Website Optimization: Users Don't Enjoy Pursuing Your Site Like a Game of Hide and Seek
In the realm of product design, particularly web design, the principle of findability plays a pivotal role. Credited to Heather Lutze in SEO and social media, and popularized by Peter Morville, findability is not just about the visibility of items, but providing an experience tailored to user needs and intentions.
User research offers valuable insights into audience characteristics and drives. By understanding who our users are and what they seek, we can create products that cater to their requirements, thereby improving findability.
Findability is an essential usability consideration for all products. Users will abandon them if they cannot find things easily. In fact, research suggests that 34% of visitors leave a site if the search function is unsuccessful. Conversely, making it easier for visitors to find what they are looking for can increase the chance of a purchase.
Michael Henderon identified four key factors that influence findability in websites: the availability of site search, related links and products, the degree to which the site matches the user's needs and preferences, and the cross-device experience.
Methods for improving findability in product design primarily involve optimizing information architecture (IA), applying clear navigation and labeling strategies, and conducting iterative user testing such as tree testing and early-design testing. These methods significantly enhance usability by making it easier for users to locate information quickly and intuitively.
Effective IA uses intuitive labeling and navigation systems, like breadcrumb trails, search, filters, and consistent menu ordering. Early-design and tree testing help refine navigation paths, category names, and structure to ensure directness and reduce time-on-task.
Consistent visual hierarchy and UI design principles also play a crucial role. Employing visual cues like size, color, and placement to highlight primary actions and important information guides users naturally through the interface, preventing cognitive overload and enhancing findability.
In complex or busy websites, methods to improve findability include allowing users to save items for later, using cookies, implementing intuitive site architecture, and using well-organized menus and navigation tools. Top-level navigation, dropdown menus, consistent menu ordering, allowing filtering of results, and providing strong information scent are all effective strategies.
Research indicates that 50% of online buyers go directly to the search function. Therefore, it's essential to ensure that search functions are robust and effective. Faceted and network structures, search-based structures, and using faceted filters (e.g., price, category) can help users narrow results efficiently, while search-based structures offer direct keyword access for vast content sets, aiding findability by bypassing navigation layers.
Improved findability leads users to their goals faster and with less effort, resulting in higher satisfaction and fewer errors. This reduced cognitive load and smoother interactions enhance overall usability. When users easily discover products or information, they are more likely to convert, whether by completing purchases or desired actions. Clear navigation increases confidence and trust in the product, directly influencing conversion rates positively.
Iterative testing and prioritization of features related to findability ensure resources focus on the most impactful improvements, balancing user value and implementation effort to maximize ROI. Basic methods for improving findability include using familiar user interface design patterns.
In sum, investing in robust IA, early usability testing, and consistent UI design improves findability, which enhances usability and drives higher conversion through efficient, user-friendly journeys.
UI design, employing visual cues like size, color, and placement to guide users, plays a pivotal role in boosting findability. User research, by investigating user characteristics and goals, offers insights that facilitate improvements in findability and product design.
