Hello, this is Brian Lewis and I'm here today to talk about information
architecture. Sounds like a very complex topic. Some of you may have heard of it. Some
of you may know what it is. Some of you may never heard of that before. So let's kind
of drill down into what information architecture really is. I think the best
place to start is - you've probably walked into a store before and needed to look
for something very specific. And well, let's say like a Home Depot which, by the
way they're very good, maybe not the best example for this but they're very good
at labeling their aisle. But let's assume that you're not looking at the aisles and
you're trying to find a particular thing and you're going up and down all the
aisles and it's a very frustrating experience.
That's why stores like Home Depot do such a good job of trying to guide you
in the right direction so that you don't have to go up and down the aisles.
Websites should do the same thing. Alright, when I land on your site as a
visitor, I have a particular intent in mind. I'm not there just to look at your
site and say, "Wow, this looks cool," or necessarily just to browse around. For the
most part, your visitors have a very specific intent of area agenda and very
limited patience. So your job as web marketer is to do as good a job as
possible to guide them down the path they want to go. And the way they're
going to do that is through what's called information architecture. Now,
information architecture - the actual output of information architecture - is
all going to be more familiar to you and that is a site map. So when we're done
doing the process of information architecture, we actually have a site map,
whether that's a traditional site map that's got all the pages in the links, or
a list of pages of the links, or whether it's your top navigation - an illustration
of what your top navigation is going to be. Information architecture is the
process of identifying all the content that's going to be on your site or
that's currently on your site and how are we going to organize that content
and how we're going to label that content so it makes sense for your
visitors? So it's logical and intuitive for your visitors - not for you as a
marketer. And I see this a lot; I see a lot of clients that they say, "You know, I
want my visitors to read my blog because we have some great content in there. And
they'll put as the very first nav element: "Blog". And the reality is, if they
did visitor profiling, they'd see that very few, if any of the visitors care about
the blog. The visitor - for a particular site, visitors want to go there and, again, they
want to accomplish a particular task. The blog might be secondary to them or maybe
even lower than that. Well, what we need to do is identify what's important to your
visitors. Do some visitor profiling by identifying the different types of
visitors that come to your site, what are their motivations, what are their concerns?
And then putting your navigation in the order that's going to work best for them.
We have also then talked about labeling. We see this occasionally too, where the
labeling - there could be two problems of labeling: One is that it may not be
entirely clear as to what it really means. So visitors going to look at that
and say, "What happens when I click on that?" and that little bit of doubt is
going to prevent a lot of visitors from clicking on it. So think about that
target page - does that link? And now we're talking about really any link on
the page, link or button does that really set the proper expectation for where
that person's going or is it unclear or will they be surprised when they
actually land on the page and think, "Wow, I thought I was going to a page on
pricing. There's no pricing information here,
they're just trying to dodge all this and they try to trick me into coming to
this page and now I feel like I've lost little bit of trust with this company." So
we want to talk about - we want to make sure that what's important is the order
for the information architecture and the labeling. Those are the two main things
that, if you keep that in mind when you're putting your navigation together,
your sitemap together, you'll have a much more effective visit experience for your
visitors. So that's it on information architecture. Again, this is Brian Lewis.
Thank you very much.
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