Why is Web Usability Important?
Posted on 04. Sep, 2009 by Lyz in blog, web usability
If you want your website to work for you, to make sales and send leads, then you’ll need to ensure that your website doesn’t feature any basic usability errors. Web usability is vital in internet marketing because if a website has poor usability, it could be costing you sales and leads.
If you’re already spending a lot of money on your search engine optimisation (SEO), your pay-per-click (PPC) campaigns or your website itself was expensive to produce, then you could be wasting money by featuring poor usability.
Poor usability on your website means that your website’s visitors (which you could be paying for) could be unsure of where to go and what to do on your site in order to complete a sale or a lead. For example, if your website’s main purpose is to encourage users to complete a contact form which sends you their details, is the contact form easy to find? Is it easy to complete? Is there anything on your website that detracts from the contact form so that users don’t want to complete it?
The same notion works for ecommerce websites too. If a website sells products, the products need to be easy to locate using a well laid out category structure and a comprehensive search facility. The products need clear descriptions, pricing information and most importantly, a call to action to buy them.
There are many usability mistakes that websites make which affect their success, and they’re all very easy to remedy, increasing your website’s conversions and reducing your need for marketing spend.
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