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WEBSITE EVALUATION 

EVALUATION CRITERIA 



STRATEGIC PURPOSING 

INFORMATION ARCHITECTURE 

TRACKING & MEASURING 

MARKETING & PROMOTION 

NAVIGATION 

CONTENT 

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   Evaluation Criteria - Layout & Design
  What is Layout
  & Design

Like architecture, website design is not pure design. It is art and function. Think of a website as product design, and as such, form definitely follows function.

Design Layout is the visual organization and composition you give to all the visual objects that make up your website and each web page.

The layout and design of a website holds power with your audience at two levels:
  • Look-&-Feel - Turn-off a visitor with a negative "first impression" and you have lost them, with very little chance of reversing their impression of your brand.

    Present a professional design to your visitor and the inference is that you will do all you do in the same manner.

  • Usability - Layout and design have definite “usability” ramifications. How the eye moves around a visual composition largely determines visitor behaviors in reaction to the web page.

  The Goal of
  Layout-&-Design


Your website is your Internet ambassador. A professional look engenders credibility and trust. If the presentation of your website says quality, then the user will conclude that everything you do will be the same.
Layout-&-design has three primary goals:
  1. Speaks to and connects with the target audience

    It is the job of layout-&-design to match the sensibilities of the target audience. For example, think of how the color palette changes when designing for wealthy investment bankers or teenage video game enthusiasts.

  2. Supports site's content and message

    A Forrester Research report (Q2 2006) on user preferences found ease of finding content and easy to read text provide the most competitive advantage. Don't over design. Beware of "flashy layout" as a substitute for solid content and good functionality.

    Be cautious. Layout-&-Design is not high on the list of what users say is important to them on their favorite sites. In numerous studies of web users, color and graphics win awards:

    • high on the list of what makes a website a positive experience
    • high on the list of what makes a website a negative experience.

    Remember, it is the quality of the user experience that wins in the end.


  3. Drives desired visitor actions

    Your website is not the objects on the page, but the visitor's reactions to those objects. We call it "Intentional Design". Every object on every page is "intended" to drive user behavior. Ask the question, "Will this object further motivate and persuade the user to take an action that furthers their goals as well as those of the website owner?"

  What we Measure
  and Score
The goal of good layout-&-design is to promote the job(s) the website is to perform for your organization. In that light, each of the items evaluated and scored has an impact on the accomplishment of that objective. Here are a few of the criteria evaluated and scored:

Business Chart on Computer Screen Consistency - is the design:
  • consistent with the message being conveyed
  • compatible with company image and brand personality
  • appropriate to the target audience
Contributory - does the design contribute:
  • to creativity and variety with a framework of design standards
  • to a strong emotional impact and mood
  • to memorability and motivation to explore the site
Performance - does the design assist:
  • the desired user behaviors
  • content hierarchy
  • functioning, performance and usability
  • the site's intention and purpose

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