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Web Usability

What is web usability?

Web usability can be explained in terms of how ease it is for visitors to find what they are looking for on your website.

That is to say, it is how well designed and structured a website is, as well as the different elements that compose it, so that the new user can navigate, impulsively among its contents, without problems to locate the information they need.

1. How to improve web usability

For a website to have a good usability, the first thing to do is to put yourself in the visitor’s shoes and try to predict their behavior. This is extremely complicated, because there are many types of visitors, but not impossible.

That is why we offer you a series of essential tips so that, if you comply with them, you can offer a better usability on your website:

  • Simple and clear. Structure the website so that it is easy to use, has a clean design and the different elements work as expected.

Avoid including unnecessary information (filler) to avoid wasting the time of your users, they should not feel lost at any time (the main menu must be accessible at all times).

  • Offer security. It is vital that your site has at least an SSL certificate, real and visible contact details, and information about the website. So that users feel safe during their visit and don’t desist from browsing your website.
  • Relevant and accessible content. The content offered must be useful and, in addition, it must be correctly structured/organized so that users can move intuitively.
  • Full time availability The website must always be available, but all the links should be working as well.

If you want to make sure the pages will always load, you can use caching services such as Cloudflare or any link checking tool.

  • High loading speed. Not only must it be available, it must also offer a fast loading speed so that the user has access to it immediately.
  • Responsive design. It may seem obvious, but it must be adapted to different devices, specially for mobile screens and desktops.

Without it, users will abandon the page almost immediately.

2. Advantages of working with website usability

Good usability is beneficial for both visitors and website owners, and is vital for many businesses.

But above all it should be noted that: Web usability will play a vital role on the time users remain on your site; that in turn will affect the number of leads you could collect.

Let’s list some of the most striking benefits of good web usability:

  • It decreases the bounce rate. Undoubtedly the most direct benefit that is most easily appreciated when web usability is improved. Users spend more time on the website and can move to different pages without any problem.
  • The average time of visits increases. This is linked to a decrease in the bounce rate, since the user feels comfortable and stays longer, even visiting several pages of the same website and consuming more content.
  • It improves the conversion rate. If the navigation is simple and it is combined with the correct use of CTAs, conversions will be significantly improved.
  • It improves SEO. If more visitors get to the website and the loading time is optimized, it will be possible to boost your SEO strategy.
  • Builds loyalty and generates conversation. A customer who feels comfortable on a website is much more likely to return and recommend us, both online and offline.

That could become an excellent catalyst to generate conversation in social networks and receive positive feedbacks.

  • Increased sales. If the usability is good, the conversion rate improves and this directly affects the number of sales (when the goal is to boost sales).
  • It enhances the user experience. When visitors easily obtain what they are looking for, they will leave the website satisfied and could come back, or even keep on browsing other pages on your website.