Web Design Guidelines

Web Design Guidelines

For Advertisers Listing with Yahoo! Search Marketing

Web Design GuidelinesI you market products, services or content online, one o the best ways to improve yourresults (trac, sales leads, conversions) is to improve the experience o the people who visityour web site. It may sound obvious, but the easier you make it or customers to nd theproducts or inormation they’re looking or, the more likely they are to make transactions. Yahoo! Search Marketing has developed the ollowing set o guidelines to help you maximizethe eectiveness o your web site.

Contents

General suggestionsIncluding a call to actionMaking your site easy to navigateSimple page layoutsIncorporating search on your siteWriting or the Web The purchase process: browsing, buying, checkoutCreating a search engine-riendly web siteWhat to avoidProvide alternative content or images .....6..8.9.0.

Web Design Guidelines

1. General suggestions

There are a ew helpul things you can do to evaluate the eectiveness o your web site:• Ask people to look at your site and tell you what they think.• Go through the experience o trying to buy something on your site, and ask riends andamily to do the same. Note the ways the customer experience can be streamlined.• Set target dates or improvements and stay on track.• Test your site with dierent browsers, such as Internet Explorer, Saari and Fireox.• Know your visitors and your target audience.• Survey customers shortly ater you launch so you can make improvements right away.

2. Including a call to action

The “call to action” is the primary action you want customers to take when they visit yourweb site. For example, i you want someone to add items to a shopping cart, or even just godeeper into your site to learn more, you might put “Add to cart” or “Learn More” buttons at thetop o the page, in a place that stands out rom other content.•

Focus on one primary action per screen.

Don’t clutter too many products on one screen.•

Make the call to action button clearly visible.

•

Make sure visitors can see the call to action button without having to scroll.

Don’t bury the call to action under pages o inormation. I you have a lot o inormation,consider using a pop-up box with additional ino or tabs to consolidate.

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