Bartholomew is the marketer for his company's web site, LogoMaker.com. The company sells graphic logo design services through the site. Several of his colleagues have commented that the site is difficult to use. Bartholomew thinks the site will be more successful if users enjoy the time they spend there. To improve the user experience of the site, which two areas should Bartholomew focus on? Select the best answers.

Analysis of Correct Answer(s)

To address feedback that a website is "difficult to use," the focus should be on fundamental elements of the user journey and site structure.

• Navigation: This is the roadmap for users. If the navigation is unclear, illogical, or inconsistent, users will get lost and frustrated, directly leading to the perception that the site is "difficult to use." Improving the main menu, site search, and overall information architecture is a primary step in enhancing user experience.
• Landing pages: These are often the first interaction a user has with the site. A well-structured landing page with a clear value proposition, intuitive layout, and a prominent call-to-action (CTA) is crucial for guiding users. If landing pages are confusing, users are likely to abandon the site without exploring further.

Analysis of Incorrect Options

• Imagery: While important for aesthetics and branding, imagery is a design element. Poor usability is a structural problem that better images alone cannot solve.
• Optimization: This is a very broad term representing the overall goal or process (e.g., conversion rate optimization). It is not a specific, actionable area of the website like navigation or a page type.
• Specialization: This refers to the business niche or focus. While a good business strategy, it does not directly relate to the website's functional usability.