSTRATED.
  • 3. SELF- EVIDENT SEOCUSTOMER.COM AS FAR AS HUMANLY POSSIBLE, WHEN I LOOK AT A WEB PAGE IT SHOULD BE SELF-EVIDENT. OBVIOUS. SELF-EXPLANATORY.
  • 4. DON’T MAKE ME THINK SEOCUSTOMER.COM AS A RULE, PEOPLE DON’T LIKE TO PUZZLE OVER HOW TO DO THINGS. IF PEOPLE WHO BUILD A SITE DON’T CARE ENOUGH TO MAKE THINGS OBVIOUS IT CAN ERODE CONFIDENCE IN THE SITE AND ITS PUBLISHERS.
  • 5. DON’T WASTE MY TIME SEOCUSTOMER.COM MUCH OF OUR WEB USE IS MOTIVATED BY THE DESIRE TO SAVE TIME. AS A RESULT, WEB USERS TEND TO ACT LIKE SHARKS. THEY HAVE TO KEEP MOVING OR THEY’LL DIE.
  • 6. BACK BUTTONS SEOCUSTOMER.COM USERS STILL CLING TO THEIR BACK BUTTONS THERE’S NOT MUCH OF A PENALTY FOR GUESSING WRONG. UNLIKE FIREFIGHTING, THE PENALTY FOR GUESSING WRONG ON A WEBSITE IS JUST A CLICK OR TWO OF THE BACK BUTTON. THE BACK BUTTON IS THE MOST-USED FEATURE OF WEB BROWSERS.
  • 7. CREATURES OF HABIT SEOCUSTOMER.COM IF WE FIND SOMETHING THAT WORKS, WE STICK TO IT. ONCE WE FIND SOMETHING THAT WORKS — NO MATTER HOW BADLY — WE TEND NOT TO LOOK FOR A BETTER WAY. WE’LL USE A BETTER WAY IF WE STUMBLE ACROSS ONE, BUT WE SELDOM LOOK FOR ONE.
  • 8. NO TIME FOR SMALL TALK SEOCUSTOMER.COM HAPPY TALK IS LIKE SMALL TALK – CONTENT FREE, BASICALLY JUST A WAY TO BE SOCIABLE. BUT MOST WEB USERS DON’T HAVE TIME FOR SMALL TALK; THEY WANT TO GET RIGHT TO THE BEEF. YOU CAN – AND SHOULD – ELIMINATE AS MUCH HAPPY TALK AS POSSIBLE.
  • 9. DON’T LOSE SEARCH SEOCUSTOMER.COM SOME PEOPLE (SEARCH-DOMINANT USERS), WILL ALMOST ALWAYS LOOK FOR A SEARCH BOX AS THEY ENTER A SITE. THESE MAY BE THE SAME PEOPLE WHO LOOK FOR THE NEAREST CLERK AS SOON AS THEY ENTER A STORE.
  • 10. MENTAL SITE- MAPS SEOCUSTOMER.COM WHEN WE RETURN TO SOMETHING ON A WEB SITE, INSTEAD OF REPLYING ON A PHYSICAL SENSE OF WHERE IT IS, WE HAVE TO REMEMBER WHERE IT IS IN THE CONCEPTUAL HIERARCHY AND RETRACE OUR STEPS.
  • 11. MAKE IT EASY TO GO HOME SEOCUSTOMER.COM HAVING A HOME BUTTON IN SIGHT AT ALL TIMES OFFERS REASSURANCE THAT NO MATTER HOW LOST I MAY GET, I CAN ALWAYS START OVER, LIKE PRESSING A RESET BUTTON OR USING A “GET OUT OF JAIL FREE” CARD.