May 10, 2017

Web Usability and Conversion

Web users expect web pages to be simple. If the pages aren’t simple, users will quickly leave and find another website.

If your website is difficult to use, visitors will leave. If your homepage fails to clearly state what your company offers, potential clients will leave. If users get lost on your website, they will leave. If your website’s information is hard to read or doesn’t answer users’ key questions, visitors will leave.

“Usability really just means that making sure that something works well: that a person of average (or even below average) ability and experience can use the thing – whether it’s a Web site, a fighter jet, or a revolving door – for its intended purpose without getting hopelessly frustrated.”
– Steve Krug

When a website is practically “unusable,” visitors will quickly leave and find another due to the lack of functionality.

A website must be very easy to navigate so the visitor can go from page to page easily. Too many bells and whistles may slow down the site, which can also repel visitors. The website should look nice, but a site which is very fancy may turn off some customers.

Web pages must be carefully designed to allow web users to read content easily and to navigate the website seamlessly through the effective use of color, typography, spacing, navigation, error-handling, etc.

Here are some general guidelines to consider:

  • ✔ The site’s content must be simple to read and understand
  • ✔ Text and typography must be easy, legible and pleasant to read
  • ✔ Web content should be skimmable because web users don’t read a lot
  • ✔ Color contrast should be eye-friendly

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