How to Evaluate User Experience of a Website

Website user experience testing is all about usability which determines the degree of site convenience for users. The easier it is for a user to solve his tasks on your site, the higher the level of usability is and, accordingly, more users perform the actions you need (they contact us form, place orders, register on the site, etc.). Of course, website design plays a great part here too and we would totally take this into account. By the way, website design is as important as website development and both services are constantly outsourced – continued.

Website usability audit reveals problems that visitors face and results with suggestions on their elimination. So, let’s find out how to evaluate a website user experience and what you should pay attention to during the process.

How to Tell If You Need a Usability Audit at All

If any of the following problems are familiar to you, you should totally do the usability checkout:

• High bounce rate (share of users who spend less than 15 seconds on the site and view 1 page only).

• Low section depth on the site, for example, no more than 2 pages.

• Low conversion rate (for example, many people visit the site, but only a few make a purchase).

• Complaints from visitors.

• Complex architecture, inconvenient user interface, and you do not know how to fix it.

Step-By-Step User Experience Evaluation Process

1. Analysis of those landing pages that have different traffic sources with the help of tools for collecting data:

   • Google Analytics – extensive segmentation, filtering, and data presentation.

   • Conduct surveys using special sites aimed at receiving feedback from people who have visited your site and left a detailed comment about it.

2. Analysis of the design and location of the elements: Look at the main page and 2-3 internal pages of different types (for example, the catalog section and product card if you are promoting an online store) to determine if your site complies with the recommendations described below:

   • The name of the project/company and logo should be in the header of the site.

   • The content of the page should fully comply with the title.

   • The user, once on the site, should be able to immediately determine what the website is all about and what the company does.

   • If you have a menu, it should always be in sight without scrolling the page.

   • Company contacts should also always be in sight. If this is not possible technically, the contacts should be placed in a prominent place.

   • If there are special offers, promotions or discounts, they should, if possible, be displayed on the first screen or under the menu (they are more noticeable there).

   • It is desirable to have social network buttons and so that people can share links to the site on social networks they constantly use.

3. Check your fonts:

   • Check if the font is large enough on the site. Are the indents between paragraphs sufficient? If the text or the indents are too large or small – give recommendations to fix them.

   • The background color and font should fit each other. The best option is a black font, white background. Of course, other combinations can also work very well but make sure the text doesn’t “cut eyes” (for example, a red font on a black background).

   • Headings and subheadings. The size of the main title should be the largest, the subtitle should be medium, the text should be smaller than the font of the subtitle. If done otherwise, recommend using the correct scheme.

   • Check whether you have lists, tables, graphics, charts and other similar elements that simplify the perception of texts. These elements have to be used in such a manner that, in your opinion, will simplify the perception of information for visitors.

4. Check your images:

   • If the site uses pictures and photos, they must be in high quality.

   • Make sure you can see all the details or make it possible for a user to zoom the picture.

   • For online stores and other websites with catalogs, it is important to describe the item in details. A user should be able to check out as much as possible, including a photo, description and anything related.

   • Make sure you don’t use images you don’t have rights on. It’s better to create your own or use stock images. It’s even better to have your logo on them.

5. Website architecture analysis:

   • It is important to have all the possibly required sections of the site within the main menu.

   • It is necessary to merge all the pages that functionally duplicate each other and may confuse users.

   • Check if there are any pages with a very high page depth (how much pages you need to go through to get to the last one). Optimally, any page of the site is no further than 3 clicks from the main page.

6. Selling potential:

   • Check if you have elements that allow you to increase sales of goods and services. If you do not use selling blocks, the site may have a low conversion rate. Examples of selling units:

     • Countdown counter (timer);

     • Block with USP (unique selling proposition): 5 reasons to work with us / buy our goods;

     • Portfolio and cases;

     • Reviews;

     • Warranties (the more specific the better);

     • List of partners or known customers;

Conclusion

After conducting a comprehensive analysis of your website usability, you can find the main reasons why visitors can leave your site. Implement the recommendations received and compare the indicators before the changes and after – they should improve if the site usability audit is carried out correctly. Also, find out what is the average website conversion rate for your niche and look for more tips on website conversion optimization.

There are also many guides on how to design a website and you’d probably find that responsive website design is very important these days. It should also be mobile-friendly. No matter what you want to change on your website, keep in mind your target audience. Ohh, almost forgot, get to know more on how to write a call to action because it’s one of those important selling blocks you should totally have on your website.

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