Web page elements

Homepage

must be able to tell what site is about after 5 seconds
- consistently support tagline
- get to other parts of your site
- don't use welcome statement
- orient vistitors to site
- include call to action
keep content fresh
- showcase best and newest content
navigation should summarize content of site
testing what site is about in 5 seconds
- what do you remember about page?
- what is site about?
- fivesecondtest.com or clueapp.com

images
- use high quality photos
- for ecommerce:
  - must be able to zoom in and see details
  - different views
  - scale
  - what product does
    - in action
    - what it produces
on eCommerce sites, show price or at the very least:
- manufacturer's suggested retail price
- price range
- price hint (rolls royce, toyota)
have a call to action (what you want your visitor to do now or later)
- content must have value
- reciprocity (exchanging something of value)

why would someone give you info?
- must be in context at the right time
  - bad: asking for info before viewing products
  - better: asking for info during checkout
  - best: after you have given user something
make it painless
- users don't want
  - marketing question that do not give value
  - questions used to send info they don't want
descriptive heading and summary
use single column of fields
use different sized fields
label required fields
use drop-downs and radio buttons
do not use a reset button
use a descriptive verb vs submit
provide confirmation screen
let people fill out info how they want vs in a specific format (ie phone #)
do validation of each field vs whole form
put list of errors on top of form (don't blame customer!)
highlite red fields that have error
usablity test forms with real users

use correct kind of media
does it enhance the user experience
no auto play music or video
no media that requires special plugins
for explanation not decoration
when using decoration
- match color scheme and style of site
- do not draw attention from content
- be information rich
- avoid purely decorative in body where users are looking for info
interactive content
- move items around
- color changes
- option/configuration changes
- give immediate feedback when performing an action
put downloadable content on separate page
- better for SEO

balance with content
- content more important in long run
- place ads in margins
testing shows people tend to ignore ads
- make sure that they are relevant