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When planning the online experience of a website, bear in mind that whereas people read books in a linear pattern, web users tend to browse in a more complex way.
There are two main patterns of user behaviour online (excepting entertainment driven websites). Understanding these can help to plan a ‘stickier’ site:
Active mind set
Users with an ‘active mind set’ arrive at a site with a clear, narrowly defined goal. For example, they know what product they are looking for, and they are comparison shopping between online stores. They are likely to head straight for the factual pages.
Passive mind set
Users with a ‘passive mind set’ arrive at a website with generalised, unfocussed goals, seeking to learn more about the subject area. They are looking for inspiration, and they are more likely to browse around a website, according to which links raise their interest.
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More about website usability
Why usability is so important »
What makes a website usable »
Planning the user experience »
How to optimise usability »
Usability case studies »
Optimising ecommerce sites »
Usable corporate web design »
John Waddington‘s consulting career »
Client testimonials »
Usability links »
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