A lot of companies lose their customers in spite of informative content and eye-catching design. It concerns online stores and other sites with a certain range of competitiveness. The reason is quite simple: the site structure is inconvenient and (or) complicated. If the customers feel uneasy, they will sooner or later opt for another company with better website usability. The final goal of any commercial website is selling goods and services. In this case the problem of website usability is of highest importance. It makes no difference for a customer which programs and design techniques you applied in the website development process but the website should be clear, understandable, easy, interesting and comfortable. In this case they’ll most probably turn from visitors into customers.
Bad website can’t be successful – it can be even harmful for your company’s reputation.
Website usability is an important element in web design and development. It allows you to increase target traffic and convert it into contacts, orders and sales. It enhances brand profile and customer’s loyalty towards it. Usability testing allows understanding the visitor’s behavior, analyzing the problems of site functioning.
Improvement of usability allows you to correct mistakes that were done in the process of website development. The most common problem that website developers face is inability to look at the site through customer’s eyes.
The website navigation should be:
• “friendly” towards users;
• easy to understand and use;
• text should be clearly organized.
Let’s now discuss the case study where you will immediately recognize yourself. Remember yourself browsing through numerous websites in search of something particular? So, what I am driving at is the criterion which determines whether you go on browsing through the site or leave it right away. This criterion is usability, not design or something else. How is it possible to find what you need when the site lacks usability and you can’t figure out what is what? Of course there is such a chance but it will cost you much efforts and patience. Personally I can’t stand it when I find myself browsing through a poorly usable site. Then I just can’t wait till I find something different. So do all your website visitors should they find it not usable and understandable enough.
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