Back button, behind closed doors
In his latest Alertbox column, Jakob Nielsen discusses a research study that could prove to be invaluable to our understanding of how users behave on the Web. The great thing about this study is that it tracked the participants’ behavior as they followed their own usual routines, so it gives some clear insight into how people use the Web on a day-to-day basis.
In his column, Mr. Nielsen focuses on the fact that people read such a small portion of the text. Using data from the study, he calculates that on average people read no more than 28% of the text on a given Web page. This helps to add further emphasis to a point of Web usability that has long been established: Keep the text short, relevant, and scan-able.
Another finding of the study that is of particular interest to those of us who are focused on building Web-based applications is the impact that we’re having on the back button. The browser’s back button has dropped to third place in the list of most-clicked items, and according to the study’s authors, this drop has something to do with what we sometimes call RIAs:
A major finding is the decreasing prominence of backtracking in Web navigation. This can largely be attributed to the increasing importance of dynamic, service-oriented Web sites. Users do not navigate on these sites searching for information, but rather interact with an online application to complete certain tasks.
What I would like to see analyzed is the degree to which the look and feel of the application makes a difference here. Most Web applications, since they’re built with Ajax, still look and feel very much like conventional Web pages. It seems to me that users are more likely to hit the browser’s back button in this case, than if the application looks more like a GUI and feels more like a desktop application. Speaking for myself, I still find myself hitting the back button from time to time when I’m in Gmail, which looks pretty much like a Web page. By contrast, it would probably never occur to me to hit the back button if I were using an app like Scrapblog or Buzzword. (I wonder if I could get a grant to study this?)
Ideally, of course, I’d like to say, “let’s put all of our applications on AIR and leave the browser for text-based Web sites.” However, there are those circumstances where zero-footprint is a requirement, and others where it’s just desirable - particularly from a usability perspective - to have the application come up in the browser. For those circumstances, it is good to have some data on how much people rely on the browser’s built-in controls.



