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6. Page Titles With Low Search Engine Visibility
Search is the most important way users discover websites. Search is also one of the most important ways users find their way around individual websites. The humble page title is your main tool to attract new visitors from search listings and to help your existing users to locate the specific pages that they need.
The page title is contained within the HTML <title> tag and is almost always used as the clickable headline for listings on search engine result pages (SERP). Search engines typically show the first 66 characters or so of the title, so it's truly microcontent.
Page titles are also used as the default entry in the Favorites when users bookmark a site. For your homepage, begin the with the company name, followed by a brief description of the site. Don't start with words like "The" or "Welcome to" unless you want to be alphabetized under "T" or "W."
For other pages than the homepage, start the title with a few of the most salient information-carrying words that describe the specifics of what users will find on that page. Since the page title is used as the window title in the browser, it's also used as the label for that window in the taskbar under Windows, meaning that advanced users will move between multiple windows under the guidance of the first one or two words of each page title. If all your page titles start with the same words, you have severely reduced usability for your multi-windowing users.
Taglines on homepages are a related subject: they also need to be short and quickly communicate the purpose of the site.
低搜索引擎可視性的頁面標(biāo)題(quester譯：不易被搜索引擎捕捉的頁面標(biāo)題)。這一句翻譯的不好，講的是SEO的相關(guān)問題，但我認(rèn)為也是措辭的問題，簡潔的能讓用戶一眼就明白即可。
7. Anything That Looks Like an Advertisement
Selective attention is very powerful, and Web users have learned to stop paying attention to any ads that get in the way of their goal-driven navigation. (The main exception being text-only search-engine ads.)
Unfortunately, users also ignore legitimate design elements that look like prevalent forms of advertising. After all, when you ignore something, you don't study it in detail to find out what it is.
Therefore, it is best to avoid any designs that look like advertisements. The exact implications of this guideline will vary with new forms of ads; currently follow these rules:
banner blindness means that users never fixate their eyes on anything that looks like a banner ad due to shape or position on the page
animation avoidance makes users ignore areas with blinking or flashing text or other aggressive animations
pop-up purges mean that users close pop-up windoids before they have even fully rendered; sometimes with great viciousness (a sort of getting-back-at-GeoCities triumph).
任何東西都看起來向廣告�？捎眯院蜕虡I(yè)還是有沖突的，當(dāng)我們拋開商業(yè)模式談廣告，這是一門學(xué)問。這里探討的是如何把廣告變的更好的問題，我聽說yahoo的廣告是按點(diǎn)擊率來算業(yè)績的，我想，未來國內(nèi)也是這樣，很可能會加上一點(diǎn)，用戶體驗(yàn)更爽。但至少目前的廣告不應(yīng)該是兩幀或三幀閃來閃去。
8. Violating Design Conventions
Consistency is one of the most powerful usability principles: when things always behave the same, users don't have to worry about what will happen. Instead, they know what will happen based on earlier experience. Every time you release an apple over Sir Isaac Newton, it will drop on his head. That's good.
The more users' expectations prove right, the more they will feel in control of the system and the more they will like it. And the more the system breaks users' expectations, the more they will feel insecure. Oops, maybe if I let go of this apple, it will turn into a tomato and jump a mile into the sky.
Jakob's Law of the Web User Experience states that "users spend most of their time on other websites."
This means that they form their expectations for your site based on what's commonly done on most other sites. If you deviate, your site will be harder to use and users will leave.
違反設(shè)計習(xí)慣。這里尼爾森談的是繼承的問題，我相信老大在深圳UPA會上的講話，比如：QQ的消息聲音是不能改變的。這就是一個習(xí)慣的問題，已經(jīng)有先前的習(xí)慣了，違反這個習(xí)慣是要負(fù)出代價的，當(dāng)然，如果你有足夠的資金的化當(dāng)我沒說。前一段也有小案例，一個朋友把網(wǎng)站首頁放到瀏覽器的右邊了，我說這樣的突破太大，很多用戶會找不到的。這是一個設(shè)計習(xí)慣，也是一個用戶習(xí)慣的問題。
9. Opening New Browser Windows
Opening up new browser windows is like a vacuum cleaner sales person who starts a visit by emptying an ash tray on the customer's carpet. Don't pollute my screen with any more windows, thanks (particularly since current operating systems have miserable window management).
Designers open new browser windows on the theory that it keeps users on their site. But even disregarding the user-hostile message implied in taking over the user's machine, the strategy is self-defeating since it disables the Back button which is the normal way users return to previous sites. Users often don't notice that a new window has opened, especially if they are using a small monitor where the windows are maximized to fill up the screen. So a user who tries to return to the origin will be confused by a grayed out Back button.
Links that don't behave as expected undermine users' understanding of their own system. A link should be a simple hypertext reference that replaces the current page with new content. Users hate unwarranted pop-up windows. When they want the destination to appear in a new page, they can use their browser's "open in new window" command -- assuming, of course, that the link is not a piece of code that interferes with the browser抯 standard behavior.
打開新瀏覽器窗口。這個問題不想多說，各個業(yè)務(wù)是不同的，應(yīng)該是有區(qū)分的，但在流程中不應(yīng)該打開新窗口，這個是中斷了用戶的流程。
10. Not Answering Users' Questions
Users are highly goal-driven on the Web. They visit sites because there's something they want to accomplish -- maybe even buy your product. The ultimate failure of a website is to fail to provide the information users are looking for.
Sometimes the answer is simply not there and you lose the sale because users have to assume that your product or service doesn't meet their needs if you don't tell them the specifics. Other times the specifics are buried under a thick layer of marketese and bland slogans. Since users don't have time to read everything, such hidden info might almost as well not be there.
The worst example of not answering users' questions is to avoid listing the price of products and services. No B2C ecommerce site would make this mistake, but it's rife in B2B, where most "enterprise solutions" are presented so that you can't tell whether they are suited for 100 people or 100,000 people. Price is the most specific piece of info customers use to understand the nature of an offering, and not providing it makes people feel lost and reduces their understanding of a product line. We have miles of videotape of users asking "Where's the price?" while tearing their hair out.
Even B2C sites often make the associated mistake of forgetting prices in product lists, such as category pages or search results. Knowing the price is key in both situations; it lets users differentiate among products and click through to the most relevant ones.
不回答用戶的問題。最痛心的是這一點(diǎn)，有時候并不是可用性的問題，商業(yè)上不能做，不能告訴用戶的觀念占據(jù)了很大的程度。尼爾森在這里列舉了購買產(chǎn)品的例子，在產(chǎn)品的頁面中，用戶往往不能完全了解產(chǎn)品，沒有把握住用戶的心理是最失敗的部分。我常和同事說flickr在刪除相冊夾有一個很好的提示，對心理抓的很準(zhǔn)，而更巧妙的是，這個提示在操作中完成。
尼爾林從一九九六年就開始在alertbox里寫Top ten，有興趣的可以看下以前的內(nèi)容。
Top Ten Mistakes in Web Design(1996)
Top Ten Mistakes in Web Design(1999)
Top Ten Mistakes in Web Design(2002)
Top Ten Mistakes in Web Design(2003)
Top Ten Mistakes in Web Design(2005)
本文鏈接：http://www.95time.cn/design/doc/2007/4464.asp 
出處：Xiaoxiao
責(zé)任編輯：blue
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