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Website usability analysis. What to look for
The usability of a website is the degree to which it is convenient for the user. If the usability is at a high level, a person will quickly get the necessary information and take a targeted action. Otherwise, the behavioural indicators will be unsatisfactory and, as a consequence, the conversion rate will decrease. To understand how user-friendly your online resource is, you need to conduct a usability audit. The experts from the company "Tredittex Solution" told us what to look out for when conducting an audit.
A usability audit is necessary in at least three cases:
A usability audit is necessary in at least three cases:
- Your site is under development and you need to assess its usability for users before launch;
- The site is already up and running, but you are not satisfied with the conversion rate;
- You are adding new functionality to your site and want to understand how best to implement it.
Which components of usability should be audited?
Usability is a complex feature of the site, consisting of six components. During the audit, each of them will be considered.
Technical side of the site
If technical problems on the site prevent it from functioning normally, the user will not be able to access content or will be delayed.
This is unacceptable, so pay attention to these important points:
Content
Content is what users come to the site for, so it should be easy to interact with. Check that everything is in order:
Site navigation
Website design
During the website design audit, nuances such as
Conversion elements
In principle, all elements of a website influence conversion to some extent, but there are some that are directly responsible for it. Conversion largely depends on the accessibility, attractiveness and convenience of these elements:
Identification and contacts
This is the last (but not least) block. When they come to your site, the user should understand who you are, what you do and how to contact you.
Pay attention to these nuances:
Usability is a complex feature of the site, consisting of six components. During the audit, each of them will be considered.
Technical side of the site
If technical problems on the site prevent it from functioning normally, the user will not be able to access content or will be delayed.
This is unacceptable, so pay attention to these important points:
- Validity of HTML, CSS and JS code. If the layout of the site is not correct, elements may be displayed incorrectly and functionality may not work or may work intermittently;
- The speed of loading the site;
- Correctness of the server.
Content
Content is what users come to the site for, so it should be easy to interact with. Check that everything is in order:
- Headings are clear and meaningful, no ambiguity or understatement;
- The style of presentation is clear to the target audience;
- The text is formatted: there are subheadings, highlighting of important points, lists, figures and tables where appropriate.
- The content of the site is presented in a consistent style. This applies to the colour scheme, fonts, placement of menus and other cross-cutting blocks on the page. It should not be the case that categories are designed in one style, product pages in another, shopping baskets in a third.
Site navigation
- Easy navigation meets the following requirements
- Links in the text are easily distinguishable and cannot be confused with the text;
- A small number of nesting levels (no more than three or four);
- The number of menu items at each level of nesting - no more than seven or eight;
- The presence of 'breadcrumbs' (so that the user knows what part of the site they are in and can return to the previous level);
- Convenient search across the site.
Website design
During the website design audit, nuances such as
- Conformity of the colour scheme and styling of the site to its theme;
- Convenience of reading fonts - consider font type, size, colour, contrast;
- Availability of adaptive design (or mobile version).
Conversion elements
In principle, all elements of a website influence conversion to some extent, but there are some that are directly responsible for it. Conversion largely depends on the accessibility, attractiveness and convenience of these elements:
- Registration/order form;
- CTA button 'Add to cart'/'Buy'/'Checkout';
- Calls to action ('Go to catalogue', 'Add to compare' and others);
- Shopping basket;
- Tips;
- Widgets.
Identification and contacts
This is the last (but not least) block. When they come to your site, the user should understand who you are, what you do and how to contact you.
Pay attention to these nuances:
- Logo - on all pages of the site;
- Telephone number (and other contact details if applicable) - in a prominent place on all pages;
- About Us page (general description of activities);
- Contacts page (feedback form, address, phone number, other contacts, map).
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