Web Design: What makes a website successful?

There is a vast number of websites available to the Internet users as there is a demand for different skills from the end user to make the most of a web site. So, the question we are trying to ask is what makes a web site better than another?


For a website to become successful there are many factors to be taken into consideration. Below there is a list of the three most important factors, which are discussed in detail:

Ease of Navigation and Usability


Usability refers to the functional side of the website in order to provide information effectively and time-efficiently and this can be understood by looking at the human-computer interactivity and the web design process (Yates 2005). Usability as described by Chadwick (2001) refers to how easy it is for the users to access the website and it includes the page layout, which users are able to navigate and learn how to use in order to gain information. In detail, Peter (2002) addresses the usability of the website as the ability of the user to navigate quickly and easily around the website and more specifically allows users to find information or ‘lead’ them to the information rather than ‘push’ them towards it. In design terminology, this can be achieved by optimising the site navigation architecture, in order to make it easier and efficient to the user.


Accessibility


Accessibility as described by Yates (2005) refers to the ability of users to access the website information, thus providing enhancements for the users with disabilities. For example, people with disabilities such as, deaf, blind or people with mobility dysfunctions require specific website designs that respect the individuals' difficulties. Nielsen (2000) suggests that companies should provide accessible websites to people with disabilities as a priority during the website development. During the development designers ought to take into consideration the colours, layout and adaptability of the website when used by people with disabilities. Accessible websites are more likely to be favoured and increase customer satisfaction, in particular amongst disabled people. Moreover, accessibility refers to the global reach of websites and the diverse user population (Cunliffe 2000). Not all users have the same language capacities, cultural backgrounds and so on and an increasing number of companies trades with individuals from around the world. For example, providing the information in a number of different languages including English is essential and the way information is communicated needs to eliminate cultural gaps that might exist. For example, the imagery/pictures and the way language is used could be formal but also friendly.


Download Speed


Although, Pearson, Pearson and Green (2006) suggest that download speed is mainly affected by the telecommunications infrastructure, there is a number of factors in the web design process that affect the download speed of a website. For example, the use of video/audio files and images can decrease the download speed of a website. Different studies conducted in the past suggest that users find download speed as an important factor in website preference and they favour simple and content-focused websites over the ones with flashing images and banners, which increases customer satisfaction and product preference (Pearson, Pearson and Green 2006).

Practical Recommendations


There is a large number of online information on how to build a successful website, for instance GBBO.co.uk provides free website templates and general tips on how to build a website from scratch. Also, TheBestDesigns.com provides free designs created by users for users. However, the following tips should be followed when designing a website...


When designing the navigation architecture of a website designers ought to take into consideration the user’s frame of mind and not the company’s internal thinking, in detail navigation needs to be simple, user oriented, efficient and flexible in order to increase likelihood of return visits (Pearson, Pearson and Green 2006). For example, a search button is essential for users to find the information they are after, as well as the kind of fonts used and the colour palette, all create value to the company’s website. Some useful tips on good navigation designs can be found here.


Cox (2001) argues that site statistics can provide a good understanding of who the user is, how he/she makes use of the website and for what purpose. A company can benefit from the use of site statistics as it can provide realistic information on how the website is used.


Accessibility can be achieved by providing different views of the same page to different users according to their disability (Cox 2001). For example, users with visual disabilities require a certain kind of font and colour scheme to be used to enable them to view the website content. More information on accessibility, why it is important and how it can be achieved in the website development process can be found here.


In the past five years there has been an increase in the use of various devices other than PCs and laptops to access the Internet, for example notebooks, large screen computers or mobile phones. The content of the website needs to be adapted and designed in such way that it appears seamless across the different media used to access it (Klaasen 2009). The iPhone has recently become a very popular device to browse the Internet and some useful information on how to build good websites for mobile phones can be fount here.



References

Chadwick, T. (2001) ‘What is website accessibility?’[online] available at
www.tbchad.com/Usability/what_accessibility.html [3 April 2010]


Cox, A. (2001) ‘Web Site Design and Content Management’ Vine 31(3), 3-5

Cunliffe, D. (2000) ‘Developing Usable Web Sites – A Review and Model’ Internet Research: Electronic Networking Applications and Policy 10(4), 295-307

Pearson, J.M., Pearson, A. and Green, D. (2006) ‘Determining the Importance of key Criteria in Web Usability’ Journal of Management Research News 30(11), 816-28

Peter, D. (2002) ‘Usability and Accessibility – Everyone Learning’ [online] available at www.cdlr.tamu.edu/dec_proceedings/dec%202002/david_peter.pdf [4 April 2010]

Yates, R. (2005) ‘Web Site Accessibility and Usability: Towards More Functional Sites for All’ Campus-Wide Information Systems 22(4), 180-88