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Web site usability improves perception of brand - 09/05/2007

The rage is Web 2.0, the word is collaboration, the power is with the users, viral marketing is the hit…OK. And how is your web site doing? Is it serving users – those who should be given all the power? Is it offering what they want and need? Is it leaving users satisfied and encouraging them to spread the word you need them to spread?

Your company’s web site is a powerful path for relationships with clients, be they e-commerce clients or not. A satisfied user returns to your web site and recommends it, as well as your company and products, to other people. Your web site is a shop window and so, you need to show users what they are looking for, quickly, simply and efficiently.

We are talking about usability, or in other words, ease of use. An attractive design, good functionalities and technological attributes are all very important, but they are not everything. If the user is not able to discover how to use the web site or if they take too long to complete a basic task, they will become irritated, give up their search and call the company’s helpline. Or worse, they will simply give up and speak badly of the company, the brand and the products.

On the internet, all addresses are a click away from the users. What determines, today, which web site they will choose, is whether it offers users what they need and if it is easy to use.

Offer what the user needs

The user always goes to your web site with a purpose. It can be simply to find out about the company, look at a photo, buy a product or find out basic information, such as an address or phone number. For this reason, make things easy for them.

Do not bombard users with adverts and popups as soon as they get to the web site.

Offer relevant information to users on home pages, in a clear and organized manner, without visual pollution or excessive animations.

Do not “hide” e-mail addresses, phone numbers or addresses in the depths of the web site.

Do not use terms and names which, although very common inside the company, may not be immediately understood by the user.

Make your web site easy to use

To guarantee the usability of your web site it is necessary to carry out usability tests, which are fast, low costing and have a guaranteed return.

There are various techniques available to evaluate web site usability. The most used is Heuristic Analysis, carried out by usability specialists, who check if the web site meets basic usability principles. Usability tests conducted with users from the target audience are also popular. During these tests users navigate on the web site and carry out some important tasks. Everything is recorded and observed by specialists, who detect the problems, analyze the results and present solutions.

In summary: usability is a competitive edge and has many advantages for companies, from increasing sales and reducing the size of the call center, to increasing the satisfaction of users, their loyalty as customers and the wider market perception about your product, brand and company.

Mercedes Sanchez
Director of Mercedes Sanchez Usabilidade

Translated from an article published on PublicidAd