{"id":337,"date":"2007-06-03T06:34:05","date_gmt":"2007-06-03T06:34:05","guid":{"rendered":"http:\/\/www.davechaffey.com\/blog\/web-analytics\/findability-in-web-design-and-marketing\/"},"modified":"2011-08-14T11:13:19","modified_gmt":"2011-08-14T11:13:19","slug":"findability-in-web-design-and-marketing","status":"publish","type":"post","link":"https:\/\/www.smartinsights.com\/user-experience\/information-architecture-user-experience-persuasion-marketing\/findability-in-web-design-and-marketing\/","title":{"rendered":"Findability in web design and marketing"},"content":{"rendered":"

\"PaulIn this E-marketing Essentials interview, I ask web design and usability specialist Paul Rouke for the low-down on findability, which is increasingly applied as a discipline within usability projects, partly prompted by Peter Morville\"\u20ac\u2122s book \"\u20ac\u0153Ambient Findability\"\u20ac\u009d. <\/strong><\/p>\n

We define Findability, look at Findability methodologies, some of the biggest mistakes to avoid and as include some practical tips.
\n<\/strong><\/p>\n

Thanks to Paul Rouke for sharing his experience of findability applied to different types of commercial sites. Paul has over 8 years of experience in improving usability for\u00a0transactional E-commerce sites based on over 6 years as lead user experience\u00a0designer at Littlewoods Shop Direct (www.lwsdg.co.uk<\/a>)\u00a0and more recently with his web design and usability company PRWD (www.prwd.co.uk<\/a>).<\/div>\n

He also writes at www.paulrouke.co.uk <\/a>on usability, user experience and information architecture.<\/span><\/p>\n

What is findability?<\/h2>\n

Q1. What do you see as\u00a0findability? Why is findability relevant to marketers?<\/span><\/em><\/p>\n

<\/em>Consumers today are using more diverse channels to find the\u00a0product \/ article \/ review \/ price they are looking for.
\n<\/span><\/p>\n

I describe findability as\u00a0the success in which the consumer can fulfil their search, whether that be
\nthrough a search engine query, browsing a website, viewing blogs on a particular\u00a0subject, browsing the web through their mobile phone or PDA,\u00a0reading magazines and newspapers or asking a sales assistant in-store for a
\nparticular product.<\/span><\/p>\n

If a consumer is struggling to reach their end goal, this can and will\u00a0lead to frustrations, which in turn impacts the usability of the channel they\u00a0are currently using.<\/span><\/p>\n

For marketers, with internet usage continuing to increase, the consumer\u00a0is now more in the driving seat \"\u20ac\u201c no longer may they spend the majority of\u00a0their time watching tv or reading magazines, their exposure to marketing can
\ncross all channels, whether web, email, tv, gaming and print. The consumer decides\u00a0how they consume marketing messages based on their behaviour.<\/span><\/p>\n

For marketers, embracing the new multi-channel world by ensuring that\u00a0the product they are trying to market can be accessed through a wide variety of\u00a0channels, will in turn bring the consumers to them. No longer the\u00a0\"\u20ac\u02dcpush-effect\"\u20ac\u2122, but now the \"\u20ac\u02dcpull-effect\"\u20ac\u2122 of effective marketing.<\/span><\/p>\n

A good e-commerce example of this principle is that however strong a brand is, a\u00a0consumer may expect to be able to find a product not only through the brand\u00a0site but also through price comparison sites, which people are now using moreto ensure they get the right price for what they are looking for.<\/span><\/p>\n

Findability methodology<\/h2>\n

Q2. How do you tackle\u00a0findability in your usability projects? <\/span><\/em><\/p>\n

A term used alongside findability is information architecture, which in\u00a0one respect involves the researching, planning and testing of a system or\u00a0website, which facilitates clear and intuitive findability. <\/span><\/p>\n

An example of findability within an information architecture project\u00a0would be when organising around 10,000 products available within an e-commerce\u00a0site such as Kays and Littlewoods.
\n<\/span><\/p>\n

Whereas in traditional offline marketing,\u00a0these products would be grouped firstly by gender or product type, ie. Mens,\u00a0womens, childrens, electricals, garden, and then within the womens section sub\u00a0categories for leisurewear, eveningwear, workwear for instance, moving into the\u00a0online arena, through extensive research and competitor analysis, it became\u00a0clear that online shoppers didn\"\u20ac\u2122t usually follow this behaviour, but instead if
\nthey are searching for a womens shirt, they would go to the womens section and\u00a0then they expect to view all the shirts in one sub-category.<\/span><\/p>\n

Naturally from here they would expect to be able to filter the shirts by\u00a0a particular style\/colour\/fit, but this highlighted a key findability\u00a0difference between offline catalogue shopping and online e-commerce shopping.<\/span><\/p>\n

Another aspect of findability within a usability project is for me to\u00a0ensure that a particular website facilitates all browsing behaviours. On the\u00a0one hand a visitor may wish to browse through the categories and sub categories
\nto locate the types of products they are looking for, whereas the next visitor\u00a0may be in much more of a rush and simply go straight to the on-site search\u00a0facility and expect to be directed straight to relevant products within the
\nsite.
\n<\/span><\/p>\n

In addition another visitor may exhibit \"\u20ac\u02dcfollower\"\u20ac\u2122 behaviour, where they\u00a0are keen to find out what other people are buying, what are best sellers, what\u00a0are the latest products available. Therefore a site information architecture
\nand promotion of product ranges needs to address each of the visitors\u00a0findability choices.<\/span><\/p>\n

Additional findability techniques I adopt in E-commerce usability\u00a0projects are as follows:<\/span><\/p>\n

    \n
  • More like\u00a0this<\/span><\/strong> \"\u20ac\u201c when a user has located the type of product or article they are\u00a0interested in, provide them with a link to the full range of similar items to\u00a0help them continue their shopping journey<\/span><\/li>\n<\/ul>\n
      \n
    • Related\u00a0products<\/span><\/strong> \"\u20ac\u201c once a user has found a product they are interested in, open up your\u00a0wider range of products by providing relevant, related products, again\u00a0enhancing the user experience<\/span><\/li>\n<\/ul>\n
        \n
      • Breadcrumb\u00a0trails<\/span><\/strong> \"\u20ac\u201c highly visible and intuitive breadcrumb trails allow a user to\u00a0quickly see where they are within a site hierarchy <\/span><\/li>\n<\/ul>\n
          \n
        • Card\u00a0sorting<\/span><\/strong> \"\u20ac\u201c this provides an opportunity for real end users to propose site heirarchy\"\u20ac\u2122s\u00a0which when implemented will facilitate much improved findability compared to\u00a0when just in-house experience is used<\/span><\/li>\n<\/ul>\n
            \n
          • User\u00a0testing<\/span><\/strong> \"\u20ac\u201c one example scenario is users are asked to try and find a particular\u00a0product or piece of information within a site. The success or failure of the\u00a0users to find what they are looking for provides clear evidence as to whether\u00a0the site navigation and information architecture is working for the end user<\/span><\/li>\n<\/ul>\n

            Biggest Findability errors<\/h2>\n

            Q3. What would you say are\u00a0the biggest findability errors that e-retail sites typically have from a\u00a0marketing perspective?<\/em><\/span> <\/strong><\/p>\n

            In no particular order, here are some key examples I have experienced:<\/span><\/p>\n

              \n
            • Providing\u00a0no method to filter product ranges by specific attributes<\/span><\/strong><\/li>\n<\/ul>\n

              Multi-faceted navigation is where a site allows a user to filter a\u00a0particular range of products by the attributes which are important to them. A\u00a0user may first want to filter by a price range, and then by a colour, and then
              \nby a size. These are natural e-commerce shopping instincts which allow the user\u00a0to locate specifically the products which meet their requirements. Therefore, a\u00a0site which provides no means to navigate within a range based on particular\u00a0attributes is severely limiting the feeling of control that a user should be
              \ngetting when they are navigating through a site.<\/span><\/p>\n

                \n
              • In-accurate\u00a0and misleading on-site search facility<\/span><\/strong><\/li>\n<\/ul>\n

                When a user performs a search, they expect to be shown all related\u00a0products contained within the site. In the worst cases an e-retail site\"\u20ac\u2122s\u00a0search engine may be poorly integrated with the product catalogue, therefore\u00a0returning a message \"\u20ac\u02dcsorry we don\"\u20ac\u2122t have any products matching your search\"\u20ac\u2122.<\/span><\/p>\n

                The truth is that there are products within the site which include the search\u00a0term, but not all key product data has been properly indexed by the search\u00a0engine.<\/span><\/p>\n

                The brand trust will therefore diminish, especially if the user is very\u00a0sure the site stocks the kind of products they are searching for. In addition\u00a0from a marketing perspective, by not providing alternative search terms, and
                \nideally spelling mistake corrections, an e-retail site will potentially lose\u00a0the user as they exit the site in search of a competitor who stocks the\u00a0products they are looking to find.<\/span><\/p>\n

                To build trust and confidence in a user on a given e-retail site, it is\u00a0imperative that this facility returns accurate, related products, and that all\u00a0relevant product information with which a user may be looking for will be
                \nindexed by the on-site search facility.<\/span><\/p>\n

                  \n
                • Poorly\u00a0conceived navigation sign-posting<\/span><\/strong><\/li>\n<\/ul>\n

                  Navigation structure and naming is key to improving a site\"\u20ac\u2122s product\u00a0findability \"\u20ac\u201c if a user is unsure on where they expect a product to be located,\u00a0in the best case scenario they may experience some hesitation and then decide
                  \nto just browse a variety of categories to find the product, but in the worst\u00a0cases a user may lose confidence in the site and exit to another site. It is\u00a0therefore critical that a sites navigation provides an intuitive and rewarding
                  \nbrowsing experience. Facilitating easy findability will understandably increase\u00a0the likelihood of the user adding products to their shopping basket, which in\u00a0turn provides additional cross-sell and up-sell marketing opportunities.<\/span><\/p>\n

                  Card-sorting best practice<\/span><\/h2>\n

                  Q4. I know you're a big\u00a0advocate of card-sorting. Typically this is part of a heavyweight usability
                  \nproject. Is there any place for it in improve findability of an existing site\u00a0which is not due a major upgrade.<\/span><\/em><\/p>\n

                  Certainly. As mentioned in the last question, a poorly conceived navigation\u00a0structure which has perhaps been based on internal know-how rather than actual\u00a0user understanding, can lead to severe findability and usability issues. By arranging\u00a0user groups to facilitate card sorting, an organisation can get a clearer\u00a0understanding of how real users expect to find the products\/information within the\u00a0site, along with what navigational naming conventions they would expect to see\u00a0based on their real-life experiences of other sites.<\/span><\/p>\n

                  It is surprising how much a card sorting exercise can enlighten an\u00a0organisation, and this goes for other usability testing techniques such as user\u00a0testing, eye-tracking and persona creation\/development.<\/span><\/p>\n

                  Irrespective of whether the existing site requires a more user centred\u00a0design, by improving the findability of their whole product range by carrying\u00a0out card sorting and executing navigational changes, a business can significantly
                  \nenhance the likelihood of a user finding (and purchasing) the products they are\u00a0looking for.<\/span><\/p>\n

                  Print-based design vs web-based design
                  \n<\/span><\/h2>\n

                  <\/strong>Q5. When working at\u00a0Littlewoods Shop Direct Group there must have been a tension between\u00a0print-based design techniques for the catalogues and web-based design\u00a0techniques. Can web designers learn from the catalogue merchandising\u00a0techniques. Any tips and tricks?<\/span><\/em><\/p>\n

                   <\/p>\n

                    \n
                  • Cross\u00a0selling<\/span><\/strong><\/li>\n<\/ul>\n

                    Traditional catalogue merchandising on fashion usually features multiple\u00a0products to purchase on 1 shot, and provides the order information in the same\u00a0area to allow for quick and easy ordering from the same page.<\/span><\/p>\n

                    A product page on traditional e-commerce sites may feature a similar\u00a0fashion shot, and perhaps a link to the other products featured within the\u00a0shot, but for the user to add both items to their shopping basket they need to\u00a0carry out 2 separate \"\u20ac\u02dcadd to shopping basket\"\u20ac\u2122 processes.<\/span><\/p>\n

                    My tip for this is where possible allow a user to add both (or more than\u00a02) products to their shopping basket at the same stage, therefore providing a
                    \nsmoother and simpler shopping experience <\/span><\/p>\n

                      \n
                    • Product comparisons<\/strong><\/li>\n<\/ul>\n

                      A marketing technique in catalogue merchandising, particularly for high\u00a0value items, is to provide comparison grids which highlight all the key\u00a0features with which a shopper may consider before deciding which item to\u00a0purchase.<\/span><\/p>\n

                      For online merchandising, although product comparisons do feature on\u00a0some e-commerce sites, the ability to empower a user with the facility for them\u00a0to choose which products they would like compare is a currently overlooked\u00a0technique which I feel adds great benefit to the user. <\/span><\/p>\n

                      In my experience, users who are using the web to browse for and compare\u00a0particular products, will spend longer on a site which offer product\u00a0comparisons compared to one without this facility. I must stress that the user\u00a0experience of such a facility is crucial, so if a business is considering\u00a0implementing product comparison facilities, they need to ensure that it\u00a0provides an intuitive user experience both moving in and out of the\u00a0functionality.<\/span><\/p>\n

                        \n
                      • Targeted\u00a0product marketing<\/span><\/strong><\/li>\n<\/ul>\n

                        Depending on the type of product, the display of product information in\u00a0a catalogue will vary. An example would be a pair of trainers which feature a\u00a0single line description of material, compared with a television which is\u00a0provided with a feature grid allowing a customer to quickly access all relevant\u00a0specifications.<\/span><\/p>\n

                        Not only can product pages online be structured using a tabbed\u00a0navigation, to allow for product description, product features, delivery\u00a0information, product reviews etc, but providing the overall site design remains\u00a0consistent, utilising different product page user experiences tailored to the\u00a0type of product can ensure the product has the appropriate marketing online.<\/span><\/p>\n

                        This applies also to the visual aspect of selling a product \"\u20ac\u201c whereas\u00a0for a television a user may be satisfied with 1 main front image and perhaps\u00a0the remote control, an expensive range of furniture would need numerous images
                        \nof different pieces, along with detail shots to give a clear representation of\u00a0the product at different angles.<\/span><\/p>\n

                        So my tip is to use the flexibility of the online channel to provide\u00a0consumers with perhaps 2-4 varying product page user experiences to match what\u00a0they will be looking for, to allow for different amounts of product data, both\u00a0textual and visual, whilst ensuring the overall user experience remains\u00a0consistent.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

                        In this E-marketing Essentials interview, I ask web design and usability specialist Paul Rouke for the low-down on findability, which is increasingly applied as a discipline within usability projects, partly prompted by Peter Morville\u00e2\u20ac\u2122s book \u00e2\u20ac\u0153Ambient Findability\u00e2\u20ac\u009d. We define Findability, look at Findability methodologies, some of the biggest mistakes to avoid and as include some practical tips…<\/p>\n","protected":false},"author":5,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_glsr_average":0,"_glsr_ranking":0,"_glsr_reviews":0,"footnotes":""},"categories":[526,387],"tags":[],"acf":[],"yoast_head":"\nFindability in web design and marketing | Smart Insights<\/title>\n<meta name=\"description\" content=\"Findability in web design and marketing In this E-marketing Essentials interview, I ask web design and usability specialist Paul Rouke for the low-down on findability, which is increasingly applied as a discipline within usability projects, partly prompted by Peter Morville\u00e2\u20ac\u2122s book \u00e2\u20ac\u0153Ambient Findability\u00e2\u20ac\u009d. We define Findability, look at Findability methodologies, some of the biggest mistakes to avoid and as include some practical tips..\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.smartinsights.com\/user-experience\/information-architecture-user-experience-persuasion-marketing\/findability-in-web-design-and-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Findability in web design and marketing | Smart Insights\" \/>\n<meta property=\"og:description\" content=\"Findability in web design and marketing In this E-marketing Essentials interview, I ask web design and usability specialist Paul Rouke for the low-down on findability, which is increasingly applied as a discipline within usability projects, partly prompted by Peter Morville\u00e2\u20ac\u2122s book \u00e2\u20ac\u0153Ambient Findability\u00e2\u20ac\u009d. 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'Dr Dave' is known for his strategic, but practical, data-driven advice. He has trained and consulted with many business of all sizes in most sectors. These include large international B2B and B2C brands including 3M, BP, Barclaycard, Dell, Confused.com, HSBC, Mercedes-Benz, Microsoft, M&G Investment, Rentokil Initial, O2, Royal Canin (Mars Group) plus many smaller businesses. Dave is editor of the templates, guides and courses in our digital marketing resource library used by our Business members to plan, manage and optimize their marketing. Free members can access our free sample templates here. Dave is also keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing \u2018gurus\u2019 worldwide who have helped shape the future of marketing. 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'Dr Dave' is known for his strategic, but practical, data-driven advice. He has trained and consulted with many business of all sizes in most sectors. These include large international B2B and B2C brands including 3M, BP, Barclaycard, Dell, Confused.com, HSBC, Mercedes-Benz, Microsoft, M&G Investment, Rentokil Initial, O2, Royal Canin (Mars Group) plus many smaller businesses. Dave is editor of the templates, guides and courses in our digital marketing resource library used by our Business members to plan, manage and optimize their marketing. Free members can access our free sample templates here. Dave is also keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing \u2018gurus\u2019 worldwide who have helped shape the future of marketing. 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