Your Website: Information Architecture

Information architecture basically means how you organize the information on your site. Since the majority of us go online in order to seek out specific Information, it’s vital that you understand the principles of best practice so that you can structure your website for maximum impact.

The role of well-presented information is to reduce the cognitive load that you place on your users when they visit your website. A simple way to do this is to signpost the most important information so that your users can navigate to their area of interest as quickly and easily as possible. Websites that succeed in this are more likely to reduce their bounce rates and retain their customers for longer, which means they have a greater amount of time to influence users towards a particular outcome.

In the late 1990s, two psychologists investigating this subject proposed four categories of information quality that can significantly affect the impact of your website’s information.

The first quality, intrinsic, refers to information that is accurate and reliable, in and of itself. The second quality, accessibility, does what it says on the box—the information is easy to locate. The third quality, representational, relates to information that is concise, interpretable and easy to understand. The fourth quality, contextual, is information that is relevant and provided in a timely manner.

All four of these qualities can improve your customers’ user experience, but you can also make your information easier to understand by adopting a coherent design throughout your website. This means that the pages within your site should be consistent with one another, so that users know what to expect as they navigate from one page to the next.

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