How Usability can Improve your Website Juliet Richardson - Head of Usability
Measuring online success Conversion / Revenue Engagement / Loyalty Education / Information Online self-service How can usability help?In order to measure improvement, we need to ﬁrst deﬁne the measures of success. This willvary depending on the type of website, but there will always be some clear key onlineperformance indicators for your organisation.
Quick Appropriate Easy to Use Success Online Trustworthy Killer ContentThere are ﬁve key aspects to get right to achieve success online and improve KPIs. These arevalid whatever the type of website, whether e-commerce, informational, charity or other.
Quick 2.5 minutes 6.5 minutes (actually 15 steps) People often multi-task while online It needs to be quick or they will give up!Ensuring that things can be done quickly doesn’t just apply to online transactions, but to anygoal that a visitor to your site may have.
Easy to Use Don’t make your customers think! Make it into an exam and they’ll go elsewhereThere are lots of books, websites and patterns to follow to make sure your site is usable andto help you avoid the worst mistakes. Easy to use does not just refer to form design, but toall aspects of your site, such as using labels in the navigation that are easy to understand andcontent that is easy to read.
Killer Content You need to keep your customers coming back Great products, services or information that they can’t get elsewhereThis one speaks for itself - if you don’t have great, unique content, why would people visityour site or bother to come back? Content can be information, products, reviews,recommendations, etc, etc.
TrustworthyThis is the page for entering credit card details during B&Q’s checkout. They have not reallythought about what will make people feel conﬁdent about ﬁlling in this form. For example, itis very hard to ﬁnd the total amount and there is no breakdown to show how much of this isthe delivery charge. Other essential information such as how to return an item is missing.
TrustworthyNew Look have provided lots of reassuring details throughout checkout, such as a helpline,the items in the basket, the amount being paid, information about returns and so on.
Trustworthy Even the big names are getting this wrong People will abandon shopping because of trust issues - Not being able to ﬁnd customer support - Being forced to register - Credit card security concernsTrust is a really essential aspect of site design. It’s all about knowing your audience and whatwill help to make them feel safe and conﬁdent. Again, although the example shown is e-commerce, trust is an important aspect of any site - for example, if you’re providinginformation, people need to know that it’s up-to-date and from a trusted source.
AppropriateLots of people love Apple’s design, but it’s all about being appropriate for the audience.
AppropriateWiltshire Farm Foods has lots of design features that will appeal to their audience (olderpeople), such as the large basket, the “how to” guide and the “scroll for more” button.
AppropriateThis design for National Autistic Society is based on research into one of their key audiencegroups - people on the autistic spectrum. Providing lots of information in a straightforwardand predictable layout will support this audience.
Appropriate A matter of opinion (your audience’s opinion!) Helps build engagementDesign is about providing an appropriate design for your audience, not just something thatyou think looks “cool”.
QuickAppropriate Easy to Use Success Online Trustworthy Killer Content
It’s not easy Following the “rules” only gets you so far Analytics isn’t the whole picture Design isn’t everythingIt’s obviously not easy to achieve success online - lots of people are failing...Analytics only tells you what people are doing, not why. If you don’t know the reasons whypeople are coming and what they want to achieve, it’s hard to interpret the data.
How usability helps User research: Get to know your audience Appropriate Killer Content Trustworthy Usability testing: See what is and isn’t working Quick Easy to Use Appropriate83% increase in KPIs on average** Jakob Nielsen, 2008 (http://www.useit.com/alertbox/roi.html)
Understanding your audience Who they are - not who you think they are - Their goals - Their expectations - Their likes and dislikes - Their behaviour - Their environmentDeveloping a good understanding of your audience segments will help you prioritise theirdifferent needs and ensure that each type of visitor can easily achieve their own personalgoals.
Usability testing See how people use your site in a controlled setting - Identify issues - Explore solutions - Observe real behaviour - Benchmark User Experience View an example clip...