Usability: Why Should it Matter to Me?
You see the guy to the left with his finger on the mouse? As soon as he comes across something on your website that makes him have to stop and think, doesn't work the way it should, isn't easy to scan, etc., etc., he just clicks on that mouse and he's at your competitor's website. It's that easy. And, he'll probably never come back to your site again.
We all know about testing headlines and advertising copy. Have you ever thought about testing your website from your client's perspective? No matter how easy, simple, and intuitive you think your website is, if your visitors don't, that's all that matters.
What is usability?
Usability, with respect to websites, is a quality or measurement of how easily your site allows your users to achieve their goals. These goals might be gathering information, purchasing products, subscribing, and comparing, among other things. You want their experience with your website to be positive and encourage them to return.
Why should it matter to me?
You know your website inside out. You either designed it or helped with your input. Every function, every word on the site is crystal clear to you.
- But what if it isn't so clear to your users?
- What if they're not sure what you're offering?
- What if they're not sure what they can do on your website?
- What if they get lost?
- What if the words are unfamiliar?
- What if they just don't understand the purpose of your website?
Do you think they're going to email your or call you and ask their questions? No, they're going to leave, just like you and I do. It's too easy not to leave. The next website is just a mouse click away.
Okay, I get it. What do I do now?
You need to test and test often. Most likely your website is constantly changing. New features added, old features removed. New content, new copy. It doesn't remain static.
No matter how easy, simple, and intuitive you think your website is, if your visitors don't think that, nothing else matters.
Tell a friend!
Tags: measurement, testing, usability
November 14th, 2008 at 5:24 pm
Thanks, again, for the information you shared recently with the Guerrilla Marketing Association. You helped me get started on Twitter!
As a website usability expert, you might want to attend next week's Guerrilla Marketing Association teleseminar, described on my Published & Profitable blog, when my guest will be Janice (Ginny) Redish, author of Letting Go of the Words: Web Writing Content that Works.
Roger