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Published: 21.06.2024

Last update: 03.07.2024

Website usability: what is it and why do I need it?

Imagine this: you open a shop. It is clean and beautiful inside, but finding the right product is a real quest. The price tags are unre...
Development

article on 11 minutes

Website usability: what is it and why do i need it?

Introduction

Imagine this: you open a shop. It is clean and beautiful inside, but finding the right product is a real quest. The price tags are unreadable, and the sales assistant has disappeared. Will you return to such a shop again? I doubt it. The same applies to websites.

Today, it’s not enough to have a “presence” on the Internet and just build your website yourself. To attract customers and increase profits, your website needs to be user-friendly and intuitive, like your favourite shop. This is where website usability comes in handy.

Ключові елементи юзабіліті сайту

Section 1: Key elements of website usability

You already know that website usability is not just a buzzword, but the key to the success of your online business. After all, a website with good usability is like a welcoming shop: customers are pleasant to be there, they easily find everything they need and are happy to come back again.

But what exactly makes a website usable and enjoyable to use? Let’s take a look at the key elements of website usability that you should pay attention to in order to turn your website into a real magnet for customers.

Навігація та структура: 
як створити чітку та логічну структуру сайту

1.1 Navigation and structure: How to create a clear and logical website structure.

Imagine you are in a huge supermarket without a single signpost or signpost. Finding the right product is a real challenge! That’s how users feel when they arrive at a site with unclear navigation.

Comfortable navigation on the site is like a treasure map leading the visitor to the desired goal – buying a product, ordering a service or getting information.

Here are some tips on how to create a website with intuitive navigation:

  • Create a logical site structure: divide information into clear categories and subcategories.
  • Create a clear menu: the main menu should contain the main sections of the site and be accessible from any page.
  • Use “breadcrumbs”: this navigation element allows the user to see their location on the site and quickly return to previous pages.
  • Add site search: this is especially relevant for sites with a lot of content.
  • Check navigation on different devices: your site should be user-friendly on both a computer and a smartphone or tablet.

Remember that the usability of a website starts with well-designed navigation. If users can easily find the information they are looking for, they are more likely to stick around and become customers.

Дизайн та контент: 
одяг для сайту та його душа

1.2 Design and content: Clothes for the site and its soul.

Imagine that you have come to an important meeting. You have carefully chosen your clothes, done your hair and are ready to make the best impression. The same goes for your website. Design and content are the face of your online business, and they need to be impeccable.

Attractive website design is not just about pretty pictures. It should be thoughtful and functional: .

  • Use quality images and videos: visual content attracts attention and makes the site more appealing.
  • Maintain a consistent design style: colours, fonts and graphic elements should harmonise with each other.
  • Don’t overload the site with unnecessary elements: the design should be concise and intuitive.

Clear content is just as important as design. The texts on the website should be: .

  • Informative and useful: provide users with comprehensive information about your products or services.
  • Easy to read: use short sentences, paragraphs and lists.
  • Target audience: write in a language your audience understands.

Adaptive website design is no longer just a trend, but a necessity. Your website should display correctly on all types of devices: computers, laptops, tablets and smartphones.

A Mobile website is not a luxury, but a must-have for any business that wants to stay competitive.

Remember: your website is the showcase of your business. Make it attractive and convenient, and customers will not pass by!

Виявлення та усунення проблем з юзабіліті

Section 2: Identifying and fixing usability problems

Even the best websites need “preventive maintenance”. Imagine you’re a mystery shopper evaluating the usability and ease of use of your own website. Is it easy to find the information you need? Are the order forms clear? Are there no blind corners where potential customers get lost?

Identifying and fixing usability problems is an ongoing process that helps to “polish” your site to a shine and make it as user-friendly as possible. Let’s take a look at how to identify “weaknesses” and make your site flawless.

Типові помилки юзабіліті: 
розпізнати ворога в обличчя

Even experienced webmasters are not immune to mistakes. Sometimes, seemingly insignificant details can become a real stumbling block for users. Let’s take a look at the most common website usability mistakes that can cost you lost customers: .

  • Overly complicated navigation: multiple menu levels, obscure section names, no site search – all this makes users wander around the site by feel.
  • “Heavy” design: excessive use of graphics, bright colours, “flashing” banners – such a site is more likely to repel than attract.
  • Unreadable text: long “sheets” of text without paragraphs and subheadings, small font, inappropriate background – all of these make it difficult to perceive information.
  • Hidden or obscure contact details: the user should easily find a way to contact you – phone, email, feedback form.
  • No mobile version of the site: in the age of smartphones, this is no longer just a mistake, but a crime against usability!

Site Usability for Dummies is not a ridiculous standard, but a real necessity. Your site should be understandable and convenient for everyone, regardless of age, experience of using the Internet and technical knowledge.

Site usability, examples of which can be found on the Internet, is an inexhaustible source of inspiration and ideas. Analyse successful websites, study their strengths and implement the best practices on your site.

Remember that even seemingly minor flaws can have a negative impact on the user experience.

Інструменти та методи аналізу: шерлок холмс юзабіліті

2.2 Tools and methods of analysis: Sherlock Holmes usability

Identifying usability problems is a real investigation that requires the right tools and techniques. Fortunately, modern technology offers a wide arsenal of options for analysing and improving website usability.

Here are some popular usability analysis tools and methods:

  • Google Analytics: this free service provides detailed information about users’ behaviour on the site: where they come from, what pages they view, how long they stay on the site, where they “get lost”, etc..
  • Heatmaps: visually display users’ activity on the page: what elements they click on, where they put the mouse cursor, how far they scroll.
  • A/B testing: allows you to compare the effectiveness of different versions of pages and determine which one performs better.
  • Usability testing: observing real users performing tasks on your site.

Ordering a site usability audit is the best solution if you want to get a comprehensive evaluation of your site usability from professionals. Specialists will conduct an in-depth analysis, identify bottlenecks and give recommendations for improvement.

Our advice on website usability – don’t be afraid to experiment, try new tools and methods, and most importantly, put yourself in your users’ shoes.

Remember: there is no limit to improvement! Regularly analyse the usability of your website and make it better for your users.

Переваги інвестування в юзабіліті та пошук рішень

Section 3: The benefits of investing in usability and finding solutions

We’ve already established that website usability is not just a fashion fad, but a necessity for any business looking to attract customers online. But is investing in usability financially worth it?

The answer is unequivocal: yes! Money spent on improving usability is not an expense, but an investment that pays back a hundredfold in the form of increased conversions, sales and customer loyalty. In this section, we will look at the key benefits of investing in usability and help you find the best solutions for your business.

Збільшення конверсії та продажів: перетворіть відвідувачів на клієнтів

Imagine this: hundreds of people come into your shop every day, but only a few buy products. It’s frustrating, isn’t it? The same thing happens with a website that has usability problems. Visitors come but don’t find the information they need, get lost in the navigation or can’t understand the order form.

Investing in usability is like hiring an experienced sales consultant to guide the customer through every step of their journey on the site, from first encounter to purchase.

An easy-to-use website, with clear navigation, clear content and convenient order forms, can significantly increase conversion rates, i.e. turn more visitors into buyers.

Here are just a few of the benefits that come with improved usability:

  • Reduce bounce rate: if users like your site, they are more likely to stay on it and view multiple pages.
  • increase time on site: the longer users stay on your site, the more likely they are to be interested in your products or services.
  • Rise in orders and sales: a user-friendly website encourages users to take targeted actions – ordering products, making requests, signing up for newsletters, etc..

Remember, investing in usability is not a cost, but an investment in the success of your business.

Duli. Online - ваш партнер у створенні сайтів з високим юзабіліті: разом до успіху!

3.2 Duli.online – your partner in creating websites with high usability: Together for success!

You already know that website usability is essential to the success of your online business. But how to create a website that is not only beautiful, but also user-friendly and efficient?

Duli.online is a team of professionals who are in love with what they do. We create websites that work for your business, attract clients and bring real results.

What do we offer?

  • Designing websites with high usability: we carefully study the needs of your target audience, analyse competitors and create a website that will not only be beautiful, but also user-friendly and intuitive for users.
  • Usability improvement of existing sites: if you already have a site, but it does not bring the desired results, we will conduct a usability audit, identify “weaknesses” and suggest ways to eliminate them.
  • Usability advice: we’re happy to share our knowledge and experience, help you understand the ins and outs of usability and teach you how to create websites that users love.

Why choose Duli.online?

  • Experience and professionalism: we have many years of experience in web development and usability.
  • Individual approach: we take into account the specifics of your business and create unique solutions that meet your needs.
  • Transparency and affordable prices: we work without hidden fees and offer a flexible discount system.
  • Results Orientation: the main criterion of our work is your success.

Don’t put off for tomorrow what you can do today! Contact Duli.online and we will help you create a website that will become a powerful tool for the development of your business.

Make your business successful online with Duli.online!

Website usability: what is it and why do i need it?

Conclusions

Your website is not just a set of pages, but a virtual space where trust is born and customer loyalty is formed. By investing in usability, you are investing in the future of your business, because a website with high usability is:

  • Effective sales tool that works 24/7 to attract new customers and increase profits.
  • Loyal audience who come back to you again and again, choosing your site over your competitors.
  • A flawless reputation of a brand that cares about its customers and creates the best possible experience for them.

Don’t put off for tomorrow what will make your business successful today! Take a step towards your customers – create a website with high usability.

Resources

  1. Wie Benutzerfreundlichkeit & Barrierefreiheit zusammenhängen (amberscript.com)
  2. What is Usability – The Ultimate Guide | IxDF (interaction-design.org)
  3. Usability – Digital.gov
Vlad Likhovid
Vlad Lykhovid
Co-founder

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FAQ

Frequently Asked Questions

Do I have to order a usability audit if my website is new and designed with current trends in mind?

Even if your site shines with newness, and its design corresponds to the latest fashion trends, usability audit will not be superfluous. Imagine a luxury car that has just rolled off the assembly line. It impresses with its look and technical characteristics, but does it guarantee a comfortable and safe journey? No, because every driver has his own habits and preferences.

It’s the same with a website. What seems convenient and understandable to developers does not always meet the expectations of the target audience.

Here are a few reasons why a usability audit is a worthwhile investment, even for new websites:

  • Blind spotting: Developers who are engrossed in the process of creating a website may not notice shortcomings that are not obvious to themselves, but are critical to users. A usability audit can help you look at your site through the eyes of your target audience and identify stumbling blocks to easy navigation and targeted actions.
  • Hypothesis testing: Modern trends are good, but do they work for your website and your target audience? Usability audit, in particular A/B testing, will help to check the effectiveness of different solutions and choose the ones that really bring results.
  • Conversion Optimisation: The goal of any website is to turn visitors into customers. A usability audit will help identify bottlenecks in the sales funnel and optimise the site for maximum conversion.
  • Saving time and money in the future: It is much cheaper and easier to fix errors at the development stage than to redesign an already launched site.

Remember: By investing in a usability audit, you are investing in the success of your website and business as a whole. You should not neglect this opportunity to make your website a really convenient and effective tool for attracting customers.

What are the most common usability mistakes website owners make on their product pages?

The product page is the holy of holies of an online shop, the place where the visitor makes the key decision: to buy or not to buy. Unfortunately, many website owners make gross usability mistakes on these very pages, scaring away potential buyers.

Here are the most common ones:

  1. Imagine that you are buying clothes blind, without the ability to look at details or assess the colour. The product page should contain several high-quality photos from different angles, as well as the ability to zoom in for a detailed look.
  2. Uninformative or confusing description. The product description should be concise but comprehensive, containing all the necessary information: characteristics, benefits, uses, availability of sizes and colours. Avoid a “mush” of technical terms, write in a language that is understandable for the average user.
  3. Lack of reviews or ratings. Customer feedback is the best recommendation for your product. Give customers the opportunity to share their impressions, and use a rating system to visually assess the popularity of the product.
  4. Complicated or unclear order form. The order placement process should be as simple and intuitive as possible. Minimise the number of fields to fill in, use clear prompts and don’t force customers to register unless it’s mandatory.
  5. Lack of information about delivery and payment. Clearly indicate delivery terms and payment options so that customers do not have unnecessary questions.
  6. Lack of a “button” call to action. A clear call to action (e.g. “Buy”, “Order”, “Add to basket”) encourages the visitor to take the next step.

Remember: every detail on the product page should work to increase conversions. By correcting usability errors, you will be able to significantly increase sales and gain the trust of new customers.

Is it worth investing in a mobile version of a website if most of my customers use computers?

At first glance, if your customers are avid computer users, a mobile version of your site may seem like a waste of money. But is it really? The world is changing rapidly, and consumer habits are changing with it.

Here are some good arguments in favour of investing in a mobile version of your website, even if you don’t think you need one today:

  1. Mobile traffic is growing every day.
    Even if most of your customers are using computers now, this trend can change quickly. More and more people are favouring smartphones to search for information, communicate and shop online. By ignoring the mobile audience, you risk losing a significant share of potential customers as early as tomorrow.
  2. Google lovesmobile-friendly sites.
    Google’s algorithms favour sites that are adapted for mobile devices. This means that your site will have higher search engine rankings for users who are searching for information from smartphones or tablets. Consequently, you will get more traffic and customers.
  3. Mobileversionofthesiteisconvenientforusers.
    Even if a customer is used to using a computer, in some situations it may be more convenient for him to use a smartphone for a quick order, search for contacts or browse the product catalogue. A convenient and fast mobile site will form a positive experience of interaction with your brand and will encourage repeat visits.
  4. It’s more cost-effective than you think.
    Building a mobile version of your website doesn’t have to be expensive and complicated. There are affordable solutions that allow you to quickly and efficiently adapt your website to any device.

By investing in a mobile version of your website, you are investing in the future of your business. You don’t have to wait for your competitors to beat you to the mobile traffic curve. Make your website user-friendly for all users today!

How do you organise content on your website so that it is interesting and easy to read, but informative at the same time?

This is a question that bothers many website owners. How to find a balance between comprehensive information and comfort for the reader? After all, “sheets” of text do not attract anyone, and too laconic content can be uninformative.

Here are some tips to help you organise content on your website properly:

  1. Structure the text.
  • Break long texts into short paragraphs (3-5 sentences).
  • Use subheadings and lists to visually highlight main thoughts and make it easier to absorb information.
  • Apply visual content (photos, illustrations, videos) to make the text more attractive and understandable.
  1. Write simply and clearly.
  • Avoid professional jargon and complex terms. Write for your target audience, taking into account their level of knowledge and interests.
  • Use the active voice and short sentences.
  • Check the text for grammatical errors.
  1. Focus on what’s important.
  • Identify the key thoughts you want to convey to the reader and expand on them as clearly and concisely as possible.
  • Do not try to “cram” maximum information into one text. It is better to create several thematic pages, where you will cover each topic in more depth.
  1. Use different content formats.
  • Don’t limit yourself to text only. Add videos, infographics, presentations, interactive elements to your site. This will help diversify your content and make it more interesting for different types of users.

Remember that the main task of content on a website is not just to inform, but also to attract and hold the attention of the audience. By following these tips, you will be able to create a website with interesting and understandable content that will bring results.

How does website usability affect its position in Google search engines?

Many people think that all they need to do to rank high in Google is to choose the right keywords and write SEO texts. However, this is only part of success. Website usability plays an equally important role in search engine algorithms, influencing how high your site will appear in search results.

Google strives to provide its users with the most relevant and highest quality results. And one of the key indicators of quality is user satisfaction with the site. If visitors quickly find the information they need, easily navigate the site and take targeted actions (make a purchase, leave a request, subscribe to a newsletter), this is a signal to Google that the site is really useful and meets the expectations of the audience.

Here are some specific examples of how usability affects SEO:

  1. If a user goes to your website from a search engine and immediately closes it, this is a signal to Google that they are not interested in the site. A high bounce rate can negatively affect your site’s position in search. User-friendly design, clear navigation and relevant content will help keep visitors on your site and reduce bounce rate.
  2. The longer users stay on your site, the better it is for SEO. This shows that the site is interesting and useful, and that the content matches the users’ intentions. Engaging content, a well thought-out site structure and easy navigation encourage visitors to spend more time on the site, which will have a positive impact on its ranking.
  3. Page load speed. Slow loading is one of the main factors that annoy users and make them close the site. Google takes page load speed into account when ranking websites. Optimising images, caching data and using fast hosting can help speed up site loading and improve usability.

So, usability is not just a fancy fad, but an important factor in your website’s success in the search engines. By investing in usability, you are investing in SEO and the overall effectiveness of your website.

Can I improve the usability of my website on my own, or is it better to turn to specialists?

This is a question that comes up for many website owners. The answer depends on several factors: your budget, time resources, technical knowledge and the complexity of the site.

Self-improving usability is possible if:

  • You have a small website with a simple structure.
  • You’re willing to spend time learning the basics of usability and analysing the site.
  • You have basic CMS (website content management system) skills.

There are plenty of free tools and materials on the internet to help you do this:

  • Google Analytics: provides data on user behaviour on the site (which pages are most popular, where users leave the site, how long they linger on pages, etc.)..
  • Google Search Console: shows how your site appears in search results and what usability issues it has.
  • Heatmap tools (such as Hotjar or Crazy Egg): visualise user behaviour on a site using heatmaps, which allows you to understand which elements of a site attract the most attention and which are ignored.

However, in some cases it is better to contact usability experts:

  • If you have a large and complex website with lots of pages and features.
  • If you’re planning major changes to your site (such as a redesign or launching new functionality).
  • If you have limited time resources or want the fastest and best possible results.

Usability specialists have the necessary experience and expertise to:

  • Conduct a comprehensive website usability audit.
  • Identify and analyse any usability issues.
  • Develop recommendations to improve the site.
  • Test different solution options and select the most effective ones.

After all, the decision is up to you. Assess your opportunities and risks and determine what would be the best choice for you: to improve the usability of the site yourself or to seek help from professionals.

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