The term, website usability, has been around for quite a few years, and yet it is something that seems to be hardly discussed in the more heavily trafficked marketing forums. We find that just incredible since it really is talking about optimization of all aspects of a commercial site. If your site is not very “usable,” then basically people will not want to use it – which means stay there, or return – meaning not very sticky. As you know, you absolutely want both in your corner if you want to succeed on the web. Also, you will find many factors involved with usability, and the only way to optimize your site is to know what is happening with your visitors.
So you understand the importance of understanding visitor behavior, and you will use a decent tracking script to get that done. What you can do is identify trouble spots on your site, and then you begin testing that spot to resolve the issue. But although that is a relatively crude approach, there really is not much more we can do. Some tracking scripts are extremely simple, and of course you can use something highly effective like Google Analytics. They generally do the same things, and then it boils down to features and benefits. You will need to know the how, where and when of traffic flow in addition to time spent on each page. A robust tracking script will enable you to watch your visitors and look for trails and signs they were on your site.
What we are talking about here is performing site wide optimization. Essentially you will be improving what is achievable for your most desired response on your site. When you are prepared to make changes on your site, then you will need to perform testing. There are advanced testing processes, but the most common is A/B split testing on your pages. Split testing is the most straightforward and easier than Taguchi multivariate testing. Where you begin and what you test is your decision, and there are typical items that people tend to test, too. But like we pointed out earlier, you use the tracking software metrics to determine possible trouble pages, and then you just begin testing that page. The sensible approach to optimization and testing is to discover where your site is weak so you can correct it.
As you work to boost usability and performance, you should realize that it is a time-consuming procedure. Once you have gone through the process, you will have discovered a lot plus make more money. You will recognize and appreciate it much more when you see what’s possible. We all know what the bottom line is, and that is the entire reason for doing this.
