Digital Person
Audit your website and convert
6-minute read 23-02-2023
A website is built on Content and Search Engine Optimization Strategy, Branding, Website Usability, and other forces influencing the structure and the final website performance. It is essential to understand that a website results from a set of points; as each issue is assisted, the final structure is strengthened; thus, audits are dedicated to analyzing each of the variants mentioned before. However, website usability is a core force; other forces are partially upgraded by improving this, such as SEO, brand presence, search engine indexing, and favor ranking opportunities in the user query results. Namely, auditing the website's usability is the best starting point for conversion improvement.
Website usability consists of visitors' navigation and experience across the site. The website must meet basic functionality for users to carry out effectively the reason why they have frequented the site. According to PwC, 73% of users feel that the Internet and mobile experience are essential and directly reflect the decision to purchase (2017/18).
Examine the following usability elements, answers the questions, improve the gaps, and convert better.
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Does the website convey a unique layout? Does the design align with my brand/product? The website should use a layout integrating equal button sizes, a persistent palette color, quality images, and unique typography for consistency or uniformity.
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Affordance occurs on the website when a navigation object describes itself easily and quickly, allowing visitors to use elements intuitively, such as a printer or a cart icon; these buttons describe its function; visitors expect to have the same button interactions navigating a new website. The best method for affordance is to compare and imitate those websites that are already doing well. Is the website intuitive and standardized compared to my favorite website's brand?
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Feedback is the information given to the visitor about the progress after a determinate action on the site. Does the button indicate a state change, showing the action was received? Do the website pages inform the quantity of content it has been read and the content it still needs?
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Usability includes considering visitors with visual or motor disabilities. There are free sites online to audit the website performance in this area; use the site URL, and the free tool will examine and point out the improvements.
The mapping is the visitor's journey in the site, from the first contact moment, to successfully finish a determined task, for example, executing an online purchase. Can the visitor purchase from the website? Do the visitor experience obstacles such as 404 server errors, broken links, or Interstitial ads on the website journey? Can visitors successfully fill out forms?
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There is a high chance that customers will reach the website from their phones, so the site must display effectively on phones. Mobile-friendly optimization also will be considered by the search engine, and it counts in the moment of search result ranking. Does the website display successfully on mobile? Can visitors navigate the website from a small screen?
In conclusion, a website is dedicated to its audience and is the central pillar of its adequate performance. Furthermore, Web sites are constituted by a set of variants that determine the site functionality. Consequently, inspecting the website variants will present what is going well, what can be enhanced, and what the website is missing; thus, usability is a core website force; auditing and improving this one will pull on favor other variants reflecting website conversions.
