• Future Now, Monday, March 3, 2008 11:45 AM

Bryan Eisenberg takes the concept of Maslow's Hierarchy of Needs and uses it to explain the Hierarchy of Optimization when it comes to a Web site. Shaped like a pyramid, the optimization hierarchy includes factors like whether a site is usable, intuitive and persuasive. Like Maslow, Eisenberg lists the most vital and critical needs at the bottom of the pyramid--starting with a Web site's functionality.

Fix any issues related to a site's functionality first. Whether it's 404 not found pages or a broken shopping cart feature, these obstacles almost guarantee that consumers will not convert--or worse, head over to a competitor.

Accessibility comes next, meaning that your site must be visible and functional for consumers with the most high-end processors and browsers, as well as computers that are running on their last legs. Accessibility also includes making sure that blind or hard-of-hearing consumers can get the content.

Usability, or the idea of "moving site elements around and using size, color, and contrast to improve the ease of use of your site," is third-most-important, according to Eisenberg. Meanwhile, the intuitiveness of the site comes next, followed by persuasiveness at the top.

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