Until recently, the word usability was just a beautiful and incomprehensible term. And today, more and more website owners realize that a specific and very necessary service is associated with it. There is a misconception that this concept, like many others, came to us from the West.
However, the great Russian language has a very similar word - ergonomics, meaning the comfort of using the object. There is one significant difference between ergonomics and usability. The basis of the first concept is formed by the product and its technical characteristics, the basis of the second - is the user and the process of interaction with him.
Usability – what is it?
Usability - is a qualitative indicator used to evaluate the simplicity, lightness and functionality of a particular product. In relation to the Internet, this term implies psychological and aesthetic convenience when users interact with websites.
The adjective qualitative in this formulation means that the usability of the site is not expressed in quantitative terms, such as cost, clickability or return on investment. In other words, this value does not have an exact value calculated in numbers.
That is, in fact, it is the study and subsequent improvement of the resource, aimed at ensuring a comfortable stay on its pages of visitors and increasing its overall rating.
Errors that negatively affect the popularity of the site
Any advanced Internet user will agree that if a website is beautiful, has elegant lines, a pronounced philosophical concept and fascinating content, but at the same time:
• pages load for more than 5 seconds;
• the navigation menu is illogically organized and located in an inconvenient place;
• ill-conceived design that does not contribute to the correct perception of information;
• a large number of animated advertising banners that cause irritation after 20 seconds.
No one will stay on such a site for more than a minute and will not want to come back again. For the first time on it, the visitor visually scans the page and tries to figure out the navigation for a maximum of 40 seconds. If the attempt fails, it simply goes to other virtual platforms.
What are the goals of the usability of the site?
First of all, usability should increase the popularity of the site and keep visitors on it. Thousands of web-projects are created every day - trendy, convenient, intuitive and easy to use.
And if, already at the initial stage of acquaintance with the resource, visitors encounter any difficulties, then this means that it is completely defeated in the battle to attract the target audience and a high rating.
That is why specialists engaged in improving the convenience of working with the site are primarily obliged to study it through the eyes of the user and make every effort to achieve the following goals:
• efficiency – the interface and tools of the site should contribute to the fastest possible completion of certain tasks;
• satisfaction – the functionality of the resource must fully meet the needs of visitors;
• memorability – a web-project should be original and associated with something pleasant, contribute to the subconscious postponement of it in the visitor's memory.
Why is site usability so important?
It is impossible to overestimate the importance of usability, especially in the field of virtual commerce of any format. This is the ergonomics and comfort of using the resource, which consist of the structure, navigation and appearance of the pages.
The user rating of the site directly depends on its convenience. The behavioral reaction of a person is almost always unambiguous: he does not study the instructions and does not spend time figuring out the functionality of the interface.
Web-projects created or improved with usability in mind are distinguished by a comfortable perception of content and intuitive navigation. The visitor will never get lost on such resources and will find the information necessary for himself in a matter of seconds. After usability, the site becomes a full-fledged and effective advertising tool.
The basic rules of site usability:
1. Easy navigation.
People like clarity and clarity. They are better oriented on pages where the main elements of the resource and the menu are placed in the usual places.
2. Smooth operation.
It is necessary to constantly test the site for internal errors and try to eliminate them quickly. Sometimes even a minor technical malfunction can ruin a website with a beautiful structure and beautiful design.
3. High-quality content.
Interesting, structured, unique and well-written articles supplemented with graphic images – what could be better? At the same time, the content should correspond to the subject of the project, be focused primarily on people, and only then on search engine robots.
4. Thoughtful design.
Visitors do not linger on the pages, for the design of which too fancy fonts, faded and dull colors are used. It is also not recommended to overload the pages with a large number of animated elements (jumping out, floating, falling out). In addition, it should be taken into account that currently most of the visitors (up to 75%) will view the site on small screens of their mobile devices. Therefore, excesses in design will only harm.