![]() ![]() Often many departments are lobbying for homepage real estate, and the best lobbyists win. Unfortunately, many companies' corporate politics drive homepage design more than users' needs do. We don't address this issue in these guidelines because it depends on each site's users and tasks, as well as the company's business goals. One of the most important design decisions for any homepage is determining what content merits homepage coverage. Most of these topics deserve a level of detail that we feel is best left to separate books and reports, many of which exist already and are listed here. In an effort to limit the focus specifically to homepage guidelines, there are several important issues we do not address. ![]() If you make a decision not to follow a guideline, do so based on customer information in the context of your homepage. Although you can greatly improve the usability of your homepage by following these guidelines, you also need to involve your own users in the process through methods such as field studies and usability testing and incorporate iterative feedback into your development cycle. ![]() However, we've developed these guidelines from our combined 14 years of experience, running user tests on homepages and observing what makes them pass or fail user scrutiny. For all sites, there are surely exceptions. This is an extensively illustrated book, and it is only in the context of a visual example that you can fully appreciate the negative impact of ignoring these guidelines.Īll said, these are just guidelines, not axioms. You'll need to look at the individual site examples to see these guidelines used properly or, more often, overlooked. While we encourage you to use these guidelines as a checklist when designing your homepage, recognize that they are written in an abbreviated manner here. On closer examination, this change doesn't seem small at all. If you kept all design and writing exactly the same on this site but decided to show only local New York content on the homepage and link to all national and international news, it would inexorably alter the entire site. Consider the homepage for The New York Times. All homepages would benefit from being treated like a front page of a major newspaper, with editors who determine the high-priority content and ensure continuity and style consistency.Įven small changes to homepages can have drastic effects. One of the biggest values of a newspaper's front page is the priority given to top news items. Your homepage is often your first - and possibly your last - chance to attract and retain each customer, rather like the front page of a newspaper. Knowing the unique behaviors of your customers will give you a better understanding of the marketplace and your competitors, so you can develop strategies that highlight your strengths.While many of these guidelines can apply to web design in general, they are especially critical to follow when designing your homepage, because the stakes are so high. Conducting 330,000+ surveys a year throughout the U.S., Nielsen Scarborough ensures that advertisers and media companies are equipped to meet the needs of their customers and uncover new strategic possibilities. Nielsen Scarborough captures local and national consumer insights across 2,000+ categories including leisure activities, shopping behaviors, purchasing patterns and media consumption. Nielsen Scarborough’s consumer insights provide the detailed information you need to understand today’s evolving consumers, regardless of their market or industry. You need to know who your consumer is, as well as their unique behaviors and what motivates them. Overview Add local consumer insights to your business strategyĬonsumer demographics across the U.S. ![]()
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