/ Using Analytics and Design in Concert.

It was one of those minor design changes that you really wouldn’t expect to move mountains. Pedro Sostre and his team at the design firm Sostre & Associates simply added an extra link to the horizontal navigation of a clients’ website. But the move killed performance about 30 percent. What happened?

Web analytics provided the answer. Sostre looked at heat maps showing visualizations of users’ clicks on the homepage. He discovered that users had all but stopped using the search function, which had been pushed farther over by the new navigation item. “The fact that the search bar moved over 150 pixels caused the usage of it to drop by 80 percent,” Sostre says.

If you’re even slightly interested in web design for usability you should read the whole thing.

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