Usability Site Audit

A usability audit is a set of measures aimed at identifying problematic areas and bottlenecks in the work of the resource, which prevent conversion, ease of use, sales growth, or the realization of other key tasks. This procedure requires the analysis of factors critical for usefulness and the formation of recommendations for their elimination. In some cases, the audit result can necessitate drastic changes or the development of a marketing campaign. Often, it points out the need to make edits in the most problematic places. Provided the tasks are implemented qualitatively, the conversion rate can increase by tens of percent or even several times.

When It Is Advisable to Order a Usability Audit:

• At the initial stages of resource development;
• When a low conversion rate is detected;
• Before introducing significant changes in the appearance, structure, or functionality of the site.

The most common usability errors are:

• Excessive number of fields in feedback forms;
• Hidden contact data;
• Complex navigation;
• An incomprehensible way of accomplishing the targeted action;
• Incorrect operation of links or a lack of clear description of the purpose of buttons.

Who Needs a Usability Audit:

• Individuals whose business relies heavily on Internet marketing;
• Companies whose goal is to increase customer loyalty and expand their target audience (TA);
• Resources created specifically to enhance the brand image.

A timely audit will reduce advertising costs and increase conversion.

Comprehensive Usability Audit Measures

This type of audit includes:

• Analysis of errors in the HTML code. This involves cross-browser compatibility checking. Verification of code validity and the correct use of HTML tags (for example, using tables only for tabular data). Availability in popular browsers of different versions (checking for alternative tags for outdated browsers, primarily IE).
• Testing of the convenience of interaction with customers. This focuses on the accessibility and understandability of forms, proper labeling of buttons, and the availability of clear calls to action and contact information.
• Analysis of navigation comfort. This includes checking the simplicity of searching for necessary information, a minimal and clear navigation structure, clear and understandable URLs, and the absence of excessive URL dynamism.
• Analysis of the content component. This involves checking for clear, informative headlines, easy-to-understand and accessible content. It also checks for the use of no more than 3 fonts, structured texts, the presence of relevant images and media content, and no excessive number of <strong> and <b> tags.
• Site availability for the user. This includes checking the download speed, the presence of vertical scrolling (where appropriate), broken links, and a well-designed custom "404" page. It also involves identifying errors when filling in forms. Availability problems can have a significant influence on conversion.

The design of the resource is also studied for the optimal combination of colors, convenient location of content, readability, and appropriate font size.