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Chapter 6
Linkage Analysis
and Composition
Linkage Analysis
and Composition
• Linkage analysis
•Hyperlinks
•Defined for information objects
•Threaded to each other
•Threaded to other web sites
•Reevaluated
•to ensure information content
•Interpretation
•Linkage composition
•Phrasing for each link is chosen
•Colors are also chosen
Key Roles
• Information Steward
•Linkage analysis and selection
•Evaluate links for navigational efficiency
•Final approval of link selection
•Final approval of link phrasing
•Designer
•Linkage analysis and selection
•Evaluate links for navigational efficiency
•Perform the required programming
Linkage Analysis Guidelines
• Hyperlink (link)
•Electronic connection between two web
information objects
•Create threads that tie information together
•Movement between two points
Types of Links
• Intrapage Hyperlink (link)
•For simplifying access to information in long,
complex web pages
•Jump from one spot to another on the same
page
•Jump from one page to an internal location on
another page – rather than at the top of the page
Types of Links
• Intrasite Hyperlink (link)
•Tie presentation pages together
•Meaningful threads
•Tie links between business relationships
•Home page to
•Contact page
•Products page
•Etc.
•Alternative to intrapage links for long pages
•Max of 150 lines on a single page
•Split information objects if there are too many for
a single page
Which Type to Use
•More than 150 lines use intrapage
•Downloading time
•Smaller the page – faster the download
Types of Links
• Intersite Hyperlink (link)
•Link to another web site
•Not another page in the current web site
•Use the content of other web sites
•To compliment the current web site
•Supplement information
•Determining other site to link
•Supplement for different interests
•Broaden current web site information
•Not competitive with current web site
•Compatible with current web site
•Tone
•Appearance
•Information
•Advantages
•Gain more information free
•No technical issues
Linkage Selection
• Interpage Hyperlink (link)
•Ability to speed users’ navigation
•Help users access information quickly
•Intrasite Hyperlink (link)
•Document business relationships
•Contact page
•Products page
•Contact page
•Intersite Hyperlink (link)
•Selection based on value added
•Affect attribute
•Improve by making additional information
available
•Enhances presentation’s message
•Effect attribute
•Engages the user’s attention and/or senses
Hyperlink Computation
•Number of links
•Total possible (each page linking to each other)
•Actual should be between 40-60%
•Create a matrix (Excel)
•Column headers = each page
•Row headers = each page
•Multiple the number of columns by rows
(each should be the same)
•This represents 100%
•Total the # of actual links going from one
page to another
•Total the # of actual links returning from one
page to another
•Total these actual link numbers
•Divide the actual link number by the number
representing 100%
•This is the % that should be between 40 and
60
Hyperlinks
•Too few
•Imply that the number of users groups is low
•User actions are narrowly defined
•Increase links to improve maneuvering
•Every page should provide for return to its
parent page and to the site home page
•Deprives visitors of information
•Leads to
•fewer users
•Fewer sales
•Ewer closures
•Too many
•Visitor is overwhelmed
•Will leave the site
•Information overload
Mismatched Hyperlinks
•Links that do not match page contents
•Links between pages that do not relate to either user
needs or business relationships
•Led to ambiguous interpretation of the presentation
Hyperlinks Composition
•Use as few words as possible
•Be direct
•Words chosen accurately reflect
•The linked-to information
•The desired image of the organization