Usability is a quality indicator that determines how easy and convenient it is to use a site or application.

Usability is evaluated according to five main parameters. It determines how easy it is:

  1. It’s easy for new users to navigate the site or app.
  2. It’s easy for a visitor to perform a targeted action – read an article or order a product – and not get confused by the interface.
  3. The user will quickly be able to navigate the site after a while.
  4. The visitor often makes mistakes when working with the interface and quickly discover the error of their actions.
  5. The user is generally satisfied with the resource.

What role does usability play on a website

If the site is uncomfortable, it is difficult to find the necessary information or goods, the visitor will leave such a resource to a competitor. Considering that the main goal of creating websites is to make a profit, it is important for businesses to follow the basic principles of usability.

Working on usability allows you to achieve several goals:

  • Increase conversion rates. Clear structure and navigation have a positive impact on conversion and encourage visitors to perform targeted actions – place an order, fill out a form, call the company.
  • Increase traffic. Users come back and interact more actively with user-friendly sites. If the visitor does not understand the navigation and interface from the first second, he will go where it is easier and clearer.
  • Increase audience loyalty. The site is the face of the company. Many users judge a brand by its website.
  • Improve search engine ranking. Errors in usability lead to high bounce rates and returns to search results. Search engines take these metrics into account when ranking sites. Uncomfortable resources have a harder time making their way to the top of the results, and thus getting traffic from search.