How to improve usability

An organization that sets out to improve the usability of its web presence must do three things. It must figure out what is wrong, figure out how to make it better and then test the solutions to make sure they work.

Track User Activity

Web conscious entities usually have tracking technology in place already in the form of click trackers, heat maps and so forth. To identify usability issues, it is important to analyze every bit of data yielded by such software. How long was the user on a given page? Was the visitor scrolling as if reading, or playing with an interactive feature? Or were there random clicks, as if the user did not know what to do? Or worst of all, did the page just sit there until a confused surfer gave up and closed it? This sort of data helps web site builders identify problem areas.

Brainstorm

Once web designers know what the problem is, they have to come up with the solutions. For instance, if visitors are clicking through the navigation menu, one link after another, chances are that they are looking for something. Designers will brainstorm a number of possible solutions, ranging from explanatory button graphics to test adjacent to the button to text that appears when the user mouses over the link. Then the best idea for the particular situation would be selected and implemented.

Test Changes

Putting a better system into place is not the end of the process, however. The new procedure may present problems of its own of which the developers were unaware. To make sure users can now access all the features of the site, it is necessary to test it. Initial testing may involve calling in a naive user to try to work through the site in the presence of the developer who can profit from both conscious feedback and moments of puzzlement. Once the web site goes live, the same type of monitoring that identified the initial problem should be used to make sure the solution works.

Special problems

All web sites must be usable to be useful, but some sorts of web presence require more thought and expertise in order to achieve a degree of user friendliness.

The complexity issue

Some sites, such as e-commerce sites or communities with a large number of features, require navigation of intricate subsystems and complicated controls. These sites require additional thought to achieve usability. The web page that the user sees is less a piece of information in these cases than a user interface in itself, and it should be designed with this in mind. The same sort of sketches, mockups and tests required when developing software interfaces will be needed for complex web sites, and they are most easily accomplished by trained professionals.

Mobile usability

If web sites meant to be used on computers must be user friendly, those for use with mobile devices must be even more intuitive. The smaller screens and different controls common on mobile devices require different best practices to achieve usability. Even the simplest content will have to be optimized for mobile devices on a page by page basis. Because of the rapidly changing nature of mobile technology, this is another area where web site owners may find it advisable to consult a professional.

Disabled access

Sites under the control of certain entities, including the US government, have to be accessible to everyone who uses the web, including disabled people using adaptive technology. Even those not under the mandate may find it good business not to exclude anyone. Very simple pages that are carefully validated against HTML standards are accessible by nature, but anything more complex is likely to require the assistance of someone trained not only in web technology but also in accessibility.

Web site usability is a huge factor in the success of any web presence. In order to act on the information presented in a web site, users must be able to get to it and they must know what to do once they have accessed it. A testing and brainstorming strategy can achieve acceptable levels of usability for simple sites, but complex web systems like e-commerce sites and any site that must be accessible through mobile devices or adaptive technology may require the help of a professional trained in the latest web technology.

Responsibilities

- Work closely with the Project Manager and other members of the Project to complete projects on time.
- Attend client meetings during the sales process and during development.
- Work with clients and the Project Manager to build and refine website content
- Determine appropriate architecture, and other technical solutions, and make relevant recommendations to clients.
- Communicate to the Project Manager with efficiency and accuracy any progress and/or delays.
- Engage in outside-the-box thinking to provide high value-of-service to clients.
- Alert colleagues to emerging technologies or applications and the opportunities to integrate them into operations and activities.
- Be actively involved in and contribute regularly to the WordPress development community.

Required Skills

- 3 years minimum experience with HTML/XHTML and CSS
- 2 years minimum Web programming experience using PHP
- A good working knowledge of SQL
- Web development experience without a “know it all” attitude (see the SNL IT guy)
- Development experience using WordPress
- Experience developing and implementing custom WordPress projects
- Self-starter with strong self-management skills
- Ability to organize and manage multiple priorities

Please send a portfolio of your recent work and resume to support@guilddev.com

Keep it simple
Visitors do not like to read long pages of text on a small screen. With this in mind, many web designers are creating simple pages that are easier for the user to scroll. A simple design keeps users happy and makes it easier for the business owner to focus on creating solid content.

Links
When a visitor comes to a site, he or she will leave if the site is difficult to browse. A mobile website must have all the important links on the top. When a site has easy to reach links, visitors will have an easier time finding what they are looking for.

Images
Many business owners rush to build a website with plenty of images. While having many colorful and beautiful photos can help a site, it can also bother visitors from smartphones. When launching a mobile friendly website, a webmaster must re-size large images. A website owner who re-sizes images will keep mobile visitors happy while not taking away from the customer experience.

Phone calls
In many cases, a visitor with a smart phone wants quick access to a phone number. Most businesses would do well by having a click to call feature on their mobile website. With this feature, a visitor can make a phone call with one tap the screen. Click to call is important for businesses such as restaurants and e-commerce sites as they need to keep communication open with the customer.

Social media links
Since smart phone users are usually ahead of the curve, they enjoy social media more than the average Internet user. With this in mind, many sites have now began placing social media links on their sites.

Site speed
Most website owners do not realize the importance of site speed. For starters, a fast loading website will do well in search engine optimization marketing. More importantly, when the site loads fast both mobile and traditional users will be pleased. To speed up a site, most web designers are using more efficient code and removing unnecessary files and videos.

Using a smart phone to access the Internet is becoming more popular with each passing day. The trend will continue as more people buy phones with Internet capabilities. A business owner realizes this and builds a website that is friendly to mobile users will beat the competition.

Start With Keyword Suggestion Tools
When you are looking for the best words to use on your site, think about looking up a keyword suggestion tool. There are a number of great tools that allow you to learn more about the various keywords out there, and the nice part is that many of them are free or available for a very small amount of money. You can type in the service or product that you provide, and then you can get a long list of results. One great keyword tool to use is Google’s Adwords Keyword Tool. This tool analyzes your website and suggests new keywords for you. This is a great choice when you are looking at getting the right kind of traffic to your site.

Do Some Brainstorming
Although there are some fantastic tools out there that allow you to generate your own lists of keywords, remember that there is nothing quite like the human imagination. Sit down, and consider what you would be looking for if you were searching for your own service. For example, if you are someone who offers a pre-cooked meal delivery service, you will find that aside from a listing of food, you should consider keywords like “delicious lunch,” “amazing dinnner” and “mouthwatering breakfast.” Remember that inserting associated keywords can help people find you very quickly. Not everyone on the Internet knows exactly what they are searching for, so help them out.

Get Specific
When you are looking at a list of possible keywords, you will discover that the more specific you get, the better. You will likely find that the more general keywords that you have picked up are going to be sprinkled through your site as a matter of course. If you are selling organic baby clothing, all three words will wind up on your site fairly often. What you need to remember is that specificity is the key to improving your ratings. Things like “bamboo baby clothing” or “unbleached baby clothing” are things that need to end up on your site.

Long Tail
The search engines are playing a higher priority on long-tail keywords these days. The search algorithm has changed to the point where long tail keywords are in high demand, and one of the great things about that is that it allows you to compete very well with people who dominating the market. If you are a smaller business, your skill has always been in providing people with small and specific services that they cannot get anywhere else. Search out long-tail keywords by thinking about the short phrases that you use to describe your business and go from there.

Singular and Plural
In many cases, it is still important to have both singular and plural versions of the keywords on your page. Search engines will still parse the words “chocolate” and “chocolates” as two different words. Do not think that you can get away with a fairly low amount of text on your site. Think of your text as the meat of your site, and use both plural and singular versions of your most important key words. This can make a huge difference to how your SEO campaign goes.

The More the Merrier
Across the board, you will find that it is far, far better to have more words than less. SEO experts refer to this strategy as a buckshot approach, where you cast your net very wide and see what it will catch you. If you have the time and the resources to use all of the words you find, do so!

Take a moment to think about where your search engine optimization efforts should be. There are so many great tips for you to use, so pick one and get started.

Responsive Design
We use a variety of web-connected devices to access the Internet, such as desktop, laptop computers, tablets and smart phones. Everyone has tried to access a website on their smart phone, only to get an error message stating that the site is not compatible. However, many web designers are favoring responsive design, and it proves to be one of the biggest trends in 2013. Responsive design can be thought of as a universal code that allows websites to be viewed on any device. Several news and media outlets have already embraced responsive design, but don’t believe this trend only covers smaller devices – large-screen web browsing is included.

Typography
Typography-driven websites have been around for a quite a while, but it’s still a growing trend that web designers should focus on. Replacing eye-catching images with stylized font that fills an entire webpage, typography is quickly becoming a staple in any web design. Font choice, color and design are all noted by visitors to a page, and a bad font choice turns off page visitors (we’re looking at you, Comic Sans!). Defining body text is what guides visitors towards important pages within a website, and this is why typography is an important trend to embrace. It’s amazing how a decision as small as font choice can drive an entire website.

Vertical Scrolling
Scrolling down a page can reveal a treasure trove of information to site visitors. However, once you reach the bottom of most pages, you have to scroll back to the top to navigate to another page. Vertical scrolling is perfect for mobile devices, and can be used in either portrait or landscape orientation. Adding more control and power to this trend are scrolling menus that are fixed at the top of a page and do away with the need to scroll back to the top to navigate elsewhere. Combining responsive design and typography with vertical scrolling make a perfect web design formula usable on nearly any capable device.

Skeumorphism
Skeumorphism is a fancy word for making one thing look like another. This has been quite a trend in computer lingo, and will pick up merit as 2013 progresses. Skeumorphism aims to make computer and mobile application shortcuts look like something we are familiar with in the tangible world, such as manila folders and waste-baskets. As this trend speeds up not only will application shortcuts look like other objects, but programs will begin to look more like their namesakes. However, skeumorphism is an area where Microsoft and Apple have differences. Apple loves skeumorphs, and uses them abundantly on their products. However, Microsoft’s latest system, Windows 8, eschews their use.

Digital QR Codes
QR (Quick Response) codes have been a circulating web trend for a while. With one quick snapshot of a QR code, visitors can be directed to a website in seconds. This streamlines the transmission of data from a website to a visitor, allowing them to explore the web on the go. Used in web design, a QR code can provide a quick access to a company’s information, and a quick call to action, if desired. Smart phone users are on the rise, and QR codes are geared towards smart devices and tablets. QR codes are great for accessing websites, as they can bring offline customers online easily.

Although these five web trends are only predictions, there is no doubt that they will change web design throughout the year. A successful website in 2013 will include any combination of these trends, or feature growing trends only starting out. These trends will hold their ground as new technology develops.

Consider the Customer

The best ecommerce sites always have one thing in common: they know their customer. This seemingly simple step is more difficult than it first appears. When companies hire a web designer, the designer will often try to make the most aesthetic and beautiful site. In reality, the best sites are the ones that make customer navigation the easiest. Top ecommerce sites like eBay or Amazon are not the most attractive sites, but they are the easiest to navigate. Keeping the customer’s needs in mind is the easiest way to set up a successful website.

Tracking Clients

Google Analytics and similar software programs can track the different people who visit an ecommerce site. Companies can see how much traffic they are receiving and where it is coming from. By doing this, they can figure out which marketing ventures are the most successful and figure out generalities about their clientele. This useful information allows the business to tailor their site to the client and effectively market to new customers.

Develop a Niche and High-Quality Products

Despite the technological innovations offered by the web, an ecommerce site will still only manage to be successful if it has a high-quality product. Like traditional brick-and-mortar businesses, an ecommerce site can only retain its clients if the product offered is unique and well-made. Clients may try out a new site once, but they will not return if they do not like their purchase. Companies should find a niche area to fill that has a decent profit margin.

Versatility

Small businesses can become profitable because of their versatility. They can cater to each customer’s needs and ensure that their staff listens to the clients. Ecommerce sites offer small businesses the same versatility because smaller players are more able to adapt to new trends and switch their marketing style.

To take advantage of this, small businesses should select an ecommerce platform that allows a great deal of flexibility and is easy to use. They must be able to change payment options, web pages and design layouts on-the-go to cater to new trends in the marketplace. Many ecommerce sites find platforms like Magenta or OsCommerce to be extremely useful. Although many beginners choose WordPress, a better platform can be found with Zen Cart. The only negative behind Zen Cart is its lack of a payment processing option. As companies set up their site, they will need to ensure that the platform offers all of their needs or find another place to find it.

Market Research

To ensure success, companies should conduct some simple market research before they ever start to sell their first product. Using Google AdWords, businesses can create a range of advertisements to attract potential customers. The ad can redirect to a landing page where the client can input their e-mail address. Once the product is available, the company will have an instant customer mailing list. By doing this, companies can see the potential clients that their ecommerce site can attract and gain an immediate customer base. If interest in the product is low, the company can restructure its business plan for a more successful experience.

The key to having a successful ecommerce site is to plan in advance. Companies should create pages that are easy to navigate and target a niche market. If they plan their online offerings as carefully as they would a brick-and-mortar business, their company will be able to have a successful opening day.

Here is to another year of “Not Just Websites, Websites that WORK”! Thank you!

The key to reaching your core audience is showcasing your product in a way that stands out from the competition. In print, this could be taking out a full page ad versus a quarter page ad. The World Wide Web community requires more savvy techniques due to the volume of content available to the potential customer base. Search Engine Optimization or SEO, is the best way to reach the target audience. Google Adwords will get you to customers who want to buy your product. There are good ads and not-so-good ads. A poor ad consists of information too generalized for a broad audience. A poor ad does not get to the core audience. The tools available through Google Adwords will help you build a good, if not great ad campaign. There are some tips to make sure your campaigns are specific to the intended audience. This is a streamlined way to reach them and sell your product.

Pick keywords and keyword phrases related directly to products you are marketing. For instance, if you are selling quality used American-made automobiles with a partial manufacturer’s warranty, and they are all one-owner vehicles; the ad campaign should hit on these key points. Some keyword phrases you would use are “partial manufacturer’s warranty”, “one owner vehicle”, or “quality used automobile”.

Adwords utilizes four specific types of keyword categories. These are general, specific, exact, and negative. Each has a certain role to filter content to the intended audience. A general keyword phrase is related to your product but not your exact product. Specific match keywords are those more directly aligned with the products you are offering. An exact match is to eliminate all other possibilities. Negative matches are important because the sole purpose is to disqualify certain words from your ad campaign. If someone is searching for quality used foreign automobiles, the negative phrase “-foreign automobiles” will lead those users to other websites. You will not pay for someone clicking your ad who has no intention of doing business with you. It is a simple part of SEO, but important when considering the CPC or Cost Per Click price tag on the Adwords product.

Ensure the ad text is descriptive enough to get potential customers to your website. Bring your product front and center by using the URL effectively. The URL should bring the user to the page they want to see; not the home page. If your website has pages for financing options, current inventory, and the history of your business, the URL should bring the customer directly to the page showing current inventory choices.

Using Adwords can grow your business. If you stay diligent and maintain the ad campaign, you can modify and make changes where necessary for optimal productivity and success. The more traffic to the website, the more sales you can generate. For more information on Adwords go to http://adwords.google.com

The Wrong Way to Get Reviews

There are many sites out there that offer customer review services, but do not fall into that trap. Any customer who is looking for honest reviews of products or services can pick these within several seconds. They are almost always entirely positive in such a gushing manner that it is obvious they are fake. The more fake reviews seen in customer comments, on review sites and social media, and on blogs, the more likely potential customers are to go elsewhere for a similar product or service.

That is definitely not good for the bottom line. Rather than spread a good reputation and word of mouth, these false reviews will have people advising their peers not to use that product or service. It is a good idea to encourage customers to write a review, but it is not okay to tell them how to write the review, which way to vote on a review site or bribe them with discounts for positive reviews. A customer may smile and nod when asked to do such things, but they are just as likely to turn around disgusted and say to friends, family and the Internet at large, “You are never going to believe what they asked me to do!”

The Right Way to Get Positive Reviews

It is surprisingly easy to get good reviews online, but it does require a lot of dedication to customer service and perseverance in making sure customers know they matter. The first step is searching for reviews and reading them. If a customer posts a negative comment anywhere online, get in touch to find out if the problem can be solved rather than simply deleting the comment it and forgetting about it. Conversely, thank customers for their positive words — it lets them know a business actually does care about their opinions.

Positive online reviews are that simple. Try directly interacting with customers and watch the good reviews start popping up everywhere. As the good starts outweighing the bad, Google rankings and other search engine rankings should increase quickly and consistently.

OPTIONS
Here are the Top 5 live chat software products for auto dealers:

1. Contact At Once! live chat software – www.autodealerchat.com
2. Outsell digital engagement platform – www.outsell.com
3. ClientConnexion instant connexions – www.clientcx.com
4. SalesChat live chat services – www.saleschat.net
5. ChatStat technologies – www.chatstat.com

COST
Cost differs by provider and is typically determined by:
- Number of users
- How the chats will be answered (by dealer or by chat receptionist)
- Whether answering is 24/7 or only during specific hours
- Monthly subscription model or pay-per-lead
- Chat only on the dealership website or also from all marketing/advertising locations

Choosing a live chat software can seem complicated at first, but this resource and others are available to zero in on the top options for your dealership.