Importance of Navigational Experience Quality
Navigation is key to users satisfaction with the quality of their experience using a news website. A study shows the most common links on news websites are navigational. A 2015 study shows the less users got lost trying to find something the better the users perception of usability. It also shows the more users like the website the more likely they are to return to the news website.
Researchers found that previous browsing behaviors are predictors of visit and page view decisions. The study also shows less frequent visitors are less likely to visit the news website and that users who read specialized content, ex. Sports, Local News, TV, and don’t just browse headlines are more likely to return.
Social media is key in driving traffic to news websites. Researchers also found that social media can aid the user in the navigational process. It shows “that users actively engaged in browsing content on Facebook would be prone to greater content seeking once at an external website, in which case we would also expect to observe changes in browsing behavior at the news website with deeper browsing when users are engaged with the on-line social network.”
The study also shows that “the behavior of social network peers can also influence the amount of content consumed once at the website” revealing “social integrative motives might indeed be at the base of news consumption on-line.” Users seeking content for personal needs are likely to rely on friends as a tool for discovery, the study finds this could “foster the discovery of content.”
There are standard design elements that aid in increasing user satisfaction. This is why most news websites have similar design elements. Research shows news websites should have familiar features in order to make users feel more comfortable, but should exhibit their own style to differentiate it from other websites.