Resource promotion usually takes a lot of time. This is due to the fact that it has many stages that must be taken into account and carefully performed. If any of the optimization steps is missed, you can’t even dream about 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 sites;
- structure formation;
- collection of semantic core;
- internal optimization;
- linking;
- content
- crawling budget;
- usability;
- external optimization;
- conversion.
As you can see, usability is not in the first place in this case, nevertheless, this stage remains important because it plays a key role in creating the first impression.
Appearance
The usability of the site is the qualitative characteristics of the resource and its convenience. In simple words, this is all that a visitor sees when opening a web page. This includes the correct location of the menu, work on the color scheme, the use of graphic and animation elements, etc.
In this case, it is worth considering 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, capital letters, animations, etc. that can interest and attract the attention of the child.
If we are talking about a site for a government organization, then nothing like this should be here. Colors should be monophonic and restrained, elements must be in place, and information must be presented concisely and clearly.
main parameters
To prove that site usability is an important component of optimization, you need to consider the main parameters of this process. These include work on:
- orientation;
- effectiveness;
- memorability;
- Errors
- satisfaction.
Although many experts will tell you that usability is the main parameter of usability. 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 above components. Thus, it will be possible to create a real picture of the front of work that needs to be covered in the process of improving usability.
Orientation
This is an important usability parameter, because the comfortable work of the user with the site depends on it. For example, when a visitor visits a web page, it should display correctly. It doesn’t matter which device he uses for this - a TV, smartphone, computer or tablet. It is also extremely important that when exploring the content it does not interfere with pop-up elements that can close half of the text, advertising or registration forms.
Efficiency
This is a rather subjective parameter, as it is responsible for the convenience of using the interface. Some visitors may rate this feature positively, while others will resent the missing or redundant items.
Nevertheless, it is important that the visitor can always quickly find the section he needs and “travel” the site without any problems. It’s better if nothing distracts him.
Memorability
This is also a subjective parameter that can affect each in its own way. Nevertheless, you will have to work on it in order 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. It’s 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 first stages of a site’s usability error, this is normal practice. Keeping track of everything will not be easy, especially if it is a multifaceted resource with a large number of pages. So that there are no problems, you have to think about eliminating any errors. It is imperative that the visitor can navigate the resource without interruption.
Satisfaction
Another subjective parameter of usability. It is most difficult to work on it in the early stages, while the target audience has not been fully studied. Satisfaction will have to work for several months to really bring it to the ideal. It is imperative 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 the guideline for determining practicality. It is important that two conditions are met:
- The resource matched the visitor’s request. To do this, everything must be done so that the relevance of the content is maximum. Do not increase traffic by artificial means, deceiving people.
- The calm interface will help the visitor to concentrate on finding the necessary information and will not distract him from the targeted actions.
Important role
Website usability is an important optimization process. It, like content, affects conversion. Now it has become especially relevant, as it is largely associated with incredible competition. Now the resource should bring not only benefits, but also aesthetic pleasure and, of course, convenience.
If the site is slow or gives errors, if it has a lot of annoying, aggressive advertising or complicated 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 the site’s usability - analysis. If you know the operating principles of this parameter with respect 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, you must verify:
- Homepage
- navigation
- menu structuring by key queries;
- scrolling map;
- basket;
- feedback.
Of course, it will also be necessary 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.
Home page
The usability assessment of a site always starts from the main page. This is what a visitor encounters when opening a resource for the first time. The main screen helps him to understand if he has found what he needs, whether to stay on this page.
What should be done? It is best to place images on the home page of the services or products that you provide. You should bypass the dynamic elements in the header. It is also important not to forget about the contact information and the basket.
Navigation
An example of site usability analysis leads us to test navigation. It should be extremely simple and understandable. All sections and subsections must comply with the description. It is best if there is only one navigation unit in the structure so that the visitor’s attention is not scattered. So do not add extra menus to the page, which, in fact, are of no interest to anyone.
Structuring the menu by key queries
This is an important point in auditing and in working on usability in principle. After you assemble the semantic core, you will need to correctly distribute it. Some keywords will appear in the title of the menu sections. Remember that if you sell children's toys and know that dolls are searched more often than cars, then they should be higher in the menu.
Also, one should not forget about “bread crumbs”, which help the visitor to understand in which subsection of the section he is. Thanks to them, navigation becomes much easier.
Scrolling map
This is a web analytics system that helps to check the behavior of the user on the page. It shows information about on which part of the page they are more often delayed, on which buttons click and which elements are considered. Thus, you can find those sections or blocks that are generally not interesting to anyone. They are best removed so as not to clutter up the space.
Basket
This is an important element of online stores. It is important that there is the ability to add and remove goods from the basket. 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 make a purchase so as not to confuse the visitor.
Feedback
The feedback form should and should work well. It’s better 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 unnecessary.
Top Usability Sites
Usability today is a headache for many site owners. People try to work on this issue, so there are really a lot of quality resources. Especially well-functioning large popular portals, which are known around the world.
For example, copes with the availability of Amazon. This is a popular sales service that has many 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 a different interface and theme. Therefore, it is not easy to find the same features in them. For example, the most convenient resource can be considered Apple:
- concise and simple appearance;
- simple and clear navigation;
- clear design that does not distract attention.
It is important that the site was easy to learn. No user will read the instructions for using the menu or spend hours searching for the desired section. A good example of a simple resource is the Microsoft website:
- Visible logo and search box
- main navigation menu;
- the extended menu is hidden with one button;
- availability of a list of social networks and all products.
It is also extremely important that the resource looks reliable, therefore it is better to provide accurate statistics on the number of employees, brands, customers, patents and everything that is possible, as is done on the L'Oreal website.
And on relevance, the resource team for Nike did a great job. Therefore, on the main page there are photos of sports guys. And often these are the same age as those who are really interested in the brand.