You got that right, Jakob.
On a related note, last week at ad:tech Impact Toronto I was lucky enough to take in a Jim Sterne talk on the top 20 things to do to make your website better. Some advanced material, and some very sensible, straightforward advice. Almost all of it routinely ignored by large companies and small.
As Jim pointed out, if you have the money, do user testing in a lab. If you don't, you can try the "Mom test" or the "five random guys test". In all cases, any kind of critical assessment of your site should reveal gaping holes in basic communications and navigation.
It's not all "anti-flash-and-dash," though. So don't misinterpret Nielsen and Sterne. Some sites become "physically addictive" to users, in that they harbor advanced functionality that entice users to return. It looks like Nielsen and Sterne might part company here -- 3d modelling or advanced schematics wouldn't be enticing enough even to a B2B customer to make up for the downside, Jakob might say; Sterne might disagree.
But at least we're talking about this. One of my clients mentioned yesterday: "we're one of the only sites that allows users to blow up to a detailed full-size image of (elaborate game product)."
Sterne's invocation of the running-shoe joke -- "I don't have to be faster than a tiger... I just have to be faster than you" -- is germane here. In response to said joke, my fellow Canadians laughed hard. Which leads me to think: my fellow Canadians need to get out more.
Posted by Andrew Goodman
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