Usability is a concept that characterizes the degree of convenience, productivity, for the user to achieve the specified goals. In the process of website promotion, the level of convenience has a rather large impact on the conversion of visitors (the transformation of potential buyers into real ones). It will be easier for the user to go to another competitor site than to look for the "Order" button. on an ill-conceived website with an inconvenient interface.
Basic principles
Interface usability analysis is a complex concept that involves a set of the following activities:
- building a user scenario - identifying algorithms of visitor behavior on a website taking into account the peculiarities of people's perception of different types of information (graphic, text, etc.)
- tracking user behavior - is assessed with the help of numerous metrics, counters, and other usability testing tools.
- assessing the degree of user satisfaction - determining the degree of goal achievement by the user, measured by the time of task completion, cognitive load, complexity of the activity.
- identifying and taking measures to eliminate factors that prevent users from achieving their goals (making a transaction, making an order, etc.)
In general, the concept of usability can be defined as a set of attributes that affect the ergonomics of a resource:
- interactive design,
- intuitive interface,
- calling the user to perform an action for a certain reward (get a discount, bonus, etc.)
What usability factors influence ranking?
Undoubtedly, usability analysis of the site both directly and indirectly influences ranking, as it helps to improve behavioral factors. Of the many parameters that contribute to the growth of user trust in the resource, the following are the most important.
- Page loading speed. An optimized site does not load more than 3-5 seconds, the html code does not contain “garbage”, caching technology is used.
- Interactive menu. Convenient navigation on the site, use of the site map.
- The presence of functionality that facilitates the user's work. Use of the "Top" button, well-thought-out user interface.
- The presence of contact information in the site header. This is especially important for certain types of topics - taxi, delivery service, etc.
- Text structuring. It is assumed that there is semantic layout, micro-markup intended for search robots, as well as dividing the text into structural units that facilitate perception.
- The presence of links in the text. In the process of resource analysis by the search robot, the design of links leading to other pages of this site or a third-party resource is taken into account.
Recommendations for improving the site
Specialists of the Delta company can carry out a professional analysis of the usability of your site, on the basis of which a detailed report is compiled, including suggestions for increasing the conversion of the resource. The work necessary to improve the usability of the site is carried out both at the client's request and as part of the optimization and promotion.