How often does it happen that a client addresses a problem: “There is traffic to the site, positions in search engines, but there are no real buyers. We don’t know what to do. ” In these cases, the problem must be sought in the usability of the site. After all, there are sites on which nothing is clear, it is impossible to find the necessary information or quickly find contacts, and also sometimes the welcome speech of the head of the company is on the main page of the site, and it’s interesting to the user almost last. That is why they began to gradually train employees, customers, and develop the topic of usability in Ukraine.
There is a natural shortage of qualified usabilityists in the Ukrainian market, because this is a very young direction. Which by itself leads to many low-quality sites. A high-quality usability specialist should have an analytical mindset and marketing education, because he does not create a website for the customer, but for the consumer. It is not necessary to have a technical education, it is necessary to have a good understanding of people and their needs.
There are several ways to conduct usability testing. The easiest way is to conduct A / B testing, in which they show users two different versions of one page, and measure where the conversion from visitor to consumer is higher. Another way is to show the site to potential users and conduct a survey, as far as they understand, comfortable and convenient, does the interface cause a desire to work with the site further. They are also tasked with performing a specific action on the site, and see how quickly and easily they cope with it.
In order to impress the user, you must first think about him and put yourself in the place of the user, using only what he understands. Now, to stand out with one design is almost impossible. It is necessary to rely on comfort in use, service, quality of services. For example, the Rozetka online store has a convenient and thoughtful design, although it is not creative, it does not shimmer with all the colors of the rainbow - it is simple and understandable. A variety of flash-animations must die, because search engines do not work well with them, they do not appear on mobile devices and are inconvenient to use. Pop-ups and flashing banners also scare visitors away.
Future site and conversion effect
It is quite realistic that in 3-5 years the site will adapt to the person based on user data. He will be able to automatically change the resolution depending on the monitor, there will also be the ability to adjust the user's previous history to the screen size and offer exactly what the user needs. The site will be individualized for the visitor. All in order to achieve maximum conversion. For example, the conversion on Amazon is about 30-40%. This is what you need to focus on. By working on usability, you can achieve very high rates. And of course, usability costs will pay off. Sometimes you just need to remove non-working elements, and the conversion will increase immediately.