Even the most amazing content and beautiful design won’t save you if you fail to keep in mind the interface usability. Visitors appreciate your concern, so prior to optimizing the website make sure you’ve accomplished 5 usability prerequisites below.
1. The web page has high speed.
Speed is a cornerstone of all your usability optimization as all your further efforts may prove useless if the web page provides no operation speed for descent loading. This includes network quality, server characteristics, server location, caching, the page complexity and many more. You mustn’t ignore performance speed as low speed can even make the world’s best web interface a failure. Users usually no longer than 5 seconds till the page loads and then just leave. For more insights about your website speed improvement, check PageSpeed Insights by Google.
2. Everything’s clear and simple.
Visitor’s hearts are won by simplicity, that’s why everything should be and look as simple as you can afford. Visitors don’t want any complicated actions, learning to use the page, filling in forms and so on. They want everything right there and then. So get rid of all the needless things and try to be brief, laconic but descriptive. It is essential that your webpage interface is self-explanatory, with minimum of assisting guides and text for help. Visitors normally don’t read, so it should be clear what and how they are to do at a glance.
3. The navigation is good for others.
One of the major navigation features is no doubt the search box. This element must be available on every website page without excessive actions. Your main page should just the same be easily accessible to your visitors from any place. Since not all the visitors necessarily start from the homepage, there must be a direct link to it. Have a page logo with the main page’s link in the upper left is a common decision for this. Another rule is the fewer clicks (actions) a user has to make for his goal, the fewer obstacles for visitors there will be. Also try to avoid “login” or “signing up” screens before content viewing.
4. The content is readable.
The location of content is yet another fundamental issue. The recommended page content shape is F-Shape as eye tracking research showed that main attention is paid to the top and left. In view of this, it’s a good choice to set the navigation and other important components right in these page areas. You should also think about the appropriate contrast of the text with the background to provide good text readability. Also mark headlines to make them separate your text into several good looking blocks which are easy to conceive. Make headings clear and descriptive. More free space is also needed to let your visitors breathe easily.
5. Mobile design is available.
For the last few years mobile devices like tablets and smartphones have been experiencing a significant growth of traffic and now they account for a great many of Internet page views.
This means that making the website available on mobile devices may add near 50% to your visitors’ number. So you should undoubtedly consider a mobile version or responsive design for your page. Anyway, the website should be clear and accessible at small screens as well as easy to use at touch screens.
Only when you make sure you’ve got all the 5 things ready can you move on to your website further optimization.