Usability is becoming increasingly important as organizations compete in ever-changing online markets. It's an umbrella term for the productivity, or ease of use, usefulness, and functionality of your website. The better your website scores on these three factors, the better the user experience. So what does this mean exactly? It's simpel: meeting your users' expectations and making their search as easy as possible.
Now, what are possible usability issues that lead to a poor user experience?
- bug problems or errors,
- a too complex structure and information architecture,
- too much ballast for a visitor to complete a task,
- Text that looks clickable but doesn’t contain a hyperlink,
- no logical setup when filling out a form, setting up your navigation, for example....
If your website does not meet your customer's expectations, they will look for another site that does address their needs. This is why a usable website is so important. There are five factors that show usability is critical to the success of your business:
- A usable website focuses on a user-centered approach, hugely important nowadays.
- The more usable your website, the more attractive it is for visitors to stay on your website and thus the lower your bounce rate.
- Your user achieves his goal efficiently and is satisfied with the search process. He does not feel that he has "lost time”.
- A usable website has a (in)direct positive effect on your visitor's purchase intent.
- 'Simplicity' is the golden rule of achieving a usable website. Convenience and saving time are two critical factors that contribute to optimal usability.
So the factors above have an impact on your ROI. The better the user experience, the more loyal your visitors. It is therefore in your best interest to meet these expectations and optimize your user experience. But how do you do this exactly?