Why usability is an integral part of complex audit

Stages of site usability

Assessing the usability of a site's website helps in identifying problem areas, namely where traffic is leaking and, ultimately, the conversion. It also allows building a strategy based on empirical data. In order to achieve the desired result, it is necessary to collect as much information as possible and conduct an assessment with subsequent adjustments and further tracking of the results. It would seem simple, but where to start?
So, the main elements of a site usability audit include the user interface and user experience (ui / ux). With this in mind, the following elements can be audited:

Quality and design. Here it is worth considering the assessment of the speed of the site as a whole, and of the visual elements: header, footer, content, images, menu. When developing an exclusive website design, it is worth keeping in mind the minimalism and uniform color scheme of the web resource

Ease of use. Here it is necessary to take into account the correct structuring of the nesting levels of the categories and subcategories, as well as the correct placement of important elements (order button, filling out forms, search bar, etc.).

Behavioral factors. This includes the analysis of the heat map and the achieved conversion goals.

Each type of online resource has its own nuances, where it is worth considering the specifics of the usability audit of each site. For example, when auditing a landing page you need to focus on testing and evaluating calls to action, the location of buttons, etc., and the usability audit of an online store includes a much more extensive analysis: categories, subcategories, a detailed product page, filters, order forms, etc.

Website usability audit tools

Regardless of whether a site usability check or a general SEO audit of the site was carried out, its result should be measured in numbers or percentages. And here you can't do without services.
Here is a list of tools that will help you conduct a high-quality analysis of site usability for a top ranking of a web resource in the Google search engine:

1. Google Search Console is an analytical and technical assistant for every webmaster. It is the first to notify you about the appearance of errors on the site, namely: is the mobile version of the site working, indexing of pages and many other indicators. Plus, you can see clicks on your keywords, which in itself is a huge benefit.

2. Google Analitics is the most important source of analytics for your web resource. Google Analytics data can provide data on practically everything that happens on the site, from the age and region of the user to the time a visitor was on the site and the number of pages viewed per session. The big advantage of Google Analitics in website usability auditing is its ability to show the user behaviour on a map. Thus, you can see from which page they went to the site, where they went and where most often your clients break off.

3. The Plerdy click map - a set of tools that allow you to analyze those elements of the site where most often the user stops and clicks, as well as to understand what prevents the visitor from placing an order.

The above set of tools allows you to comprehensively analyze the usability of the site and make adjustments in a timely manner.

The work required for proper audit of website usability

We have prepared a basic website usability analysis checklist that you can do yourself:

General indicators of usability of an Internet source

Internet resource loading speed. The site should not load for more than 2-3 seconds. For every second, according to statistics, about 10% of users is lost. In addition, this indicator is included in the list of ranking factors for an Internet resource.
Geolocation. The content of the main version of the site should be in the language in which your potential customers communicate.
Layout adaptability. The web resource must be optimized for all screen resolutions. But the most important thing is that the site is adapted to mobile devices which is the option the search engines prefer now, and users are increasingly logging in from their mobile phones.
Unified structure and interface design. When developing a site design, it is necessary to construct a unified site structure and a unified site design. This allows the user not to get lost on the site and focus on the information they are looking for.
Location of important elements of the site. There are some elements of the site that need to be placed at the top of the site, namely the company logo, the search bar and the contact information.
The uniqueness of the favicon. This is a kind of logo that is displayed at the top of the open tab with your site. Plus, the original favicon allows you to grab the user's attention in search results.
Correct work of all scripts. This is especially true for the scrolling on the site. First of all, it should be inline with a clickable option at the end of the page for quick scrolling up.

After the general indicators of the usability audit are ready, you can start analyzing the main page:

Site usability audit

The main page of the Internet resource should contain:

Brief information about the site Show users what problem you are ready to solve for them.
Logo, slogan. In order for the site to be memorable, it is necessary to create an original logo and a catchy slogan.
Site navigation. Regardless of how many pages you have on your site, 3 or 3 million, site navigation menus should be structured and easy to use for the visitor, and also arranged by topic according to the requirements of search engines.
Contact Information.Address, mail and phone number are the most important information on the site, which encourages the user to respond to your offer and place an order.

Additionally, on the main page, you can install a slider with top offers of goods and services, an internal search bar and customer reviews.

Internal site navigation usability audit

Unlike internal search, site navigation is limited to navigating only to predefined pages. But do not forget that site navigation is essential on any type of online resource.

Points to consider when auditing site navigation usability:

• the presence of the company logo on all pages;
• first level navigation on all pages;
• properly structured and clickable bread crumbs;
• optimization of the 404 pages.

Website content usability audit

Conducting a usability audit concerns not only the visual side of the web resource, but also the information posted on it.
The analysis of the content on the site is not limited only to its design, it also concerns the following points:

1. The important information for the user should be at the top, and the evidence and description at the bottom: "The rule of the pyramid."
2. The content must be posted in an F-shape.
3. Text fonts must be sans serif. For example, you can select the "Blonde Fraktur" font group. Also try to use a font size of at least 12 px.
4. Use more classic background colors. A black font on a white background is optimal.
5. The content structure should have sections and subsections. Such text is easier to read and does not make the user fall asleep after the third to fifth line.
6. Dilute the text with images, photographs, diagrams, so it will look much more interesting.
7. The written content of an Internet resource should be free of errors, and the internal linking on the site should have a common standard and be highlighted so that the user is not distracted from reading the basic information.

Need a site audit? Contact the Studio Webmaster specialists and get a free qualified consultation, as well as a lucrative commercial offer. We have been providing professional IT services in Moldova for over 10 years.

You may be interested in our other services, for example, an audit of an online store.