As time progresses, so does the need for advanced-level usability. For those who are unaware, usability is a way to assess the ease visitors experience while navigating throughout your website. There is an overwhelming truth when it comes to dealing with visitors: the more difficult your website is to utilize, the greater your exit rate will be. Website usability doesn’t only discuss the importance of the actual layout and design of your website, but also the content within its pages. Should a user feel they aren’t receiving the answers to their questions, they’ll leave. If users feel as if they’re lost within a maze of pages, then they’ll leave. Can you see a pattern? Basically, if the website fails to organically inform users how to operate within and throughout its pages, your visitor engagement will fail.
The Importance of Website Usability
Regardless of the purpose and size of your website, you must actively focus on fine-tuning your website usability. The importance of website usability only increases as your website grows and evolves. Therefore, to solidify your success and retain your visitors, you must learn why usability is so important.
There’s a universal law when it comes to e-commerce websites. If the visitor is unable to locate a product, they won’t be able to buy the product. If this happens to enough visitors, your website will gain a reputation for being confusing and even lacking in customer support. Even if your website doesn’t sell a product or service, ineffective usability designs will ultimately hurt your reputation.
The heart and soul of website usability comes down to its design and content layout. Many people feel that the usability is based in the actual structure of a website. While they aren’t completely wrong, if your content isn’t laid out in a cohesive and appropriate manner, then you’ll quickly find yourself with a low user engagement. Therefore, in order to fully maximize user engagement via usability, you must attack this topic from multiple angles.
As a general rule of thumb, if a visitor who comes to your website for the first time can’t figure out how to navigate to your most important pages within a matter of seconds, you’ve failed to accomplish the goal of effective usability. The goal is to allow people who’ve never seen your website the ability to easily and organically navigate to the pages they want to see. The only way to accomplish this goal is to spend a significant amount of time during web development looking at your site layout and determining how you can streamline pages and navigation so user interaction become intuitive, not learned.