文章目录[隐藏]
你是否曾经点击谷歌搜索结果中的网页，然后立即点击后退按钮？
在网上，第一印象很重要。很多。这就是不归点——要么你的访问者想留在你的网站上，或许成为一名顾客，要么他们想离开。
就像我们在一两分钟内对一个人做出判断或形成意见一样，我们在网上也做同样的事情，但通常只需要几秒钟。
以下是可用性中心如何描述这个5秒钟的测试:
“5秒钟的测试是一种可用性测试的形式，它允许你测量一个设计如何快速地传递信息。这种测试提供定量和定性的反馈，帮助你优化设计。”
在这个测试中，一个人被展示一个网页或移动应用程序的静态图片5秒钟，然后被要求回忆一些关键信息，比如他们是否注意到应用程序开发者希望他们接下来采取的行动或者网页的目的。
这个测试对于设计师在他们的作品走向世界之前得到反馈很有效。
但是如果你已经有了一个实时网页。如果你的访问者希望继续阅读，而不是点击后退按钮，你该怎么做才能通过一个真实的五秒可用性测试呢？
1: 网页是否有强烈的信息气味？
是尼尔森诺曼集团的用户体验顾问，他提供了一个有趣的理论来解释人们是如何浏览网页的:
在决定是否访问一个页面时，人们需要考虑他们可能在该页面上找到的相关信息与提取这些信息所涉及的工作量之间的关系。
罗鲁卡将动物觅食比作信息觅食，这就影响了人们是否会留在你的网站上，或者是否会迅速浏览竞争对手的网站。
When people visit your site, they are foraging for information. Often, they have a question, and they decide very quickly how likely your website can answer their problem and how much time and effort is required to extract that information.
当人们访问你的网站时，他们是在搜寻信息。通常，他们会有一个问题，然后他们会很快决定你的网站能回答他们的问题的可能性有多大，以及提取这些信息需要多少时间和精力。
So, your job is to quickly convince visitors to your website that you can answer their problems, and you do this by laying down a strong informational ‘scent’.
所以，你的工作就是快速说服你网站的访问者，你可以回答他们的问题，你可以通过放置一个强大的信息“嗅觉”来做到这一点。
Here are some ways you can create an informational scent:
这里有一些方法可以创造一种信息气味:
- Put yourself in your customer’s shoes to understand what questions need answering before they are ready to buy. 站在顾客的角度想想，在他们准备购买之前，你需要回答哪些问题
- Make your content easy to scan (see checkpoint #2) and using headings as signposts to the questions your answer. 使你的内容易于浏览(见检查点 # 2) ，并使用标题作为你回答问题的路标
- Build up an increasingly strong informational scent by addressing common problems with detailed solutions. 通过详细的解决方案解决常见的问题，建立一种日益强烈的信息嗅觉
2: 你的写作简洁吗？
“ People read 25% slower onscreen, and they skim rather than read. Web text should be short, scannable, and structured as linked, topical pages.”
“人们在屏幕上的阅读速度要慢25% ，他们只是略读而不是阅读。网页文本应该简短，易于浏览，并且结构化为链接的主题页面。”
Usability expert Jakob Nielsen
Short Text
短文
Because people read slower online, Jakob recommends that you should write 50% less text when compared to a hardcopy publication.
因为人们在网上阅读速度较慢，雅各布建议，与纸质出版物相比，你应该少写50% 的文本。
Are you succinct in your writing? Are you providing the essential information that offers a strong informational scent towards the products and services you offer?
你的写作简洁吗？你是否提供了对你所提供的产品和服务具有强烈信息气味的重要信息？
Scannability
可扫描性
Your content needs to be easy to scan. People scan text first and only read properly if the informational scent is strong enough.
你的内容需要易于浏览。人们首先扫描文本，只有在信息气味足够强烈的情况下才能正确阅读。
One common way people scan is in this F-shaped pattern:
人们常用的一种扫描方式是 f 型模式:
Eye-tracking software shows that many people start by viewing the left of a webpage and then scanning to the right. After that, they drop down the page and again scan from left to right, before completing an F-shaped scan by viewing down the page. This is referring to a desktop user; viewers on a mobile device tend to scan in a different pattern, which is focussed more on the upper two-thirds of an optimized webpage.
眼球追踪软件显示，许多人从浏览网页的左侧开始，然后向右扫描。之后，他们下拉页面，再次从左到右扫描，然后通过浏览页面完成 f 形扫描。这指的是桌面用户; 移动设备上的浏览者倾向于以不同的模式进行扫描，这种模式更多地集中在优化网页的三分之二上部。
You can make your content scannable by:
你可以通过以下方式使你的内容可以扫描:
- Outlining content with clear headings and subheadings. 用清晰的标题和副标题勾勒出内容
- Include meaningful images that are relevant to the page’s content. 包括与页面内容相关的有意义的图片
- Emphasizing important words and sentences through bolding and bullet points. 用粗体和重点符号强调重要的单词和句子
3: Is the Page Easy to Use on a Mobile Device?
3: 页面在移动设备上易于使用吗？
Since 2016, more people use mobile and tablet devices to browse the web than desktop computers.
自2016年以来，越来越多的人使用移动设备和平板电脑来浏览网页，而不是台式电脑。
As a minimum, your webpages should pass Google’s Mobile-Friendly Test.
至少，你的网页应该通过谷歌的移动友好测试。
The test covers the basics of how easy a webpage is to view on a mobile device. For example, it will flag whether the text is too small, touch elements are too close or if the viewports are incorrect.
这个测试涵盖了在移动设备上浏览网页是多么容易的基础知识。例如，它将标记文本是否太小，触摸元素是否太接近或如果视口不正确。
If your pages aren’t mobile-friendly, there’s a chance Google won’t index or rank them at all.
如果你的页面对移动设备不友好，那么 Google 很可能根本不会对它们进行索引或排名。
To increase your mobile usability further, Google recommends:
为了进一步提高移动设备的可用性，Google 推荐:
- Keep calls to action (CTAs) front and center. 将行动呼吁(cta)放在前面和中心位置
- Keep menus short and sweet. 保持菜单简洁和甜美
- Make it easy to get back to the homepage. 使返回主页变得容易
- Don’t let (pop-up) promotions steal the show. 不要让突然出现的促销活动抢了风头
- Make site search visible. 使网站搜索可见
4: Does Your Webpage Load Quickly?
According to Google, even a one-second delay in mobile load times can impact conversions by 20%. If you think about it, that is one second less to make a great first impression in the five-second test.
In fact, Google has been obsessed with page speed for a long time. While a really slow website can seriously affect your SEO and usability progress, a top page speed score would only give you a slight ranking boost.
That’s expected to change in 2021 when Google starts using Page Experience as a ranking factor, and in amping up the importance of page speed in its algorithms.
Page Experience is made up of several smaller signals that include core web vitals, mobile-friendliness, safe-browsing, HTTPs, and no intrusive interstitials (pop-ups).
Many SEOs believe that Google will pay particularly close attention to the core web vitals metrics. These include page speed metrics such as the loading and interactivity times, as well as how visually stable a webpage is.
You can run your website through Google’s Page Speed Insights Tool to see how your site fares for Largest Contentful Paint, First Input Delay, and Cumulative Layout Shift, which are the three metrics that make up Google’s core web vitals.
Improving these metrics is quite technical, so it may involve a helping hand from your web developer but here are three things that can help:
- Break up long JavaScript tasks into smaller tasks.
- Upgrade your web hosting to improve server response times.
- Avoid adding dynamic content above the fold of a webpage.
5: Is Your Content Trustworthy?
It may not be possible to tell if a webpage is trustworthy after only a few seconds of viewing it, but that’s doesn’t mean people won’t try and make estimations.
Take Digital Marketing Institute’s homepage, for example:
It looks modern, professional and well designed. It has good use of images, colours and text that helps it quickly convey trust and confidence.
Here are three steps you can take to ensure your webpages are trustworthy:
- Compare one of your most important pages to the competition – how do the designs and visuals compare? What can you improve?
- Does the page include social-proof that it’s credible? This could be reviews, case studies, awards won or simply your business credentials.
- Are all your webpages on HTTPs? If not, Google Chrome will flag the page as “not secure”, and visitors will trust the content less.
Okay, now that we’ve covered five checkpoints to encourage your visitors to stick around and not hit the back button – do you have a favorite? Or, does one stick out that perhaps you need to work on more?
Some are easier to fix like making your content more succinct and scannable, and others are more technical, like speeding up your website which may need help from a web developer.
Either way, remember that the first few seconds that a visitor lands on your website are precious. Your webpages need to make a great first impression by laying down a strong informational scent, load quickly, look good on mobile devices, while the content is sufficient and trustworthy.
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