Usability is evaluated according to five main parameters. It determines how easy it is:
- It’s easy for new users to navigate the site or app.
- 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.
- The user will quickly be able to navigate the site after a while.
- The visitor often makes mistakes when working with the interface and quickly discover the error of their actions.
- 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.