In this curious article we will show you in detail what is the website usability? How does it apply? And what is the importance it maintains in digital marketing?
Website usability
When we refer to the website usability we are talking about the design that has been created focused entirely on meeting the needs of our clients or users, so that the needs, expectations, objective requirements and models that our clients have in mind are covered.
It is fully proven that the design of portals and web interfaces are one of the most complicated to fulfill within marketing since they involve many different agents of our brand. Above all, the trends within the market are constantly changing, which means that the creation of a digital platform that looks at the forefront takes a little time.
For all these reasons, the redesign of websites is something completely constant and normal within the cyber world, to ensure that the web usability of our portal continues and does not fall due to lack of updates. Let us remember that when we are working on the design of a portal it is necessary to understand that it will be open to our followers and potential clients, so you must make a dynamic, organic and minimalist website that meets the demands of all types of consumers that we have or we can have
Fundamental bases of web usability
When we define how we want our design to be and we work based on that, we manage to provide our users with the different accesses to the information that they are requesting from us. Which translates into a much more complete and determined fidelity thanks to the fact that our clients receive direct and complete attention from us.
For these reasons it is essential that we know what are the principles and bases that underpin web usability.
Availability and accessibility
When we are designing our web portal, it is necessary to understand that web usability must focus on the availability and accessibility that our clients deserve, aspects that must be within an organic and highly functional environment.
That is why when we are in a web creation process we must take into consideration the response time of the server. It is proven that if the answer we give to the client exceeds four seconds, we lose the attention and loyalty of the client, since the waiting factor negatively influences our brand.
On the other hand, we must be constantly reviewing the URLs that we place within our website, since for different reasons they can fall and it is very frowned upon, having broken links within our portal makes us look careless and unprofessional.
Lastly, we must consider within the web usability aspects the responsiveness of our portal within smartphones, it is necessary to understand that the navigation method of the portals changed since our phones and tablets have the ability to navigate. That is why it is necessary to establish our responsive portals. If you want to know more about the importance of this we leave you the following link How to make a responsive website?
Clarity in our web usability
The main reason for web usability is clarity, our content within the portal must be tempered and without many distracting elements that can affect the concentration of our clients.
One of the risks that we run as a brand is that because it contains many distracting elements, our users forget the main objective of their visit and leave without having executed any action.
One of the most important factors to achieve clarity within our website is simplicity, when we focus on what is really important in our portal, our users will always remember the reason for their visit.
Another of the characteristics that it is necessary for our web usability to cover is the familiarity and consistency that our portal demonstrates. Thanks to different studies that have been carried out within marketing, it has been possible to demonstrate that these factors are essential for users and customers to quickly identify with our brand and image.
In the same way, orientation and feedback are completely necessary in a defined web usability in order to understand and understand the needs of our clients.
Importance of learning ability
It is important that as brand generators our portal has the ability to educate about the management of our web usability. This refers to the fact that the interface that manages our portal is developed in an intuitive way and that it does not need any type of instructions for our users.
To achieve this type of web design, it is necessary to create something that is comfortable and quick to learn for each of our users and clients.
Credibility
One of the reasons for being of brands is credibility. This is one of the fundamentals that should define us as a company since it speaks of our responsibility to present high quality services and products to our clients.
It is of the utmost importance that our clients and users find our content within the portal quickly and that it exposes the realities of the benefits of our products and services.
If we have managed to establish a real relationship with each of our clients, we have been able to demonstrate that we are a brand with unwavering values and principles and that what we sell is of quality.
If we do not know how to generate credibility within marketing? we leave you the following video
Relevance within web usability
This is the last of the bases on which our web usability must be based and it focuses on the fact that the content that we upload to our platform must be relevant and stand out among those on other portals.
That is why two fundamental factors are necessary: the study of the competition and the segmentation of each of our users and future clients. When we refer to the study of the competition, we must understand that we must be aware of the content that they are generating to know if they are evolving and how fast in order not to be left behind and continue to set the standard within the market.
While when we talk about segmentation we mean that it is necessary to understand how our clients move on the different digital platforms and know how to study the results that they have given us, in order to establish different advertising markers.
Errors that affect web usability
When we are developing our portal, it is necessary to avoid the details that we will develop below, which can affect us in the positioning that we want to establish within the market.
Bad organization
One of the reasons portals fail is because of poor organization within them. If we create content that is difficult to understand in a completely disorganized context and without attention to detail, we can be completely sure that our clients will simply stop visiting our portal because they do not understand or function naturally within it.
It is important to take into consideration that having a very complicated or difficult to deduce interface can also cost us customers, it is necessary to make our web usability simple and easy to understand for our users.
If we feel that our portal is in complete disorder, it is necessary to redesign our portals, since we must achieve the hook in the community that only the Internet can give us.
There is no intuition in navigation
Just as organization is a fundamental factor for web usability, intuitive navigation shares the same level of importance. As we have established our portal, it must have the ability to show our website quickly and dynamically, if we do not achieve this, we cannot make our portal understandable for our clients or users.
If our traffic on the portal generates questions to understand how it works, we have failed and we must redesign our page to achieve the level of demand and effectiveness that our clients deserve.
The absence of a search engine affects web usability
One of the most common mistakes in the design and execution of a web portal is that it does not have search engines that facilitate the visit of our clients to the portal. These types of tools are essential for our users to quickly find what they are looking for.
To achieve this, it is necessary to have a fully functional and efficient web architecture for each of our clients' demands. If you want to learn more about this topic we leave you the following link
Let's avoid broken links
When we establish external or internal links on our website, we must realize that they are enabled since we see ourselves as a brand that does not take care of the details or that we are not aware of updates.
When we maintain broken links on our portals, our web usability is impaired and, unfortunately, we are losing positioning in search engines such as Google or Mozilla.
It should be noted that taking care of these small details makes us look completely at the forefront and professional. It is necessary that within the normal activities of the organization we establish a staff that at a certain time reviews the links and ensures the functionality of each one of them to avoid the displeasure of our clients or users.
Web usability and non-optimization of forms
One of the characteristics that most affects our web usability is the poor optimization of the forms that we have within our portal.
Let us remember that they are an essential extension of our portal since through them we can have a little more clarity about what the needs of our users and clients really are in order to have a quality experience.
Confusing portal areas
These types of problems are generally found in the adaptations of portals from a desktop view to a mobile screen. Especially if our portal has several URLs within them. If we do not manage to perform the responsiveness optimally, we can be sure that our clients will not understand our communication objective.
We must ensure that the experience we offer to each of our users within our desktop view is of the same quality when they use their mobile devices. It is necessary to understand that these adaptations are necessary since the current Internet traffic corresponds to more than 80% of the mobile format.
Wrong choice of colors
As we have previously determined, it is necessary to have an organic and dynamic portal that allows our users to have quality web usability. In some cases, because we want to see ourselves avant-garde and fashionable, we opt for a color palette that does not work visually.
When we choose colors for our portal, they should not be tones that are visually exhausting or that create feelings against what we are looking for. That is why it is necessary to study very well what colors and in what distribution we are going to place it so that it works for us when it comes to achieving objectives.
If we use a mix that does not work in our favor, we will run the risk that the web usability of our portal will not be efficient, but on the contrary, our clients will reject the content and simply will not return.
Saturation of our portal weakens web usability
If the poor choice of our colors affects us when establishing a good web usability, the saturation of images, gifs, texts, links and videos causes us the same deficiency.
Our portal must be characterized by being completely harmonious, organic, timeless and homogeneous, so it is recommended that when entering this type of accessories or tools within our website, we take a moment to analyze the distribution and positioning of each one of them to evaluate the web usability of our portal and to be able to execute what we have established.
If we do not take these recommendations into consideration, we can generate a portal that distracts our users and clients from the main objective of our portal.
Reproduction of audiovisual content
Another of the characteristics that we must take care of very carefully to prevent our web usability from deteriorating is the poor reproduction of links that contain audiovisual material. If they take time to load or they are very heavy content, they will generate delay and weaken the transfer time of our user and customer portal.
If we use these tools, we must ensure that our website is transferred in the correct way and that its functionality is perfect and on time, since in this way we ensure that our clients and users benefit from each of the benefits that we offer them as a brand. .
Not considering or taking care of the loading speed
Last but not least, we must consider the loading speed of our portals, since it is proven that if users have to wait for more than four seconds, they will leave the portal and not return. We also consider that Google records these loading times and if they are not optimal, it will lower our category, which will cause us to lose positioning and not be very visual if our clients and users decide to find us through search engines.
For all these reasons and benefits, we recommend that within our organizations we pay attention to web usability and thus provide our customers and users with the quality service they deserve.