Usability site audit

Usability audit - a set of measures aimed at identifying problematic and bottlenecks in the work of the resource, preventing conversion, ease of use, sales growth or realization of other tasks. This procedure requires the analysis of critical for usefulness factors and the formation of recommendations for their elimination. In some cases, the audit result can cause the need for drastic changes or the development of a marketing company. Often, it points out the need to make edits in the most problematic places. On condition of the qualitative realization of the tasks, the conversion increases by tens of percent or several times.

When it is advisable to order usability audit:

  • at the initial stages of resource development;

  • when a low conversion is detected;

  • before introducing significant changes in the appearance, structure and functionality of the site.

The most common usability errors are:

  • excessive number of items in feedback forms;

  • hidden contact data;

  • complex navigation;

  • an incomprehensible way of accomplishing the targeted action;

  • incorrect work of links, lack of description of the purpose of buttons.

Who needs usability audit:

  • persons whose business is based on Internet marketing;

  • companies whose goal is to increase customer loyalty and increase TA;

  • resources created to enhance the brand image.

Timely audit will reduce the cost of advertising expenses and increase conversion.

Benefits of usability audit

Definition of target audience

Estimation of site services

Full page analysis

Competitive analysis

Complex usability audit measures

This type of audit includes:

  • analysis of errors in the HTML code. Cross-browser compatibility. Verification of the validity of the code, the correct use of HTML tags (for example, tables only for tables). Availability in popular browsers of different versions (presence of alternative tags for outdated browsers, in the first place - IE);

  • testing of the convenience of interaction with customers. Accessibility and understandability of forms, proper signing of buttons, availability of calls for action and contact information;

  • analysis of navigation comfort. Simplicity of search of the necessary information, minimal and clear structure of navigation, clear and understandable URL, absence of excessive dynamism of URL;

  • analysis of the content component. Clear, informative headlines, easy to understand and accessible content. Use no more than 3 fonts, structured texts, the presence of images and media content. No excessive number of <strong> and <b> tags;

  • site availability for the user. Checking download speed, presence of vertical scrolling, broken links, custom page "404". Identifying errors when filling in forms. Availability problems can have a significant influence on conversion.

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