Ten Guidelines for Improving Online Communications

Objectives Explain online writing Define the purpose(s) of online writing Discuss usability issues Review ten guidelines for improving online communication View study of effectiveness of techniques

What is online writing? Any writing that is intended to be read online –Web pages –News articles –Online documentation –

Purpose of Online Writing Inform Teach Persuade Entertain

Usability What is usability? –Study of how well something can be “used” –Jakob Nielsen – Why is it important? –Should drive all content and design decisions

Usability Considerations How do people read online? –They don’t! Design issues –Scrolling –Backgrounds/Colors –Fonts –Graphics –People with disabilities –Bandwidth issues

1. Know Your Audience Background (Prior Knowledge) Political issues International issues Technical issues

2. Know Your Purpose Inform, teach, persuade, entertain? Printed or read online or both? Stand-alone document or used as a reference?

3. Write Like a Journalist Follow the Inverted Pyramid Conclusion Supporting Information Details

3. Write Like a Journalist Follow the Inverted Pyramid Keep it above the scroll –No horizontal scrolling (if possible) –Use links to other documents or within a document

4. Be Concise Say 50% less than on paper –Takes 25% longer to read online –Users don’t like to scroll Be direct – no marketing-ese Give one point per paragraph Give links to details or supporting documents Use meaningful subheads

5. Use Microcontent Heads, subheads, subject lines, titles –Attention-grabbing but descriptive –No marketing-ese or cutsey language –Plain language –No leading articles (a, an, the) –Important and descriptive first word

6. Use Bullets and Lists Group related information Keep related items on same level Don’t have too many levels Keep items short Use numbers for steps or lists Use phrases Use parallelism

7. Use Typography and Layout Help readers find information: –Bold fonts (don’t overuse) –White space –Subheads Use sans serif fonts Choose font to fit tone Use all caps sparingly

8. Use Effective Screen Design Backgrounds –Wild designs distract –Dark with light text hard to read Colors –Colored text used sparingly –Standard colors Printing considerations

9. Use Graphics to Enhance Limit flashing, blinking or scrolling Consider visually handicapped Consider bandwidth issues Should complement, not distract

10. Pay Attention to Style and Usage One space between sentences Left-align paragraphs At least one and a half lines between paragraphs Consistent word usage – vs. –On line vs. on-line vs. online –Develop company style guide

Measuring the Effect of Improved Online Writing Developed five versions of the same website –Same basic information and navigation –Different wording Had users perform the same tasks Measured usability against control –Time –Errors –Memory –Site structure

Control Condition (Promotional Writing) Sample ParagraphUsability Improvement (relative to control) Nebraska is filled with internationally recognized attractions that draw large crowds of people every year, without fail. In 1996, some of the most popular places were Fort Robinson State Park (355,000 visitors), Scotts Bluff National Monument (132,166), Arbor Lodge State Historical Park & Museum (100,000), Carhenge (86,598), Stuhr Museum of the Prairie Pioneer (60,002), and Buffalo Bill Ranch State Historical Park (28,446). 0%

Objective Language Sample ParagraphUsability Improvement (relative to control) Nebraska has several attractions. In 1996, some of the most-visited places were Fort Robinson State Park (355,000 visitors), Scotts Bluff National Monument (132,166), Arbor Lodge State Historical Park & Museum (100,000), Carhenge (86,598), Stuhr Museum of the Prairie Pioneer (60,002), and Buffalo Bill Ranch State Historical Park (28,446). 27%

Concise Text Sample ParagraphUsability Improvement (relative to control) In 1996, six of the best-attended attractions in Nebraska were Fort Robinson State Park, Scotts Bluff National Monument, Arbor Lodge State Historical Park & Museum, Carhenge, Stuhr Museum of the Prairie Pioneer, and Buffalo Bill Ranch Historical Park. 58%

Scannable Layout Sample ParagraphUsability Improvement (relative to control) Nebraska is filled with internationally recognized attractions that draw large crowds of people every year, without fail. In 1996, some of the most popular places were: –Fort Robinson State Park (355,000 visitors) –Scotts Bluff National Monument (132,166) –Arbor Lodge State Historical Park & Museum (100,000) –Carhenge (86,598) –Stuhr Museum of the Prairie Pioneer (60,002) –Buffalo Bill Ranch State Historical Park (28,446) 47%

Combined Version Sample ParagraphUsability Improvement (relative to control) In 1996, some of the most-visited places in Nebraska were: –Fort Robinson State Park –Scotts Bluff National Monument –Arbor Lodge State Historical Park & Museum –Carhenge –Stuhr Museum of the Prairie Pioneer –Buffalo Bill Ranch State Historical Park 124%

Ten Guidelines: 1.Know Your Audience 2.Know Your Purpose 3.Write Like a Journalist 4.Be Concise 5.Use Microcontent 6.Use Bullets and Lists 7.Use Typography and Layout 8.Use Effective Screen Design 9.Use Graphics to Enhance 10.Pay Attention to Style and Usage

Thank you for attending! Please remember to complete and return your evaluation form following this session. Session Code: 4103