Your business website is your business card and as such it has to make a good impression. There are a series of tools that allow you to improve your website and increase visits, thus improving your positioning. One of these strategies is web usability and consists of finding out how easy it is for users to navigate and interact with your website.
Why is web usability important?
Web usability is the ease with which people can navigate and interact with a website. In other words, that it is easy to understand how the website works, that they can access all the pages in a simple and intuitive way and, most importantly, that they are able to find what they were looking for.
Digital users are often impatient and may abandon a website if it takes too long to load or if they cannot find what they are looking for. For this reason, one of their priorities is to be able to navigate in a simple way and quickly fulfil the objective they were looking for when they clicked on the site.
The principles of web usability will help you to optimise your website and thus provide the best experience for your users.
6 Keys to improve your web usability
1. Clear identity
It is very important that you are clear from the beginning about the message you want to convey and that it reaches the user in a clear and concise way. The person accessing your website should be able to easily find out who you are and what you are offering.
2. Good accessibility
Good accessibility means that users, regardless of their knowledge, can access and understand the website without problems.
Two other key aspects of accessibility are loading speed and site security. If your website is slow and takes a long time to load, users are more likely to abandon it. On the other hand, if your site appears as “not secure”, your potential customers will not trust to leave their personal data.
3. Easy navigation
Being able to navigate intuitively from the first moment they enter your website is very important for users to feel comfortable exploring and want to come back. A very clear example of smooth navigation is being able to easily access the home page or the previous page.
4. Clean and attractive design
To make users fall in love with your website, it is essential that the design of your website is attractive and intuitive. Having an interface that catches the attention of your target audience and allows them to find what they are looking for easily, will give you a better chance of success.
In addition, having a design based on the philosophy of your business and with which your users can feel identified will help you to create a solid brand identity.
5. Be responsive
Another important point of web usability is to know what type of device users use to access your website.
Nowadays, the computer is no longer the main medium for surfing the internet, and for this reason you must make sure that your website adapts to any type of screen in order to offer the best possible user experience. This web design technique is known as responsive.
When we talk about adapting a website to any type of device, we are talking about the mobile first methodology, which consists of creating a website thinking first of mobile devices and then adapting it to large screens.
6. Encourage interaction
To get the user to interact with your website, and go to the section that brings you conversions, you must guide them through clear and attractive messages, in addition to introducing buttons that call to action or CTA (Call-To-Action).
As you have seen, web usability is key to improve the visibility of your business and the fact of providing a good experience to your users will make them want to come back, thus increasing the chances of sales.