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Want a great website? I bet you do! But do you know the mostimportant aspect of a website? That is its usability andfunctionality. Thus, testing usability of website is a must.
If no one has ever complained about your site, that doesn’tmean that all the visitors of your website are using it efficiently,effectively and to their full satisfaction.
Website visitors would never make an effort to complain,except that you have annoyed them in some manner, or youhave provided them an easy way to get in touch with you fromevery page on which they are facing problems.
On an average, one out of five visitors to a home page of website willleave it, without exploring further!
Precise monitoring and usability testing can actually show you why newvisitors are abandoning your site.
Some of the most common reasons that why new visitors to a webpageor website leave it without exploring further:
a) They don’t understand the subject of website, or they simply decidethat it doesn't include the exact info they are looking for,
b) Website takes too much time to load and eventually they give upwaiting,
c) Your website requires a plug-in, for instance ‘flash’ to use, and usersdon’t have that plugin installed or they simply dislike that plugin,
Keeping the front page updated, so that users keep coming back, even if they do not explore the website any further,
Appling exit pop up ads to attract visitors,
Offering something free or at incentivized price,
Here are some common methods to increase visitor retention:
Usability testing can disclose all types of errors and bugs in yourwebsite.
Let’s take an instance of online shopping cars:
Many studies have revealed that as many as two out of threeshopping carts are discarded, before the checkout.
However, by testing the usability of shopping cart and checkoutsystem, one can easily figure out the reasons behind shopping cartdrop-out and steps that can be implemented to reduce it.
Make the process as simple as possible for users!
If you are delivering a
good user experience toyour website visitors,then this will surelyadd up positivity toyour brand image.
Improving the usabilityof your website is theprimary step towardsenhancing your users'site experience.
Enhancing the brand experience of your visitors:
Some usability glitches that can give users a negative impression of yourbrand involve:
a) Website errors,b) Broken links.c) Clumsy layout,d) Poor grammar,4) Spelling mistake,
The information architecture discipline is primarily focused on developingsystems and websites, which result in two things:
a) Firstly, the visitor getting the required info,
b) Secondly, the visitor having a positive experience,
If your website delivers users with the information they require, and theyhave a good user-experience, then undoubtedly they will come back formore!
Testing usability of your website will also provide you more
insights on how your users think and how they use your website.
Obviously, if you don't understand your audience, how can you provide exactly what they need?
What one individual says can be understood differently by the individual listening. In online era, it can be even worse, tone of voice.
In the same manner, your opinion on how your audience uses your website and what they want from it could be entirely different from what they actually require.
Understand your audience:
If usability testing can enhance your user-retention rate, reduceyour site-abandonment rate and improve your customers' brandexperience, then it is certain that your brand experience, sales andprofits will improve.
You definitely need to adopt the perspective and mindset of apotential buyer, in order to boost up your sales.
To simplify this you can ask a few questions to yourself quickly:
a)Would you want to purchase the products on your website?b)Are the audiences you are targeting the ideal customers foryour product?
Next step would be to figure out:
a) Is the process of finding information on yourproducts easy?
b) Do customers need additional information than youcurrently provide?
The concluding aspect of the process is to seewhether it's easy to buy your products after thecustomer has elected to purchase. Is it clear whereusers should click to start a purchase?
