Catering to different user behavior

One of the key design objectives for the terrakeramik.com website was to provide several different ways for users to browse/search the site. Although at present our site is not large, it is important to recognize that different users will navigate a website in different ways and therefore the site should cater to different user behavior. Equally important is to make any page on the site easily and quickly accessible. We did that in several ways:

  • Horizontal navigation bar with two levels
  • Contextual links embedded in text
  • List related items in right side column – items are clickable
  • Integrate a site search engine above the navigation bar
  • Minimize number of clicks to reach any page (max. 3)
  • Optimize page load speeds
  • We are using several free “web statistics” tools to track and learn about user behavior to continuously improve the user experience (our site does not collect any personal information about users unless explicitly stated, e.g. to enable the shopping cart). One of these tools, Google Analytics, allows website owners to track and analyze how users enter, navigate and exit the site, what content they view, how long they spend on the site, whether they return, and if they transact on the site. Note: Google Analytics is absolutely free, and can be used with or without Google Adwords or any other marketing/advertising campaign. It does require you to copy and paste a code snippet on every page you wish to track. Goggle Analytics is a fantastic analytical tool, but our assessment is that it is a works-in-progress (Google doesn’t label it “beta” but probably should) and some of the stats deviate more than expected from Awstats and Webalizer.

    We also would like to explain our thoughts about site search. You may question site search for a small site, but we thought that if someone came to our site looking for red cappuccino cups or yellow dinner plates, they may be more inclined to type the search phrase into a search engine rather than using the navigation bar. Or they may be looking for a cheese fondue recipe or how to make a caffe latte, in which case they may again prefer to search. Our decision to incorporate site search was also based on implementation cost (license fee plus time to integrate and configure). We found Wrensoft’s Zoom search engine to be the answer. A free version (with no advertising) is available for small websites up to 50 pages. For larger websites, you can purchase either the standard version ($49) professional version ($99) or the enterprise version ($299). Zoom is easy to install, configure and maintain (ours was up and running in about 30 minutes) and runs on javascript, PHP, ASP or CGI. It is capable of full text searching of static and dynamic files (including PDF and Flash). And it supports foreign language search. You can modify the CSS and seamlessly integrate Zoom into your site (e.g., add to the navigation bar). The search algorithm is open and configurable for the experienced programmer. The search results page is configurable, and we included a quick shopping cart at the top of the search results page. Wrensoft has just released version 5.0 of Zoom. All in all a great package!

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