Allow me to introduce myself. I am Usability - your guarantor for more customer satisfaction on your website! How do I do that? Quite simple: I am polite and helpful to my users. I will gladly tell you how easy it is!
Usability - a question of politeness?
When we enter a store, we are pleased when someone obligingly holds the door open for us, we are greeted warmly and our wishes are fulfilled. Now imagine: Your company homepage would also be a place where your customers immediately feel welcome and well looked after. Who wouldn't like to remain here and look around for a long time? This is exactly the goal of usability: to give prospective customers the feeling that they can stay here and inform themselves as long as they like, without any disturbances.
How customer friendliness works online
User-friendliness determines one thing above all: the business success of your website. The faster potential customers find their way around your website, the greater your chances of attracting new customers and increasing your sales. Usability optimization comprises a total of eight key factors:
1. Uniqueness: communicate clearly
Especially in terms of web design, it is important that visitors can orient themselves on your homepage at a glance. Therefore, check:
- Are buttons perceived as click elements?
- Are the icons generally understandable?
- Do visitors recognize links and understand right away where they lead?
- Do the navigation points of the menu clearly summarize the content of the page?
2. Precision: Formulate Concisely and to the point.
Online readers skim texts and love to be able to see the most important information at a glance when cross-reading. For the linguistic design of your website, this means:
- Refrain from long nested sentences.
- Structure longer texts with subheadings.
- Highlight the most important information visually.
- Keep text content concise and precise.
3. Tried and tested: Don't reinvent the wheel
There are areas in the virtual space that are already expected by any user. These include, in particular, navigation elements, icons, buttons, shopping carts, logos, etc. They are not just there, but behind them a certain function is expected. For example, clicking on the logo always leads to the home page. Behind "About us", "Services" or "Contact" you can always find company information, customer services and contact form. So don't disappoint your visitors by introducing something new and unknown in these areas. Rather, use this known knowledge, at least where it makes sense. Your customers will thank you with a longer stay on your pages.
4. Speed: Encourage guidance.
Visitors don't have a lot of time. Therefore, if everything on your website is fast and easy to find at a glance, visitors will be happy to come back.
- Ensure short loading times on your pages.
- Offer quick orientation through clear structures in the design.
- Simplify and shorten the paths to the main goals and link important information already from the home page.
5. Continuity: Design consistently
If the design of your website has a consistent look, visitors will find it easier to find their way around. This is especially true for first-time visitors.
- Therefore, always use the same designations for certain functions.
- The main menu should always be in the same place.
6. Audience-Oriented: Use a Design that your customers like.
A website can be as user-friendly as you want it to be - but if your target group audience doesn't like the look and feel of the design, they won't visit you again. Therefore, conduct a target group analysis and adapt the design of your online presence to the preferences of your target groups. Also consider:
- Is the typography easy to read for my target group (size, type, weight etc.)?
- Does the language style appeal to my target group?
- Do the images and media match the reality of my target group?
- Is the color scheme of the page perceived as pleasant by my target group?
7. Effective: Make sure your visitors reach what they are looking for efficiently.
Opening hours, phone number, ordering options, newsletter sign-up, FAQs, product description?
The reasons why prospective customers come to your website are many and varied. So make sure that the most important information can be found in three clicks or less away.
8. Accessibility: Avoid Virtual obstacles
People who visit your website should not run into a virtual wall. That is, you should banish annoying, insurmountable and faulty things from your site.
This may include the following areas:
- Unreadable security checks, such as captchas.
- Re-entering data into forms after the customer has gone back a page.
- Clearly identifying missing information in forms.
- Non-responsive design (this makes it especially difficult for mobile devices to use).
Usability as a proven method
Whether it's increasing user-friendliness through writing and design, optimizing virtual wayfinding in navigation and link structure, removing barriers to interactivity or expanding the range of customer-oriented services and functions.
Usability is an important factor in the success of your online presence.