Website usability best practices a marketing perspective
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USABILITY: Wikipedia definition: A term used to denote the ease with which people can employ a particular tool ...
USABILITY: Wikipedia definition: A term used to denote the ease with which people can employ a particular tool
Providing people an easy to use service for a need
The user should know exactly where she is, and should know fairly well what’s next
For an application site, giving access to start of all use-cases is critical
Be available to help users (just like in a real world store, office)
Allow users to easily recover from mistakes
Make it easy to recover from system failures
The ultimate in giving control to the user!
Gives the user higher sense of control
Remember what the user did last, and if appropriate, start from there – logins, passwords, recent searches, recent transactions, etc.
Make things look as you want users to interact with them (affordance)
If an interaction has been made simple, check if you can make it simpler!
Focusing on Usability is no different than focusing on Customer Experience!
And marketers ARE focused on Customer Experience
It is just that Customer Experience in context of web applications has become a specialized science, and Marketers need to focus on it
Usability of your systems can increase ROI. Some examples:
“We want to increase the registration rate on our site from the current 3%, to 5% or above.” [Web2.0 Photo Application Site]
“The average time it takes our customer service representative (CSR) to service a customer is about 8 minutes. We wish to reduce this to 6.5 minutes.” [Banking Firm]
“The average time a customer stands in the queue to transact is about 4 minutes. We wish to reduce it to sub 3 minutes.” [Library]
Is the end-to-end process usable?
Are the different touch points usable?
Lead form fill-up
Call-back, calling process
Is the customer happy with the product?
Do more in less time
Explore more things that you have on offer
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