Web Development: Does Your Structure Work?

It is understandable that businesses focus too much on the appearances, thinking that when the design of the website is pleasing to the eye than high traffic will eventually follow. But the design is not even a fifth of the number of elements that work to ensure the success of the e-commerce site. There are countless websites out there that do not use too much flash animation or Java but still rank very high in search engines and conversions. The answer of course lies in the structure and this is where the philosophy of vendors of web development differs.

Structure + navigation

Technically, clear and easy-to-follow navigation is part of a good infrastructure. But it is very important that it should warrant an additional emphasis. Some companies offering website development employ the “grandmother rule.” That means if your grandmother could not navigate herself throughout your website and find the “shopping cart” button without encountering difficulty, then you should probably rethink your design.

Flash animation in itself can add depth and texture to your website but too much can also slow down servers and annoy customers. The trick is when to utilize this app to come up with a dynamic website without putting too much strain on the bandwidth.

Structure + search

One of the biggest mistakes a developer can make is failing to create a local search engine. This is the eject button so to speak. So when consumer can drop the navigation process altogether and go to the shortcut option. Or the website might have a localized search box but the product categories are too confusing that they are directed to the washing machine when they are clearly searching for dishwasher.

Web development should have the structure that seamlessly integrates with the search box. So when the consumer searches for a dishwasher, the products in the results page should already be categorized according to brands, pricing, capacity, energy efficiency and the like. It would be downright insulting if they log out in frustration from your site and turn to Google only to be redirected back to your page.

Structure + signposts

Road signs and signposts tell the traveller where he is on that particular moment. This should also hold true in your website development. Are they still in page 1 or page 3 or page infinity? When they search for a dishwasher and they only find three brands on the page, they should know that there are more products when they click on the number r next button.