View
760
Download
1
Embed Size (px)
DESCRIPTION
JITOA Workshop - Part 3 Website Promotion - Tourism
Citation preview
Usability and Homepage key success factors
Website Promotion Workshop:: Tourism sector
January, 2012:: Alfons van Duijvenbode
• Usability key factors• Good practices & bad
practices• Homepage key factors• Good practices & bad
practices• Assignment
Agenda
Definitions of usability
... the ease with which people can employ a tool in order to
achieve a particular goal......the perception of a target user of the effectiveness
(fit for purpose) and efficiency (time required to use) of the interface
... the ease to learn by observing and doing intuitively ...
Usability factors
• Browser compatibility• Navigation
• On every page• Always offer a ‘home’ .. … • ….and keyword search • Main menu < 9 buttons• Most important service after home• Submenu (1 level down), in main menu or left panel• Bread crumbs…• Fat footer
show
showshow
showshowshowshow
A good practice…
menu
Submenu
Submenu
Mega menu
Submenu
Mega menu
Usability factors• Prioritization of space, use of prime property• “… above the fold” (60% does not scroll…)• Readability (font type, size, clutter and contrast)• Predictable (underlined, link or download..?)• Resolution (1024 x 768)
show
show
show
show
>> Too wide…. Horizontal scrolling
Too narrow…. 800x600
The homepage secret….• Customer focused
• Match the profile and need, language, search
• Leading to completion of your goals!• Calls to action!
• Engage, excite, convince and convert your visitor into a customer (AIDAS)• Image (slider), value proposition, tagline, your main offer, social media
(video), interaction
• Build trust and pull them deeper into your site, in less than 8 seconds…• Testimonials, tripadvisor widget, member of…
A good practice…
Another good practice…
AIDASCustomer focus
Customer focus
Conversion
Another good practice…Conversion
EngagementInteraction
AIDAS
ActionCustomer focused
AIDAS Engagement
ActionCustomer focused
Video
Product offer!
…. Use of pictures
…. Use of pictures
Why important?• Images draw the attention of your visitors!• Good quality & appealing pictures create a desire to experience
Tips / suggestions• Use pictures that reinforce the message• Relate to your objectives and target groups
• show the product (detail) and the people• show the experience / action / emotion
Images / tips
Centre for the Promotion of Imports from developing countries | April, 2011
34
show
show
• Image rotator (slider) for the Home • Faces draw more attention • Smart images (people follow the eyes of person)• Heat maps: http://www.feng-gui.com/ • Popular photo sharing sites: e.g. www.flickr.com • Mind copy rights / gain permission• Mind the file size and resolution: 72 PPI• Maximum of 2 to 3 standardized image sizes, e.g:
• Thumbnail: 150x150 • Medium: 300x200 • Large: 600x400
Images / tips
Centre for the Promotion of Imports from developing countries | April, 2011
35
show
Next >
What draws your attention?Smart imaging
What draws your attention?Smart imaging
What draws your attention now?Smart imaging
What draws your attention now?Smart imaging
… and a bad practice
… and another bad practice
…. Use of pictures
Assignment