Visitor-Centered Web Design

Sep 6, 2002

📄 Contents

␡

Conceptualizing the Site with a Visitor-Centered Focus
Positioning the Content
Speeding Up the Response
Smoothing the Navigation
Making the Site Visible
Maintaining Quality

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This chapter is from the book 

Shaping Web Usability: Interaction Design in Context

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Making the Site Visible

It is the responsibility of the Web site designer and, later, the Web manager to ensure that the site is visible to the target audience. Visibility is both a design and a marketing task. Marketing strategies include such steps as arranging reciprocal links, submitting pages to popular search engines, and joining a banner exchange program. Our main concern in this book, however, is with design strategies. Designers can enhance site visibility to a target audience in a number of ways, including the following.

Make sure to use domain-related keywords.
Do not hide the keywords in the background. Instead, place keywords prominently on top of the target page.
Compose a site name that thematically reflects the content.
For brick and mortar companies, use the business name as the domain name.
In other cases, create a domain name that is easy for the target audience to remember. For example, the name usabilityadvice.com is easy to recall by people looking for usability advice.
Include a statement on the site's home page reminding visitors to bookmark the page.
On the most frequently accessed pages of the site, have only internal links that send visitors to other key locations within the site. Links sending visitors away from the site should be placed only on secondary pages.
Provide multiple languages for a multinational targeted audience.

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Overview

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Collection and Use of Information

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Questions and Inquiries

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Online Store

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Customer Service

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Other Collection and Use of Information

Application and System Logs

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Web Analytics

Pearson may use third party web trend analytical services, including Google Analytics, to collect visitor information, such as IP addresses, browser types, referring pages, pages visited and time spent on a particular site. While these analytical services collect and report information on an anonymous basis, they may use cookies to gather web trend information. The information gathered may enable Pearson (but not the third party web trend services) to link information with application and system log data. Pearson uses this information for system administration and to identify problems, improve service, detect unauthorized access and fraudulent activity, prevent and respond to security incidents, appropriately scale computing resources and otherwise support and deliver this site and its services.

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Do Not Track

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Security

Pearson uses appropriate physical, administrative and technical security measures to protect personal information from unauthorized access, use and disclosure.

Children

This site is not directed to children under the age of 13.

Marketing

Pearson may send or direct marketing communications to users, provided that

Pearson will not use personal information collected or processed as a K-12 school service provider for the purpose of directed or targeted advertising.
Such marketing is consistent with applicable law and Pearson's legal obligations.
Pearson will not knowingly direct or send marketing communications to an individual who has expressed a preference not to receive marketing.
Where required by applicable law, express or implied consent to marketing exists and has not been withdrawn.

Pearson may provide personal information to a third party service provider on a restricted basis to provide marketing solely on behalf of Pearson or an affiliate or customer for whom Pearson is a service provider. Marketing preferences may be changed at any time.

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Supplemental Privacy Statement for California Residents

California residents should read our Supplemental privacy statement for California residents in conjunction with this Privacy Notice. The Supplemental privacy statement for California residents explains Pearson's commitment to comply with California law and applies to personal information of California residents collected in connection with this site and the Services.

Sharing and Disclosure

Pearson may disclose personal information, as follows:

As required by law.
With the consent of the individual (or their parent, if the individual is a minor)
In response to a subpoena, court order or legal process, to the extent permitted or required by law
To protect the security and safety of individuals, data, assets and systems, consistent with applicable law
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To investigate or address actual or suspected fraud or other illegal activities
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To affiliated Pearson companies and other companies and organizations who perform work for Pearson and are obligated to protect the privacy of personal information consistent with this Privacy Notice
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Links

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Changes to this Privacy Notice

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Last Update: November 17, 2020

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