Business Weekly - Cambridge, UK

Long regarded as the king of usability, Nielsen, is one of the most successful – and controversial – authorities on the Internet.

He will explain to a packed audience at Internet Magazine’s Building Successful Web Sites Conference on October 8, why the words ‘evil, lazy and stupid’ can be appropriate for describing what is often considered as the marvel of our age.

In his view companies make their Web sites too complicated for the average user and to survive the recession company Web sites should be less glamorous and provide more straightforward answers to people’s needs.

Nielsen told Internet Magazine: “Any Web sites that are too difficult to use will be abandoned by the users. Thus, the surviving Web sites in 10 years will by definition be those that are good at following usability guidelines.”

Editor of Internet Magazine, Tanya Kreisky, said: “With such a reputation preceding him, Jakob Nielsen’s speech promises to be a highlight of the conference.

“Jakob is a forceful and charismatic person who can command up to $10,000 a day from multinationals.

“We are very privileged to be given this rare opportunity to hear his views – both in the key note speech and in what promises to be a hotly debated question and answer session.”

The conference aims to challenge conventional thinking and focus on how to make sites efficient, effective and most of all successful.

Ms Kreisky added: “The one day conference is packed with some of the most influential and thought providing speakers ever assembled.

“From cutting edge design and marketing agencies through to innovative small businesses, household name blue-chip companies and leading media organisations, it is an impressive cast.

“Overall the conference will be inspirational, and with input from speakers like Jakob, is certain to generate stimulating debates.

“However, with a recession now upon us, the real focus will is on delivering practical benefits which can be put to good use – whatever the organisation.”

Key sessions include site design, the impact of new technology, performance measurement, sound and vision – benefits and drawbacks, effective site marketing techniques, content management and how to make sites work within a business environment.

The conference takes place on October 8, at the Queen Elizabeth II Conference Centre in London.

• For more details and to order tickets, log onto the website at http://www.internet-magazine.com/events/conference.asp