In the previous post, Best Practices For Better B2B Website Experience, we discussed five heuristics laid by Jakob Nielsen for better B2B website experience. Let us just take it ahead fro m where we left earlier.
Heuristic #6: Base Everything on Recognition Instead of Recall
Jakob Nielsen says: “Minimize the user’s memory load by making objects, actions, and options visible. The user should not have to remember information from one part of the dialogue to another.” In layman’s terms, your web design should so that the buyers are easily able to recognize where to go or what to do next. This can be done with the help of a few UX features.
Accordions – Accordion is a vertically stacked list of items that reveals some content when each item is stretched. They work as expected when you use something similar to what the customer or user has in mind.
Sticky menus – The biggest problem that we face when the web pages are too long is how to make the buyers realize that the page length. This is when sticky menus offer help. This would help the buyer to have access to the menu navigation options regardless of how long page is.
Changing the link colors when visited– Though common, this is a very overlooked principle that should be taken in to consideration by designers and developers.
Heuristic #7: Prevent Errors
Jakob Nielsen says: “Even better than good error messages is a careful design which prevents a problem from occurring in the first place. Either eliminate error-prone conditions or check for them and present users with a confirmation option before they commit to the action.”
In layman’s terms, the best way out to deal with the errors is to avoid them at the first place. Do whatever best you can do to avoid errors. Any design that has been crafted while keeping in mind user experience will automatically reduce the chances for errors. Here are some errors that we believe are possibly easy to prevent.
Typing incorrect information in the web form: This is something that happens usually when you make too many efforts to make the forms clean and in the effort put the field names inside the fields themselves. When the buyer clicks over the field, it becomes difficult to memorize what he was supposed to write in it.You should keep it easy for the buyers. The best way out is to avoid stretching the short term memory and simply laying the field names outside the form.
Heuristic #8: Keep Your Design Aesthetically Minimalist
Jakob Nielsen says: “Dialogues should not contain information which is irrelevant or rarely needed. Every extra unit of information in a dialogue competes with the relevant units of information and diminishes their relative visibility.” In layman’s terms, Keep the design’s appeal minimalistic as simpler designs are known to be more appealing to the buyers. We would not saying much about this heuristic as we believe a simple example would be enough to state everything.
Basecamp is a good example as it has a simple approach where it demonstrates one prominent call-to-action for existing users at the top and other prominent call-to-action for the new buyers.
Heuristic #9: Allow Users to Recognize, Diagnose, and Recover From Errors
Jakob Nielsen says: “Error messages should be expressed in plain language (no codes), precisely indicate the problem, and constructively suggest a solution.” In layman’s terms, make sure that the web design is free from errors but in case, there are some errors, offer the buyer with a quick way to recover.
Again, we would be taking an example in this case to describe how to mitigate the frustration of users. In the image below, Digital agency Bluegg shows a classic way of easing out the frustration of not finding a page in a very humorous way. Other than being funny, it offers the users with the option to go back to Bluegg’s homepage.
Heuristic #10: Offer Help and Documentation
Jakob Nielsen says: “Even though it is better if the system can be used without documentation, it may be necessary to provide help and documentation. Any such information should be easy to search, focused on the user’s task, list concrete steps to be carried out, and not be too large.” In layman’s terms, make sure that your website does not require any directions for how to use it. It should be simple in terms of usage. However, offering a little help would not do any harm. Lets us have a look at the steps as in how this could be done.