Engage Your Visitors With Interactive Information
Smart information helps your visitors reach a deeper understanding of your key topics or concepts, but this doesn’t always mean complex written documents or dense statistical analyses. The same rules apply here as apply on shopping carts, landing pages, and web forms: clear concise communication enhanced with unfettered, thoughtful navigation is best.
So what does this mean for the interactive designer? The SEO content provider? The content strategist?
What it means is that we must be mindful of the balance between overloading the visitor with too much information and giving them the tools and experience that lead to thoughtful consideration of your themes. Some websites may never need to create visual data experiences; for others, information maps may be the key to expressing their data in meaningful ways. Designers strive to be innovative, but interaction experiences of data can overwhelm too by creating a knowledge gap for the visitor (the system is too difficult to learn and/or use) or by supplying too much data with little or no editing requiring the visitor to find their way through, often unsuccessfully.
The same holds true for designing something simple for a website, like tables, charts, call-outs, and lists. Bringing the same kind of engagement to these aspects of a website enhances your visitors total experience of your site, your content, and your themes. Leaving these visual elements to be generated by standardized back-end systems or by well-meaning developers who are often using legacy libraries of code to generate these elements is not a successful visual strategy.
It is important that content developers, no matter which side of the design/marketing table they’re on, strictly adhere to visual branding across all the content. Nothing unhinges a visitor’s trust of a website faster than when the visual scan and skim is off when moving from pages to page within a site. Dialing in the overall visual style of all URLs across a website points to a competency that builds trust for the users and reduces bounce-rate. Reducing bounce-rate is important key for SEO, the site’s overall analytics, and for conversions and goals.
Important Information Design and Data Visualization Links
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