Usability audit

The results that you expect from the implementation of your project will be the higher, the more understandable your website is for users. To form a checklist of "bottlenecks" of your resource and start working on its optimization, you need a usability audit of the site.

Usability analysis is possible both at the stage of creating a web resource, and for those sites that are already working. In the first case, you will be able to use the most successful scenarios of interaction with the target audience from the very first days of the project. The conducted audit will help to improve them, and not to test all the known techniques that UX design is very rich in. In addition, do not forget that a decrease in the bounce rate has a positive effect on website promotion.

Why is website usability analysis performed?

Before we tell you what steps a usability analysis consists of, we will explain how a casual visitor sees your resource.

However, presenting information concisely, but at the same time making it as informative and attractive as possible for the visitor, is far from everything. The user should be comfortable: a clear interface, unobtrusive graphics, the ability to find any options he needs quickly and without thinking (this includes product lists, payment and delivery methods, contact information, etc.).

However, presenting information concisely, but at the same time making it as informative and attractive as possible for the visitor, is far from everything. The user should be comfortable: a clear interface, unobtrusive graphics, the ability to find any options he needs quickly and without thinking (this includes product lists, payment and delivery methods, contact information, etc.).

A site usability audit answers very important questions, including whether the organization of the website elements satisfies the visitor, whether he is comfortable after going to the landing page in the most important first 30 seconds, whether he wants to get acquainted with the catalog in the future, etc.

The importance of the “ease of use” of a resource cannot be underestimated. Imagine that the promotion technologies you use brought 500 visitors to the site, of which 50 found “their” product and placed it in the basket. This is a good result, but only 2-3 customers reached the stage of paying for their purchase. Thus, we have targeted traffic, but due to internal problems of the resource, we lose 95% of sales.

If the owner of the resource does not take any action, then the situation repeats. A potential client who once visited the site and received a negative experience in 80% of cases will not go to it again. Having accumulated negative experience, the company may face a situation where the number of targeted visitors drops to 10 percent or less, and the reason for this is unoptimized usability.

And although the above example may seem exaggerated, such a situation is possible, and the problem with usability is typical to one degree or another for most of the resources currently working.

The commercial effectiveness of a resource depends on many factors. This is not only competent SEO optimization, its position in the issuance of key queries, effective advertising campaigns, but also the ability to convert generated traffic. It depends on the usability of the site, which provides a comfortable solution to the problems of visitors, which in the vast majority of cases leads to the completion of a targeted action.