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Website Usability
Web Usability and Internet Marketing are inextricably linked. In other words, both elements require the same amount of attention to detail. Web usability relates to how ‘usable' your site is, it certainly doesn't relate to how many pretty colours you can get into an 800x600 browser or even that your site should win a design award!
At the centre of usability are the customers and their experience. It naturally follows that good usability leads to increased sales whether directly or indirectly. For more information on usability and its importance look no further than the leading expert, Jakob Nielsen: http://www.useit.com/alertbox/20030825.html.
Typically a Brookfield Web Usability review will involve the following elements:
The Online Value Proposition (OVP)
The OVP is similar to the Unique Selling Point used in advertising. Ideally when a visitor comes to your site they should immediately know the products and services you offer and your credibility to deliver. Additionally, the OVP should demonstrate how that you are different from your competitors and how you will actually make a difference to your customer's lives.
Web Page Layout
Internet users spend most of their time on other websites. This would suggest that users expect your site to work the same way as all other sites they already know.
Website Navigation
Good website navigation is essential in achieving a high standard of usability. This section will discuss the main components of navigation and how they can be integrated into the website. This will include; global, local, contextual and supplementary navigation.
User Interaction
User interaction can have some overlap with navigational issues which have already been addressed. This section focuses on how the user can interact directly with the website, generating results specific to their desires and expectations of the site. The main objects of relevance here are search and filter systems.
Customer Encouragement
Perhaps more relevant to increasing sales conversion, making your customer feel secure also has an impact on usability. Good usability will directly lead to a good conversion rate.
What are the benefits of good usability?
A well structured, navigable and above all usable Website will lead to the following benefits:
- User Productivity - Usable websites enable users to efficiently achieve their goals, rather than waste time struggling and increasing their level of frustration.
- User Satisfaction - Website users will be more satisfied and positive towards a product/service when it is presented through a logical, well structured website.
- Conversion - If you've spent time and hard work getting visitors to your website then a usable website will improve your sales conversion ratio.