In a recently published research report, I examined the results of more than 1,200 Web Site Reviews that Forrester has completed over the last 10 years. It turns out that Website experiences still need a lot of work. To begin with, 60% of sites ended up with “poor” or “very poor” scores in 2008.
Our expert review grades 25 criteria across four areas: Value, Navigation, Presentation, and Trust. When examining how sites have done in each of these areas, we find that they most often fail the Navigation criteria.
As sites have become more complex, they’ve piled on content and functionality (more Value) which has made it more difficult for users to find what they need. Here are the five criteria which sites failed the most in 2008:
- Is text legible? (18% passed)
- Is the task flow efficient? (22% passed)
- Does the site present privacy and security policies in context? (30% passed)
- Do page layouts use space effectively? (31% passed)
- Are category and subcategory names clear and mutually exclusive? (34% passed)
The bottom line: Firms should consider an “ultrasimplicity” strategy.