Be sure to print this article and use it to enrich your home page design.
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The page usage allocation on this homepage is out of step with tasks the page has to perform. It is out of synch with the goals for the website outlined to us by the company, as well as those demanded by website best practices.
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Most harmful to business results is the amount of space given to content. Visitors arrive at a website to perform research, to collect information in advance of a buying decision, or to perform tasks associated with the business process in which they are involved.
On the Homepage, Content is Kimg
On the homepage, content has many tasks to perform, one of which is assuring the visitor they've come to the right place to accomplish their goals. If the homepage does not make that point quickly and unambiguously, the visitor is lost.
Get In All The Content You Need
The content area should be larger in most homepage designs. In this case study, filler space (that does nothing) is three times as large as that given to content. Over twice the amount is used for Site Identity and Branding as that given to Content.
This homepage design will result in a high "Bounce" rate. Valuable space needed to convince the visitor to explore the site more, to click and go inside, is just not there - a very costly loss.
Don't Use All The Content You Can
Warning! The amount of content designed into your homepage can be overdone as well. Some sites are so afraid of missing out on the opportunity to tell every message they know the homepage becomes cluttered and overly busy. This results in an equally large bounce rate.
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CASE STUDY - HOMEPAGE-2
CASE STUDIES
