Only 25% People Go To Home Page; What it Means For You.

In a recent report on BBC News in the UK web usability guru Jakob Nielsen explained that website users are getting more impatient. And more people are going directly to web pages at the heart of a website, rather than starting at the first page.

Interesting stuff! This is due to search engines giving deep links to the relevant content in search results listings - instead of a link to the home page of the website.

In 2004, about 40% of people visited a homepage and then drilled down to where they wanted to go and 60% use a deep link that took them directly to a page or destination inside a site. In 2008, said Dr Nielsen, only 25% of people travel via a homepage. The rest search and get straight there.

"Basically search engines rule the web," he said.

What does this mean for you?

* Your website pages needs to be optimized.
* Your home page needs to be instantly helpful in directing people to what they are there for.
* Information on web pages needs to be direct - especially the 'first' screen (also called, above the fold).
* Be careful with the use of images. Make sure they add to the experience, not distract users. And make sure they load quickly and without problems (this has always been an issue even when dial-up connections ruled the Earth).
* Navigation needs to be consistent, and easy to follow. Users could come into your website on any page... so let them know what else you have to offer.