Linkage Analysis and Composition: Improving Navigational Efficiency and User Engagement

1. Chapter 6 Linkage Analysis and Composition

2. Linkage Analysis and Composition • Linkage analysis • Hyperlinks • Defined for information objects • Threaded to each other • Threaded to other web sites • Reevaluated • to ensure information content • Interpretation • Linkage composition • Phrasing for each link is chosen • Colors are also chosen

3. Key Roles • Information Steward • Linkage analysis and selection • Evaluate links for navigational efficiency • Final approval of link selection • Final approval of link phrasing • Designer • Linkage analysis and selection • Evaluate links for navigational efficiency • Perform the required programming

4. Linkage Analysis Guidelines • Hyperlink (link) • Electronic connection between two web information objects • Create threads that tie information together • Movement between two points Types of Links • Intrapage Hyperlink (link) • For simplifying access to information in long, complex web pages • Jump from one spot to another on the same page • Jump from one page to an internal location on another page – rather than at the top of the page

5. Types of Links • Intrasite Hyperlink (link) • Tie presentation pages together • Meaningful threads • Tie links between business relationships • Home page to • Contact page • Products page • Etc. • Alternative to intrapage links for long pages • Max of 150 lines on a single page • Split information objects if there are too many for a single page Which Type to Use • More than 150 lines use intrapage • Downloading time • Smaller the page – faster the download

6. Types of Links • Intersite Hyperlink (link) • Link to another web site • Not another page in the current web site • Use the content of other web sites • To compliment the current web site • Supplement information • Determining other site to link • Supplement for different interests • Broaden current web site information • Not competitive with current web site • Compatible with current web site • Tone • Appearance • Information • Advantages • Gain more information free • No technical issues

7. Linkage Selection • Interpage Hyperlink (link) • Ability to speed users’ navigation • Help users access information quickly • Intrasite Hyperlink (link) • Document business relationships • Contact page • Products page • Contact page • Intersite Hyperlink (link) • Selection based on value added • Affect attribute • Improve by making additional information available • Enhances presentation’s message • Effect attribute • Engages the user’s attention and/or senses

8. Hyperlink Computation • Number of links • Total possible (each page linking to each other) • Actual should be between 40-60% • Create a matrix (Excel) • Column headers = each page • Row headers = each page • Multiple the number of columns by rows (each should be the same) • This represents 100% • Total the # of actual links going from one page to another • Total the # of actual links returning from one page to another • Total these actual link numbers • Divide the actual link number by the number representing 100% • This is the % that should be between 40 and 60

9. Hyperlinks • Too few • Imply that the number of users groups is low • User actions are narrowly defined • Increase links to improve maneuvering • Every page should provide for return to its parent page and to the site home page • Deprives visitors of information • Leads to • fewer users • Fewer sales • Ewer closures • Too many • Visitor is overwhelmed • Will leave the site • Information overload

10. Mismatched Hyperlinks • Links that do not match page contents • Links between pages that do not relate to either user needs or business relationships • Led to ambiguous interpretation of the presentation Hyperlinks Composition • Use as few words as possible • Be direct • Words chosen accurately reflect • The linked-to information • The desired image of the organization