What is website usability?

Usability is often seen as a necessary evil when it comes to making a website. You have to consider how easy it is to use the site, how the content relates to the user, and how the site encourages or discourages certain behaviors. While there is some truth to this, you should also be aware of how your design decisions influence the usability of the site. Poor user experience can diminish engagement and turnover, hurting your business. The good news is there are simple ways to improve the usability of your site, without having to resort to heavy-handed ‘design changes.’

Make Sure Your Website is Usable On Mobile Devices

Even if you’re a fan of clean lines and bright hues, your website probably wasn’t created with mobile devices in mind. The key performance metrics for most websites don’t translate well to small screens; there’s just too much content for the user to efficiently scan. The good news is there are ways to make sure your site is accessible on any device.

One of the simplest ways to improve the usability of your site on mobile devices is to ensure that all the text is easily scannable. Long paragraphs and complicated sentences are the biggest turnoffs on mobile. Short, sweet, and to the point are the way to go.

Another important factor is how a website renders on a mobile device. The whole point of a mobile-friendly website is to make sure that it looks good on a small screen. If you have several different platforms (such as iOS, Android, and Windows) in mind when you’re designing the site, make sure that each device renders the site appropriately.

Pay Attention To Functionality

The structure of a website is only one aspect of its usability. Even more important is how the site functions. Does it work smoothly and do the tasks you expect it to do? If not, it’s probably not usable and may even be a pain point for your customers. This is why paying attention to functionality is so critical; it will make a huge difference in the overall usability of your site. The more you work on this aspect, the more you will see your customers enjoying the experience and being happy that they picked your product/service.

Consider Your Audience

Depending on how experienced your target audience is with using technology and websites, you should consider how much direction you provide. For example, if you’re designing a site for a more tech-savvy audience, you may want to provide more direction about which technology to use and how to use it. They may also have different expectations about what a website should look like and how it should function. To ensure that your site is usable by everyone, be sure to test-drive the site with the people that you plan on using it for.

Create A Sense Of Confidence

Users should not only be able to use your site but also feel comfortable doing so. If your customers have a difficult time figuring out how to use your site, it may be a sign that you’re doing something wrong. Even if they can find what they’re looking for, your site may not possess the right vibe. This is why creating a sense of confidence is so important. When a user feels confident using a site, they will be more likely to engage with it and explore its contents. If you’re seeking to grow your email list or capture new visitors, creating a sense of confidence is key.

Be Careful With The Way You Present Your Product

Even if you’re not selling products directly from your website, you’re probably aware that most businesses use a service like Google Ads to promote their products. While there is nothing inherently wrong with online marketing, you should be careful about the way you use it. Designing a killer website is only the first step in the process; you also need to be mindful about how you present your product in order to capture the attention of your audience. A simple and effective way to do this is by means of a landing page. A landing page is simply a single webpage that you design with the express purpose of convincing someone to take a particular action, subscribe to your newsletter, or buy your product. Designing a landing page is very easy; just keep in mind that you only have a few seconds to convince the visitor to take the desired action.

Keep It Simple

Keeping things simple is always a good idea; after all, simpler usually means better. We all love a good deal, but sometimes simplicity can also mean increased functionality. The key to keeping things simple and effective is by means of less clutter and more focus on the basics. Keep your interface clean and uncluttered, and organize your content into simple and easy-to-follow structures.

Make Sure Everything Is Searchable

Since your site is going to be online, it’s going to be searchable. Designing a site that is easily searchable is very easy; just remember to include the right keywords in the content throughout the site. Be sure to use these keywords as much as possible while also including them in the most relevant places.

Avoid Redundancy

While it’s always tempting to include a bunch of copy about your product in order to make sure that the user knows everything they need to know, this rarely works out well for a business. If there is one thing that the Internet hates, it’s redundancy. Your site will lose credibility if the user is constantly bombarded with information. If you’re seeking to educate the user about your product or service, consider breaking down complex information into easily digestible chunks.

Create An Overview Of Your Product

Even if you’re not seeking to sell a product directly from your site, you can still promote other companies’ products using affiliate marketing. One of the simplest and most effective ways to do this is by means of an overview page. An overview page is simply a quick summary of your product, usually containing marketing words as well as some technical information. Usually, these pages are not meant to replace the product itself; they are simply a guide to introduce potential customers to the key features of the product.

The main goal of an overview page is to give the user a good sense of what they’re getting into. If they’re not sure about the technology, the benefits, or how to use the product, an overview page is a good place to learn more. Just bear in mind that if you’re seeking to educate the user, you should only include enough information to make an informed decision.

Use Short And Sweet Headings

For those seeking to educate the user, you should include short and sweet headings. Users are less likely to read lengthy text messages, so if you want them to take action, you need to keep the copy concise and engaging. Even better, you should include videos and infographics in addition to text.

Avoid Fancy Graphics

When we think about improving the usability of a website, the first thing that usually comes to mind is the design. After all, a well-designed website will usually make a big difference. While it’s important to have a nice-looking website, it’s also important to keep in mind that it doesn’t necessarily have to be flashy to be usable. Designing a site that is functional and easy to navigate is usually more important than using fancy design elements.

Add A Smile Or Two

When someone spends time on your site, whether it’s marketing material or a simple vacation brochure, you should add a smile or two. As humans, we respond better to visual stimuli, so adding a little bit of humor can go a long way. This doesn’t mean you have to put a funny or entertaining element on your site, but it can certainly help.

Even better, adding a little bit of fun can also make your content more memorable. If a reader finds something valuable on your site, but would normally forget about it after a few days, adding a funny or entertaining story can help them retain the information. Designing a site that is both effective and fun is often quite the accomplishment.

Be Careful With The Meta Data You Include

The meta data that you include on a website can have a significant impact on the user experience. Designing a site with well-chosen keywords and meta descriptions is often the key to having your site show up in relevant searches. These are the tiny bits of data (generally 1-3 sentences) that appear at the top of a webpage to describe the contents. Your meta data should match the keywords that you choose for your content; if not, your site may not appear as relevant in a search engine.

Choosing the right meta data is not an easy task, and it can take a lot of testing to find the right keywords. The meta data on your site should match the content; if not, you may end up with a bad user experience.