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 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 heatmap and the achieved conversion goals.
Each type of Internet 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
НRegardless 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 top ranking of a web resource in the Goolge 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 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.