Recently, in one of the blog posts, Kashyap @realstorygroup quoted: ”
Content may be king but Context will be emperor
” and its truely the case with the changing nature of how we access information. Typically, there are three ways in which a user arraive at a site:
- Through direct URL
- Search engine
- Through reference or link from other Site
And context is different for all the scenario’s, especially with the tabletization of the world. It has made every pixel of screen count to present information which the user is looking for. Lets look at the above three scenarios:
Direct URL – Users expectation is that site needs to present personalised content based on their previous behaviour and/or user clicks to present most relevant information. People are always saying: “Present me what I am looking for else I will go and find it else where.” This has driven lot of companies to adopt through anonymous user journeys and present a level of personalised content.
Search engine – This is becoming critically important, as search engines is the main traffic generator for a normal site. Search engine context is the the most important one but has not been explored to the fully. Assume that someone is searching a phrase ‘Fatwire Oracle’ and the site get listed in top ten search results. Now from the query, its not obvious what the user is looking for and so search engine will present a link to the site. When the user clicks on the sits URL, it goes the the specific page ln the site. While the information might be relevant, it is quite possible that it is not relevant for him. But if the user is presented with all the other relevant links around Fatwire Oracle, it is possible that user gets deeper into the site and becomes as regular visitor.
Through reference or link from other Site – This pretty much falls in the same bucket as search engine and the above information holds good.
To add another dimension to the context, mobilization and tabletisation present more challenges to maintain websites and present context based information. So, if the user comes to the site from search, the information presented on a mobile phone needs to vary with what is presented on the website, though they need to be context aware.
With the internet world moving towards tabletisation and mobilisation, its time to re-think before starting any project. How it is going to fit on all the possible context the site falls.