On the second Thursday of November, since 2005, the Usability Day, in order to seek easy use and access to products and services that are important in people’s lives. That is, the “Easy to use” (simplicity and practicality) that people have when using useful objects or tools, such as applications, web pages, mobile phones, apps, etc. with whom we interact regularly.
We all carry out searches through search engines (Google, Yahoo !, Bing, YouTube …) and these give us thousands of results so that we can choose which website we want to enter. We usually choose to do it for the results that are in the first positions of the page (whether they are ads or organic). But more than half of the time we are not even 3 seconds in the chosen place. Our website departure may be due to many reasons (because it is not really the content we are looking for, because the geographical site where they are located is not within our preferences, etc.). But there is a reason that we can and should avoid: a bad tech experience.
We are going to see some recommendations so that our websites are usable, pleasant, safe and reliable for customers:
- The loading speed is very important. A website that takes time to download its content is going to lose a high percentage of visits since the rush and the pace at which we are accustomed do not allow us to waste it while waiting. If your website takes time to load, you are lost! And, worst of all, you are sending customers to your competition.
- Make logical classifications with the content that you are going to show. That is, all the resources that you are going to use (photos, texts …) must have a logical spatial situation, be easy to access and correspond to what is actually indicated.
Imagine a newspaper without headlines and with misplaced images, which do not correspond to the news Why are you not going to waste your time reading it or finding the logic? Well, in a trade it happens exactly the same.
The same thing that happens when you enter a physical store in which all the shelves are neat, well classified, with important information in view, the aisles orderly and well marked, the friendly and efficient clerks, secure payment, etc. Well, that is what your client wants to see in his online business: tabs with classified and clear information so that you can access the information that interests you.
- There is a fact that many companies overlook and that improving it would not take any time or effort. I am referring to the typography of the web pages. Many websites look like the works of elementary school children: full of colors, with various fonts (many of them are barely understood), different sizes, etc.
- A typography that is not understood is going to make our potential client leave.
- A very small font size, in which you have to strain to read it, will cause our client to flee.
- A very close or separate line spacing is going to turn the client against us.
- A page full of colors is going to tell our brain that we are in an unprofessional place.
- Another factor to take into account is that each user will access our business from different devices: computer or computer, phone, Tablet … so the screen is not the same for everyone. It is very important to adapt the web to all types of devices.
Of course, this is not a matter of usability but of credibility, always be faithful to what you sell. It is better for reality to exceed customer expectations than not the other way around. All the information you put on the web must be real.
If you are still wondering what advantages an ecommerce that applies usability has, take note of these 3 (although there are many more):
- In a site where you feel comfortable and confident, you will want to return (loyalty) and, in addition, you will recommend it (more visits to the web).
- You will increase the income through the page. Not all visits will turn into sales, but surely the more interested parties who visit you, the more likely you will be to sell.
- A satisfied customer is very likely to share your information with friends and acquaintances, so your products and services will have a greater reach. Your showcase can be global!
Our continuous access to technology has brought with it the birth of new professions in the digital world, such as UX (User eXperience), which is the professional in charge of providing the best experiences to users through the products or services of the company you work for.
CEO of Spain Business School.
Source From: Ambito
