The easier it is for an average person to navigate a website, find information, and accomplish tasks, the higher its usability is. The term usability is very close to the concept of a user-friendly design. Yet the latter focuses not only on the amount of effort one puts into surfing the web but on a pleasant, not frustrating experience received while doing it.
The primary task of a web design studio is to create a website that is fun to use. If you increase its usability, it will lead to an increase in conversion rates. Users will stay longer on the site, and some of them might find your product attractive, which makes the platform more efficient.
What Are the Four Main Areas of Web Usability?
The Web Content Accessibility Guidelines, shortened to WCAG, are based on four main principles. They require a website to be:
- perceivable - facilitate understanding of information through visuals and layout;
- operable -deliver smooth navigation and interaction;
- understandable - simplify and clarify information;
- robust for as many people as possible -make sure to avoid any misinterpretations.
How Can I Improve My Website Usability?
When you got a user's attention and the person starts his/her journey through your site, implement the above principles in the following actions:
- Keep the design and information clear.
Be creative but meet basic design and functionality expectations. For example, don't place action buttons in an unusual place. Simplify the navigation. Minimize the number of clicks needed to complete an action, make a purchase, or give feedback.
Don't overload the page with information. A sufficient amount of negative space (the area with no information on it) relaxes cognitive strain on a user. Put the most important elements in the most visible places. Make them bigger and brighter than less important ones. Produce a clear call to action.
Get started with a consistent layout of product pages. Then, your user will intuitively navigate a new page.
Reduce text as much as possible by presenting information with pictures.
- Make your website mobile-friendly.
Make sure the website works well on all portables. Place call-to-action buttons on the upper part of a page displayed on mobile devices. A user doesn't have to scroll down the page to add a product to a cart or proceed to checkout. Make sure all elements adjust to the size of a screen. Keep in mind that placing buttons at the central area of the screen lets the user navigate the phone with one finger.
- Engage and entertain a user.
Present value propositions to look bright and attractive. Let your users discover something new and surprise them. Suggest playing. Guide the visitors' attention. Make your website more fun. Monitor an average session duration time. Use great visuals, but don't be intrusive. Don't overwhelm the user with too much action and movement on a screen.
- Keep discovering your client.
Provide a sufficient amount of usability testing. Strive to know your client. Generate the amount of information a client requires. Apply the language your users speak. The information has to be not only clear but also relevant to your audience.
Give an option to feedback on using your service. Always get back to it.
Monitor the bounce rate, a percentage of users who left the website after visiting only a landing page without navigating the platform. If it gets over 40%, your website either attracts the wrong clientele or offers a poor user experience.
- Make information accessible.
Present information in different forms; accompany video and sound with text, and text - with pictures. Make sure that your host is reliable. Monitor that all links on the website are active and all fonts are easy to read. Optimize the speed of the page load - it's crucial for a mobile version of the site. Make sure your clients don't go away because the load time is too long.
How Can I Make My Website More Efficient?
To make a website more efficient, you need to work on both getting more potential customers to your website and providing a better user experience. Offering unique content is the way to high rankings in search engines.
Invite clients to come back and interact with your site again through loyalty programs, subscriptions, mailing lists, and social media.
Increasing the usability of your website is like training your sales force to work with clients. It is an everlasting process that requires knowledge, reflection, testing, creativity, and prudence. You need to rely on statistics but challenge it. Trust trends but aim to be productive. Put users first but do not expect them to know what works best for them.
The web designer studio Alice Wonder offers efficient solutions to improve their client's website usability and increase conversion.
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