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The Three Stages of Site Evolution by Todd Follansbee
January 24, 2008
Abstract - Sites which are not designed with careful usability and persuasion guidelines typically follow three steps in their evolution until they are optimized. These stages are Functional, Usable and Persuasive and site success is a direct result of where a site falls in this continuum.
1. Functional Stage - The typical Functional site gets launched with no user testing. Normally: forms are reasonable in length, no broken links are found on the site, spelling and grammar is correct, images have simple alt tags, the site map is in place and basic search engine optimization is completed in areas such as page titles. Traffic report logs may be turned on but only basic information such as page views is gathered. It is estimated that less than 65% of sites even reach this level. Conversion of visitors into customers is very low, a high % of carts are abandoned and customer frustration is expressed through high bounce rates, frequent calls or occasional email complaints.
2. Usable Stage – The typical Usable site adheres to common usability guidelines: e.g., Forms are optimized, product feature sets are mostly complete and understandable, the navigation bar uses recognizable terms and it is relatively easy to find a product and place an order. People's expectations for pages are met, e.g., when you click on About Us you learn what you need to know about the company. Essential tasks are accomplished without trouble or frustration. Traffic reports are reviewed regularly and some basic page element testing has helped improve the site. People rarely buy more than their target product. Conversion rates are higher than the Functional site but many orders have to be completed offline in order for all customer questions to be answered and order problems solved. The user experience is far from optimal. Elements such as anxiety and risk have not been addressed, well crafted consensus tools are absent and no measure of brand impact has been done. Typically seniors and struggle with parts of the site and it fails to be as intuitive as it should. It is estimated that well below 20% of sites reach this level.
3. Persuasive Stage – The typical Persuasive site has employed careful user testing and an experienced staff member,typically a usability engineer, with a background in measuring persuasive elements such as: motivation, incentive and friction. Sales paths are complete and benefits focused, calls to action are obvious and compelling, forms are designed to be completed with minimal anxiety and maximum ease. People typically purchase more than they intended when they arrived at the site and they often recommend the site. Customer loyalty is common. All elements of graphic design present a professional image. Company branding is consistent throughout the site and page elements are commonly tested via traffic reports, following accepted guidelines for statistical significance. Customer service costs are reduced, order rates and return customers remain high, email outreach returns regular positive results and pay per click campaigns yield positive ROI. Less than 3% of sites reach this level.
Conclusion - Reaching the Persuasive level requires: user testing, careful attention to usability and persuasive guidelines, research on traffic patterns and a deep understanding of the customer persona(s). Until a site reaches the Persuasive level, advertising dollars to promote the site are not optimized, conversions are lost and performance is well below what can be achieved. Superior usability and persuasion are the single most important factor in site success, and can be achieved at both the small and large business level for a cost which can be readily justified.
Reprints Policy - This article is free for reprint as long as you provide a link to this site and acknowledge ownership. For more information or special permission, please email me. - Thanks, Todd
To watch a short video of a usability test please visit the download page.
