This document discusses web usability. It begins by defining usability and explaining why it is important, noting that poor usability can cause customers to abandon websites. It then provides statistics showing how much money is lost due to usability issues. Next, it outlines the key components of usability, how to design for good usability, and gives tips and checklists for testing usability. It also has sections focused on mobile web usability and useful links for learning more about the topic. The document aims to educate website owners and developers on best practices for usability.

1. Web Usability
Ivan Dulnyavka
ivand@devcom.com

2. Audience
Website owners
Web developers
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3. Contents
1. What & Why?
2. Statistics
3. Web Usability
4. Mobile Web Usability
5. Useful links
6. Q&A
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4. 1. What & Why?
What is usability?
Usability is the ease of use and learnability
of a human-made object.
Wikipedia
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5. 1. What & Why?
Why it’s so important?
$
Online shops lose ~50% of customers who just cannot
find a product
~40% of customers never visit a website where they
have experienced inconvenience or even frustration.
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6. 1. What & Why?
What can we do?
$
Spending 10% of your development budget on usability
should improve your conversion rate by 83%.
Jakob Nielsen, 2008
Each $1 invested in usability returns $10-100!
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7. 1. What & Why?
$
Website success is:
B=V×C×L
B = amount of business done by the site
V = unique visitors coming to the site
C = conversion rate (the percentage of visitors who become customers)
L = loyalty rate (the degree to which customers return to conduct repeat business)
2000 – 2010 was the conversion decade,
2010 – 2020 will be the loyalty decade.
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8. 2. Statistics
8 Source: Web Designer Online

9. 2. Statistics
9 Source: Web Designer Online

10. 2. Statistics
10 Source: Web Designer Online

11. 2. Statistics
11 Source: Web Designer Online

12. 2. Statistics
12 Source: Web Designer Online

13. 3. Web Usability
What is
usability?
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14. 3. Web Usability
5 Usability Components
1. Learnability
2. Efficiency
3. Memorability
4. Errors
5. Satisfaction
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15. 3. Web Usability
€
Good usability:
• Increased users conversion and loyalty (=sales)
Bad usability:
• If user starts thinking he'll leave the site
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16. 3. Web Usability
How to build
site with good
usability?
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17. 3. Web Usability
Define the target
Who is this for?
Design
Build
Test
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18. 3. Web Usability
25-point Checklist
Accessibility Rating Comments
1. Site load‐time is reasonable
2. Adequate text‐to‐background contrast
3. Font size/spacing is easy to read
4. Flash & add‐ons are used sparingly
5. Images have appropriate ALT tags
6. Site has custom not‐found/404 page
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19. 3. Web Usability
25-point Checklist
Identity
7. Company logo is prominently placed
8. Tagline makes company’s purpose clear
9. Home‐page is digestible in 5 seconds
10. Clear path to company information
11. Clear path to contact information
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20. 3. Web Usability
25-point Checklist
Navigation
12. Main navigation is easily identifiable
13. Navigation labels are clear & concise
14. Number of buttons/links is reasonable
15. Company logo is linked to home‐page
16. Links are consistent & easy to identify
17. Site search is easy to access
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21. 3. Web Usability
25-point Checklist
Content
18. Major headings are clear & descriptive
19. Critical content is above the “fold”
20. Styles & colors are consistent
21. Emphasis (bold, etc.) is used sparingly
22. Ads & pop‐ups are unobtrusive
23. Main copy is concise & explanatory
24. URLs are meaningful & user‐friendly
25. HTML page titles are explanatory
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22. Good
Home page
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23. Bad
Home page
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24. Good
Category
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25. Bad
Category
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26. Good
Product
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27. Bad
Product
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28. Bad
Mixed content
Missing headers
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29. Bad
Overcomplicated
Menu
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30. 3. Web Usability
Need more speed?
Choose image type to use!
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31. 3. Web Usability
If something went wrong...
Don’t do this:
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32. 4. Mobile Web Usability
The basics
• Reduce the amount of content
• Single column layouts work best
• Present that navigation differently
• Minimise text entry
• Decide whether you need more than 1 mobile site
• Design for touchscreen and non-touchscreen users
• Take advantage of inbuilt functionality
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33. 4. Mobile Web Usability
Mobile Web = Small screen
vs
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34. 5. Useful links
• Global mobile statistics 2011
• Jakob Nielsen's Alertbox
• Стив Круг. Веб-дизайн: или `не заставляйте меня думать!`
Don't Make Me Think: A Common Sense Approach to Web Usability
• Якоб Нильсен. Веб-дизайн
Designing Web Usability. The Practice of Simplicity
• 25‐point Website Usability Checklist
• 113 правил Usability
• 22 Essential Tools for Testing Your Website’s Usability
• Google Page Speed Online
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35. 6. Q&A
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36. Contact :
ivand@devcom.com