7 criteria to follow when evaluating the usability of a website
Did you know that there are ways to verify that your site works properly and meets users' expectations? Evaluating the usability of a site ensures that customers, when accessing the platform, have the best experience possible, causing them to take actions, such as signing up or actually buying, and feel satisfied.
In addition, testing the usability, especially e-commerce, allows us to better understand which strategies work with your audience and which definitely do not give the expected return. It is also critical to measuring page performance and helping you develop tools that help you navigate, lower costs, and increase conversions.
So, were you interested in learning more about it? Read this article through to the end and find out which are the top seven criteria to evaluate the usability of the site!
1. Bounce rate
The bounce rate, also known as a bounce rate, is the number that reflects the number of customers who performed a single share or purchase on the site and did not return the visit. The number is obtained by summing the total customers of e-commerce by subtracting the customers who did not return.
When the difference is a high number, it may be indicating that something is not going well, such as marketing strategies are not enough or the site itself has experienced some instability. For this reason, it is critical to know what is causing the high bounce rates and to identify different ways to retain customers.
Responsiveness relates to the ability of the website to adapt to the most diverse screens, as more and more people use devices other than the computer to access content on the internet and make virtual purchases. This means that one of the usability criteria of a website is to be able to be accessed by smartphones, notebook computers, smart TVs and even multimedia centers in automobiles.
Another important factor linked to this criterion is that Internet browsers, and among them Google, when accessed by mobile devices, prioritize, in organic searches, the sites that have this mobile version, since they display content without loss of quality. That is, it allows pleasant navigation to the client and improves the ranking in the organic searches, which are the main source of access to e-commerce.
Speaking also of organic searches, one of the main criteria to evaluate the usability of your e-commerce is if it uses SEO (Search Engine Optimization) strategies, which means "search engine optimization".
SEO is a set of strategies that, in the long run, shows positive results in terms of a number of hits and conversions. This strategy works on three crucial points: content, the relevance of the information to users and potential clients in technology.
If this criterion is not being well worked out on your site, possibly its usability may not be meeting your expectations. To improve this point, try to understand the problems (or pains) of customers and offer content that can heal them. In addition, seek to gain authority within your industry and choose a virtual platform that offers a good user experience.
4. Concise content
To provide useful information to your audience it is important to invest in content marketing, which, as in advance, is also one of the SEO strategies. The idea here is to produce relevant content and become an authority to the target audience of the company.
Unlike traditional marketing, which relies on direct strategies for sales of products or ideas, the purpose of this type of action is to help a prospective customer find the solution to their problem by establishing a relationship of trust with the brand. So when it's time to get a product, he'll probably turn to the company that has already helped him with the information.
In content marketing, there is the so-called sales funnel, which covers the stages of attraction (when the client learns and discovers about the problem), consideration (in which he acknowledges the problem and considers the solution), and decision (when he makes the decision to that will solve the problem).
Therefore, if e-commerce intends to offer a good user experience, it is necessary to offer the content at the right time and time according to each stage of e-commerce. Remember that to be really effective, the content needs to cover the whole universe of the purchase.
5. Visible Contact Information
So far, we have seen some criteria that are directly related to the volume of accesses and ranking factors in organic searches. However, it is important to emphasize that it is not very effective to invest in the best strategies of disclosure when the customer simply gives up a purchase for not having contact information
This is important because, several times, he would like to take some questions or even make a complaint and access is made impossible by the lack of an email or phone number.
There are cases where information exists, but it is such a hand positioned that the customer simply does not see it, which demonstrates a serious layout problem, which is the next criterion in that list.
The layout is also one of the criteria that can help or end the usability of a website. This is because poorly positioned elements, colors that do not match the brand or information in hard to reach places can sometimes alienate the user from your online store.
Therefore, it is very important to use tools that map user behavior online because they can identify where the site received the most clicks, when the user left the page and where he spent most of the time. With this data, you can test functionality and identify the best strategy for your site.
Finally, another great success of a site with respect to usability is to bet on the interaction with users. For this, you can bet on chatbots, which are automated interaction channels that address customer doubts. Having a team available to offer personalized service in case of doubts and complaints is also a key strategy for the customer to feel heard and trust the site.
It is very important to keep in mind all these criteria to evaluate the usability of a website. They are important to ensure that you have the expected result and stand out from the competition. If in doubt, there are specialized companies that offer software that is able to test each of these variables and provide a detailed report of your situation. It is worth taking a look!
So, did you like this content? How about knowing a little more about it? So read our article on how your e-commerce performance impacts conversions!