As she explains to WebProNews, most people try numerous tactics when their conversions drop. However, if the problem is with the website’s foundation, then conversions will continue to drop. The foundation consists of elements such as business requirements, keyword research, user behavior, mental models, and more.

When users factor in these elements, they can build an information architecture based on new information they have found and on some they never knew they had. As a result, the website flows better and is easier to use.

She says users should, “create an experience, not just a bunch of web pages.”

In addition, she advises people to not put everything on the home page. If the website is built properly, the users should not have any trouble with the navigation. She suggests creating links other than the usual Products, Services, About Us, and Contact Us tabs. When SEOs are creative, it motivates users.

On a different note, Krause Berg also discusses the idea of social behavior in regards to offline and online human behavior. Society is obviously adopting more to social media and social networking. She believes the key is providing something other than what is already available offline. She goes on to say that both Facebook and Twitter did this.

A great deal of research is being conducted related to social media and human behavior. Krause Berg believes SEOs and marketers should pay attention to it since they need to use social media to increase their search presence.

Have you considered these components pertaining to information architecture and online social behavior and how they affect your online success?

When Krause Berg decided to become a usability consultant, she wanted to find an effective way to do this. Her system includes business requirements, functional requirements, search engine requirements, search engine marketing requirements, server requirements, social media requirements, and mobile requirements.

Typically, when a site is close to being complete, someone will decide to add or change something. Unfortunately, sometimes it cannot be done due to issues with the server or another matter. In other words, there wasn’t enough advance planning.

To make sure this doesn’t happen, Krause Berg recommends starting with a basic goal and then breaking it down. In the end, you will, hopefully, be able to detect all the problems before the roll-out of your website.

But does this mean that as we become more social online, that we become less social offline? Kim Krause Berg, who has studied this area extensively, said:

“We’re actually becoming more social on a broader, more global scale… we’re talking to more people, we’re connecting with more people because we have the ability to do so… and we’re not so sure what to think about it.”

According to Kim, the social Web is very fascinating to us because it is still in the baby stages. In addition, we’re still trying to figure out how to use it. Users should be aware that challenges and conflicts do exist in the social Web but need to learn how to balance them with their everyday lives. Remember that the social Web was meant to make people more social, not less.

Are you so involved with the social Web that you are becoming antisocial offline? At social gatherings, do you spend more time connected to the social Web through your mobile device or communicating with the individuals around you?