Why Is Website Usability Important? (And How To Improve Yours)
Have you ever visited a website and found it almost impossible to find your way around?
If the answer is yes, you were probably left confused, frustrated, and rushing to another website that provided what you needed.
Well, this is because the site in question had poor web usability. This is a term we use to describe the user-friendliness of a website. In other words, how easy it is for visitors to find their way around the site.
Many factors determine a website's user-friendliness, and understanding each is important for improving your own website's usability.
In this blog, we've shared the main reasons why usability is so important. You'll also find a list of steps to improve your website's usability and boost your small business's online presence.
Let's dive in!
Why Is Website Usability Important?
Here are three reasons why website usability is important.
1. Creates A Good First Impression
First impressions matter, and your website's user-friendliness is the first thing potential customers will notice when they visit it.
When users click on your website and find it easy to navigate to the information they need, they'll be happy to continue browsing.
But a website with a confusing layout, too much text, or no straightforward user journey makes a bad first impression.
With a wealth of online information, your potential clients will have no second thoughts about hitting the back button and visiting one of your competitor's websites instead.
2. Improves Conversions (Leads)
Conversions play a key role in the success of your small business. A conversion is when a website visitor completes the action you want them to - so, most likely, they give you a call or fill in your contact form.
Good conversion rates equal more sales and revenue, while poor conversion rates mean your business may be in trouble for securing future customers.
Fortunately, a user-friendly website provides a positive experience that encourages visitors to convert.
From streamlining the contact process to making it easy for site visitors to find what they're looking for, usability plays a big part in the conversions your website receives.
3. It Keeps People On Your Website Longer
Getting users to increase the length of time they spend on your website has many great benefits.
Besides the fact that longer user sessions lead to more conversions, they also improve your site's SEO rating and can increase the rate of repeat visits.
You can encourage people to spend more time on your site by:
- Reducing your page loading time
- Optimizing for mobile
- Ensuring content is easy to scan and skim
- Including relevant, engaging videos
- Including reviews and customer testimonials
- Include clear call to actions (CTAs)
- Carry out user research
- Have a great blog that’s updated regularly
Common Website Usability Issues
As we know, websites that are difficult to use scare potential clients away. But what does a website usability issue even look like?
Common website usability issues that we see regularly include:
- The website not working on mobile devices
- Slow loading speed
- Too much text on a page
- Broken links to other websites
- Hard-to-read text
- Poor color contrast
- Missing/hidden contact information
- Poorly-timed pop-ups
- Bad web design in general
- Poor navigation
By working to improve these issues, you can create a website that offers an enjoyable user experience for all.
How To Make Your Website More User-Friendly
Now that we understand the importance of a user-friendly website for your business's success, let's look at five steps you can take to improve your site’s usability.
1. Create Easy-To-Read Content
Website content that is easy to read and jargon-free achieves more conversions than overly complicated text.
Most people are in a hurry and want text that is easy to consume and scan so they can find the information they need right away.
Tips for creating easy-to-read content include:
- Use short sentences and paragraphs
- Sort content into organized sections
- Use simple language
- Break up text with images
- Use a
reading score analysis tool
2. Ensure It's Compatible With Mobile
According to a recent report, nearly 60% of all online searches are now carried out on mobile devices.
Being mobile-friendly means your website displays different versions depending on what device it's being accessed on.
Mobile devices have smaller screens than desktops, so a mobile-friendly website adjusts to give users a better viewing experience.
A mobile-optimized website makes it easy for users to interact with your website or purchase, no matter where they are.
3. Make Sure It's Easy To Navigate
Website navigation is the most important thing for promoting user satisfaction, with 94% of people naming easy website navigation as their number one priority.
Today's internet users expect simple, easy-to-follow navigation from the websites they visit.
It doesn't matter how good your content reads, how great your logo looks, or how many positive customer testimonials you've included. Users who can't navigate your website won't even get to see these things.
When creating your website's navigation system, it's important to ensure your menu is easy to read and that any drop-down menus are working correctly.
It's also essential to include clear calls to action (CTAs) that lead customers in the direction you want them to go.
4. Carry Out Regular Speed Checks
On average, if your website takes over three seconds to load, 40% of your visitors will abandon your site.
A poor loading speed creates a negative user experience and high bounce rates, affecting your site's rank on Google.
Tips for improving your website's loading speed:
- Move your website to a better host company
- Compress and optimize your images
- Reduce the number of plugins on your site
- Use website caching
- Fix 404 errors
- Avoid using redirects (if possible)
5. Conduct Website Usability Testing
Website usability testing is a way of evaluating how people are using your website.
A usability testing session involves getting real people to interact with your website and observing their behavior and reactions.
With a website usability test, you can determine any weak spots on your website that may be holding it back. In other words, user testing will help you uncover opportunities to improve the overall user experience.
From improving conversions to creating a great first impression, there are many benefits to having a user-friendly website.
We hope this blog has helped you understand these benefits and how active steps like usability testing, optimizing your site for mobile, and creating easy-to-read content can all help improve your website's usability.
Improve Your Website's Usability With 406 Marketing & Design
If you'd like to discuss an in-depth strategy for achieving good website usability, our digital marketing experts would love to help.
At 406 Marketing, we have years of experience helping small businesses expand their reach online through website optimization, website edits, monthly analytics, updates, SEO, and more.