Results published recently by US research firm, Forrester, highlight the need for great care when writing for the web.
Forrester tested the 'user experience' on 35 websites of major American companies. Believe it or not, all 35 sites failed the usability test!
And look at some of the big name sites tested: Apple, Citibank, Oracle, AT&T and Kmart. I'll say it again - all 35 failed.
Each site was tested with relevant goals. Like, finding bank branches or ATMs, researching prices or product features, getting a quote or purchasing online.
Forrester assessed the sites on no less than 25 criteria that covered:
- Value - does the landing page have content that supports the user goals?
- Navigation - is the wording in hyperlinks clear, the content logical and search function precise?
- Presentation - is the language easy to understand, does the text layout make scanning easy and do interactive elements behave as expected?
- Trust - is security and privacy obvious, is feedback clear and help available?
The researchers said "the most common problems were with missing content and functionality, inefficient task flows and illegible text."
Twenty one of the sites consistently failed to provide clear language.
Certainly provides food for thought for the 21 content writers responsible! How does your company's site stack up?
