Website Usability: How To Make It User-Friendly

• Basic Elements of Usability
• Influence of Usability
• When Is a Usability Analysis Performed?
• Usability Requirements
• Elements of Usability
• Peculiarities of the Audit
• Conclusion

Website usability is a measure of user-friendliness. A user can access information fast and take targeted action when usability is high. Low usability lowers conversion rates and behavioral factors (BF).

Basic Elements of Usability

The fundamental components of usability are: 

• Interface simplicity. Measures must be taken to ensure that visitors to the site can learn it quickly.
• Recallability. Users must quickly recall how to find the information they are looking for.
• Usability. Pop-ups, advertisements, and their effects on users are all examined.
• Usability satisfaction. Users should be happy with the information’s presentation, design, and usefulness.
• Number of errors. Errors like incorrect clicks, getting into wrong sections, etc. must be kept to a minimum.

Influence of Usability

The conversion rate and traffic are influenced by usability. Attendance is negatively impacted by a user-unfriendly website. High usability will boost traffic and raise the site’s standing in search engine results. Additionally, the conversion rate needs to be considered. A high conversion rate results in lower marketing expenses. For instance, the cost per customer would be $10 with a $100 advertising budget and a 10% conversion rate.

When Is a Usability Analysis Performed?

Usability analysis is performed in the following cases:

• Technical audit. An analysis of the technical aspects looks at how users interact with the website. The pages’ structural components, non-commercial pages (such as privacy policies), feedback forms, and others are examined.
• Redesign. Missing functionality is examined during the redesign, and suggestions for reworking structural components are provided.
• A decrease in conversion. The simplicity of user engagement with the website is examined if conversion levels decline. For instance, if the feedback form is ineffective, conversion may suffer.
• Expanding the site’s internal structure. Competitors’ conversion units, videos, photographs, online consultants, and other features are examined when new pages are built. These components can be used in the development of new webpages.
• Regular testing. As the dynamics of the project can change, usability assessment is carried out on an irregular basis, roughly once or twice a year.

Usability Requirements

Usability requirements for websites are as follows:

• The layout of the site should be simple with few icons, text sections, and order forms.
• It shouldn’t take more than five seconds for a page to load.
• The corporate logo ought to be prominently displayed on top.
• The company’s USP should be appealing, straightforward, and easy to understand.
• It is best to use human-readable URLs that are simple to remember.
• The site’s search box is located at the top.
• When text is written in dark color on a light background, there is a strong contrast between the background and the text.
• Page 404 is executed in the general design of the site and contains links to the key pages.
• The website has an “About” page.
• All text links are highlighted and shown in a different color.
• The key categories or significant pages are linked from the navigation menu.
• You may add a variety of tips and filters for users.
• The user is notified of what is happening, such as the fact of making a payment in the online store.

Elements of Usability

The basic elements of usability include:

• Header. This area of the website lies on top of the content. The header should be eye-catching, useful, concise, easy to read, and consistent with the site’s overall style. A search box, a horizontal menu, and contact information are all located in the header.
• Main menu. Links to website pages are contained in this crucial functional component. It must be practical, easily identifiable, and include the organization’s logo. The menus are thoroughly tested for usability.
• Homepage. It serves as the website’s business card and provides useful data to the user. For instance, a product catalog, items, specials, and contacts can all be found on the online store’s homepage. The elements on the homepage should be carefully examined because some of them could be changed or eliminated.
• Category page. Verify the page’s architecture and visitor behavior. You can upgrade the page in accordance with the check. An excellent page ought to answer the user’s query. Making sure that the information is structured is essential.
• Product page. This page is crucial for improving the online store’s conversion rate. Perform a thorough study of the page’s components. Product filters should be set up, and each one should have a clear description.
• Cart page. Make sure the layout and functionality are basic. Prepare compelling information on product delivery, payment, and extra features.
• Placing an order. Allow customers to rapidly complete their purchases. There shouldn’t be more than 3–4 forms to complete. Long orders reduce the probability of purchase.
• Footer. This is the bottom part of the site. It duplicates links to categories of goods and services, contact information and links to social networks.
• Information pages. You should ensure the accuracy of the information provided on the pages – payment, shipping, contacts. You can also provide personal information.

Peculiarities of the Audit

Features of a usability audit include: 

• Technical side. The user may have difficulty accessing the content if there are technical issues. Technical examination verifies the accuracy of HTML, CSS, and JS code. It includes the examination of the download speed and provides tools to boost it. Server responses 200 (existing page) and 404 (non-existent) are examined, together with a page 404 detailing the error’s root cause.
• Content. The requirements for readability and originality must be met by the content. The titles should be brief, accurate, and informative. The writing style should be as plain as feasible for the target audience. For instance, specific terminology is rarely utilized in writing for a general readership, yet it can be enlarged in writing for specialists. The text should be organized, using headers that emphasize key ideas, subheadings, lists, graphics, and tables.
• Navigation. The user can navigate the website more easily when there is good navigation. Links ought to be simple to follow. Nesting levels shouldn’t exceed 3–4. Additionally, you should fix broken links and make the site’s search function simple.
• Design. It is essential to make sure that the color scheme complements the website’s overarching theme. You should consider the font’s size, type, and contrast. Choose clear symbols for use as icons (e.g., “hamburger” for the menu). The use of adaptive design is possible.
• Conversion components. The application form, the “Buy” button, and calls to action are the major conversion factors. Conversion depends on the accessibility of these elements. For instance, you may alter the “Buy” button’s color scheme to boost conversion rates.

Conclusion 

Usability is a crucial aspect that influences revenue, traffic, conversion rates, and behavioral variables. You ought to do regular usability audits. It involves research of both internal and external factors, as well as of the semantic core. Conversion components can be added or removed, designs can be changed, and content can be added, if necessary.