A survey by Hostway Inc., conducted by TNS, reports that more than 70% of consumers said that they're unlikely to purchase from, or even return to, a Web site after encountering a pet peeve. Moreover, because only 25% of consumers say they will complain to the companies about their pet peeves, the use of features that annoy consumers may be having a negative impact that is difficult to trace or measure.
Most Internet visitors want to see the greatest improvement in the quality of the Internet experience. Older adults want responsiveness to their individual needs along with simplicity of interaction, efficiency, economy and convenience. And, they want it delivered with respect! As you develop your Web site, be guided by the following to improve the user-friendliness of the site, increase the user's satisfaction quotient and contribute to your brand message.
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1. Credibility Is Important. The "Welcome" page should be clear, readable and uncluttered. Increase credibility with high quality graphics and good writing. We also suggest the "Welcome" and "About Us" page copy to reflect an empathy with the visitor's needs, who you are and why you're their best choice.
2. Recent research out of Stamford University confirms the power of images on Web sites. Using larger images of people in everyday life (and in the context of using your products and services) strengthens the power of the Web site. Increasing the number and size of images on the site will soften what could be described as a sterile image and add to the emotional appeal of the site.
3. Avoid reverse type when possible. As we age, it becomes more difficult to read reverse type, affecting the user friendliness of the copy.
4. Avoid hyperbole, and talk with consumers, not to them. Improve the overall site to make better connections to the visitor by talking in the user's language (more colloquial/conversational and less industry jargon).
5. Colors used on the site. It's estimated that 10 million American have low vision or functional vision loss and 60% are over the age of 55. Eyestrain and fatigue is a reality. By age 65: some cannot focus and have a reduced field of vision. Many have difficulty in resolving images, distinguishing colors, adapting to changes in light and are sensitive to glare. As we age, the need for contrast increases, the eyes may cloud and cataracts or yellowing reduces amount of light passing through the eye. Yellowing also reduces violet light registered by the eye. It's easier to see reds, oranges and yellows and harder to see blues, greens and violets.
6. Use outbound hypertext links to other sights of interest to the visitor (projects that authors have done their homework and not afraid to refer readers to other sites).
General Usability Guidelines:
I strongly agree with so many of your points!
Would it be possible to expand a little on the "recent research out of Stamford University" you cited? (A link or the name/date of the study?)