The simplicity and convenience of particular site elements and navigation directly affect the conversion and user loyalty. Useful content and exclusive design obviously cannot help to attract potential customers and convert visits into calls, requests and purchase, if the interface is too hard to perceive or navigation is inconvenient.
Smart usability is the key to a high conversion without increasing traffic volume; it can even reduce the cost of attracting new customers. Usability analysis should be carried out in the context of the information received through the web analytics services; the main points are:
- General conversion and its particular stages;
- Behavioral rates and target audience segmentation;
- Commercial offer peculiarities.
Any improvement of usability should be based on statistical data derived by analytical tools. All desired changes should be arranged in order of priority and predictable efficiency. Problem areas can be identified with the help of transactional consistency analysis. The most common problems are:
- Low conversion of product pages;
- Low basket conversion rate;
- A significant number of inchoate orders;
- Low order form conversion rate.
Optimizing your site due to usability parameters provides fine tuning according to target audience segments (e.g. the regional specificity of the company, age and gender characteristics of the user, etc.).
After the usability optimization, it is very important to test the site. Start with welcome page of the site and check out all the pages including the order form.