Promotion of a resource usually takes a lot of time. This is due to the fact that it has many steps that must be taken into account and followed carefully. If any of the optimization stages is missed, you can not even dream of the success of website promotion.
Optimization
Each specialist independently distributes the stages of promotion for a particular site. Much may depend on the budget, technical capabilities and subject matter of the resource. But one way or another, optimization goes along the same path.
You as an optimizer need to work on:
- analysis of competitor websites;
- structure formation;
- gathering the semantic core;
- internal optimization;
- linking;
- content;
- crawl budget;
- usability;
- external optimization;
- conversion.
As you can see, usability is not in the first place in this case, however, this stage remains important, as it plays a key role in creating a first impression.
Appearance
Web site usability -these are the qualitative characteristics of the resource and its convenience. In simple words, this is everything that a visitor sees when opening a web page. This includes proper menu layout, work on colors, use of graphic and animation elements, etc.
In this case, it should be taken into account that examples of site usability may differ, since a lot depends on the subject of the resource and its type. For example, if this is a site for children with games and entertainment, then you need to use bright colors, large letters, animations, etc., which can interest and attract the attention of the child.
If we are talking about a website for a government organization, then nothing like this should be here. Colors should be solid and restrained, elements should be in place, and information should be presented concisely and clearly.
Main parameters
To prove that website usability is an important component of optimization, you need to consider the main parameters of this process. These include work on:
- orientation;
- efficiency;
- memorability;
- mistakes;
- satisfaction.
Although many experts will tell you that the main parameter of usability is usefulness. To some extent this is true, but the concept of “benefit” can be blurred in the context of creating a web page, so it is better to supplement it with the components described above. In this way, it will be possible to create a real picture of the scope of work that needs to be covered in the process of improving usability.
Orientation
This is an important usability parameter, because the user's comfortable work with the site depends on it. For example, when a visitor enters a web page, it must display correctly. It does not matter what device he uses for this - a TV, smartphone, computer or tablet. It is also extremely important that when studying the content, it does not interfere with pop-up elements that can cover half of the text, advertising or registration forms.
Efficiency
This is a rather subjective parameter, since it is responsible for the usability of the interface. Some visitors may rate this feature positively, while others will resent missing or redundant items.
However, it is important that the visitor can always quickly find the section he needs and "travel" through the site without any problems. At the same time, it is better if nothing distracts him.
Memorability
This is also a subjective parameter that can affect everyone in their own way. However, you will have to work on it to be competitive. Memorability works as follows: the visitor should easily navigate the site, even if he has not visited it for a long time. At the same time, it is better if you work on memorable elements: a special combination of colors, a beautiful and catchy logo, as well as a name.
Mistakes
Of course, in the early stages of errors in the usability of the site - this is normal practice. Follow everythingwill not be easy, especially if it is a multi-faceted resource with a large number of pages. To avoid any problems, you will have to think about eliminating any errors. It is extremely important that the visitor can navigate the resource without interruption.
Satisfaction
Another subjective parameter of usability. It is most difficult to work on it at the first stages, while the target audience has not been fully studied. You will have to work on satisfaction for several months to really bring it to the ideal. It is extremely important that the user after visiting the site be completely satisfied with all its components: content, design, navigation, display and speed.
Utility
This is a key parameter by which you can really understand the potential and future of the project. It should be paired with usability and be a guideline for determining usability. It is important that two conditions are met:
- The resource matched the visitor's request. To do this, everything must be done to maximize the relevance of the content. Do not artificially increase traffic by deceiving people.
- A calm interface will help the visitor to concentrate on finding the right information and will not distract him from the target action.
Important role
Website usability is an important optimization process. It, like content, affects the conversion. Now it has become especially relevant, since it is largely associated with incredible competition. Now the resource should bring not onlybenefit, but also aesthetic pleasure and, of course, convenience.
If the site is slow or gives errors, if it has a lot of annoying, aggressive ads or difficult navigation - the user will simply leave. And you have 5 seconds to attract attention. If the client cannot find what he needs during this time, he will leave the web page.
Analysis
Now it's worth moving on to an equally important process in website usability - analysis. If you know how this parameter works in relation to optimization, then you should understand how important it is to constantly check user behavior. To do this, you need to periodically audit the resource.
During usability analysis, check:
- main page;
- navigation;
- structuring the menu by key queries;
- scroll map;
- cart;
- feedback.
Of course, you will also need to check user behavior in Google Analytics to determine if there are any problems with the orientation or operation of the site on another device.
Main page
A site's usability assessment always starts with the main page. This is what the visitor encounters when opening the resource for the first time. The main screen helps him understand if he has found what he needs, whether it is worth staying on this page.
What needs to be done? It is best to place images of the services or products that you provide on the main page. It is worth bypassing the dynamicelements in the header. It is also important not to forget about contact information and shopping cart.
Navigation
The site usability analysis example leads us to the navigation test. It should be extremely simple and understandable. All sections and subsections must correspond to the description. It is best if there is only one navigation block in the structure so that the visitor's attention is not scattered. So you shouldn't add extra menus to the page, which, in fact, are of no interest to anyone.
Menu structuring by keywords
This is an important point in the audit and in the work on usability in general. After you collect the semantic core, you will need to properly distribute it. Some keywords will have to appear in the title of the menu sections. Remember, if you're selling children's toys and you know that dolls are searched for more than cars, then they should be higher on the menu.
Also, we should not forget about the "breadcrumbs" that help the visitor understand which subsection of the section he is in. Thanks to them, navigation becomes much easier.
Scroll map
This is a web analytics system that helps to check user behavior on the page. It shows information about which part of the page they linger on most, which buttons they click on, and which elements they look at. Thus, you can find those sections or blocks that are of no interest to anyone at all. It is better to remove them so as not to clutter up the space.
Basket
This is an important element of online shopping. It is important to be ableadd and remove items from the cart. It is better if the total amount of the order and the quantity of products are indicated. It is also necessary to put one button to complete the purchase, so as not to confuse the visitor.
Feedback
The feedback form should be and should work well. It's best not to use the outdated phrase "Send us a question." It is important to interest the client so that he wants to know about the product, additional services or promotions. To fill out the form, a name and a phone number are enough so that employees can contact potential buyers, all other information is often superfluous.
Best Usability Sites
Usability is a headache for many website owners these days. People are trying to work on this issue, so there are really a lot of quality resources. Large popular portals that are known all over the world are functioning especially well.
For example, Amazon does an excellent job of accessibility. This is a popular sales service that has a lot of advantages:
- optimization for computers and smartphones;
- adaptation to different screen resolutions;
- special application for phones.
There are many examples of sites with good usability, but the interesting thing is that they all have different interfaces and themes. Therefore, it is not easy to find the same features in them. For example, the Apple resource can be considered the most convenient:
- concise and simple appearance;
- simple and clear navigation;
- clear design that doesn'tdistracts.
It is important that the site is easy to learn. No user will read the instructions for using the menu or spend hours looking for the desired section. A good example of a simple resource is the Microsoft website:
- visible logo and search box;
- main navigation menu;
- expanded menu hidden with one button;
- having a list of social networks and all products.
It is also vital that the resource looks authentic, so it is better to provide accurate statistics on the number of employees, brands, clients, patents and everything that is possible, as is done on the L’Oreal website.
And the Nike resource development team did a great job on relevance. Therefore, on the main page there are photos of sports guys. Moreover, they are often the same age as those who are really interested in the brand.
