“Basically search engines rule the web” says Jakob Nielsen
On a recent interview with the BBC, the usability guru, reveals some interesting findings about today’s web user.
He says today user is much more ruthless and selfish, pointing to the single minded behaviour when going online to complete a task. They don’t want promotions, widgets and content designed to distract them from the task at hand.
All this seems to point to a more sophisticated user, who’s increasingly going online to complete a specific task, and unlike in the past where they were expecting to ‘discover’ how to do it, today they ‘know’ exactly how to do it.
The most important finding which is no big surprise to any search marketer is the way people get to the information they seek. Only 25% of people go via the home page – the vast majority get straight there from a search engine.
The general takeaway for me is that most websites are still built by shopkeepers – all ‘front’ and every effort to control that customer journey. User centricity or rather user driven approach to usability is a long way from our regular web experience.
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