Web usability: the key to your company's success

Surfing the Internet is part of our daily lives. At work, with friends or with family, we consult websites on a daily basis for a variety of reasons. However, it is not always a positive experience: Who hasn't come across a web page that seems designed to test our patience?

Perhaps you've filled out a form that keeps giving errors without explaining why, or tried to find information on a site that seems to hide it on purpose, or come across a website that takes forever to load. These situations are common and negatively affect the user experience, something that Google does not overlook.

In fact, Google penalises websites with poor usability, as they hinder the user experience. And if it is still not clear, in the digital world, the user should always be at the centre of all processes. Therefore, if your business has a poorly usable site, you face a serious problem.

In this article, we will explore in detail what web usability is and how to improve it, covering everything from basic design principles to optimisation techniques. We'll also look at how to measure usability and why it is a critical factor in user satisfaction and retention.
 

What is web usability and why is it so important?
 

Web usability refers to the ease with which users can navigate the site and perform specific tasks without frustration. This concept includes elements such as easy navigation, user-centred design, visual hierarchy and web accessibility, among others.

In other words, a website with good usability allows any visitor, regardless of their technical skills or prior knowledge, to use it easily and effectively.

According to usability expert Jakob Nielsen, this aspect of web design should focus on making it easier for users to achieve their goals with as little effort as possible. To this end, Nielsen defines five main attributes of usability:

• Easy to learn: understand how the site works quickly.
• Efficiency: being able to perform tasks quickly and easily.
• Memorability: remembering how to navigate without relearning.
• Low error rate: minimising the number and severity of errors, and that users can easily correct them.
• Satisfaction: that the overall experience is pleasant and satisfactory for the user.

Optimising the usability of a website not only improves the user experience, but also contributes to search engine rankings, as Google and other search engines value websites that offer a positive experience.

Key principles of web usability
 

• User-centred design: requires knowing your target audience deeply, understanding their needs and preferences, and developing site structure and content accordingly. As users navigate the site, they should find the information they are looking for easily and without obstacles.
   
• Visual hierarchy and simple navigation: The layout of elements on a home page, such as headings, subheadings and action buttons, should help the user to quickly understand the structure of the page and intuitively navigate through it. The use of colours, font sizes and white space can also guide the user's attention to relevant content.
   
• Consistency and standards: crucial to avoid confusion and frustration. When users encounter a familiar design, they know how to interact with it. Common practices in web design, such as the use of standard icons for the shopping cart in online shops or the hamburger menu for mobile browsing, facilitate the user's learning process and increase their trust in the site.
   
• User control and freedom: allow the user to move around the site without feeling trapped or constrained. For example, if a user makes a mistake and selects an option they did not want, they should be able to go back easily without having to start from the beginning. Simple navigation and options such as ‘back’ buttons or clear menu structure allow users to navigate freely.
   
• Minimise cognitive load: the structure and layout should be as simple as possible so that the user does not feel overwhelmed. This means optimising the amount of text on screen, using pop-up windows only when strictly necessary and making sure that each section of the page has a clear purpose.
   

Measuring the usability of your website

To improve usability, you need to have tools and measurement methods in place. Effective methods for measuring the usability of a website include user testing. These allow you to observe how visitors interact with the site in real time and identify specific usability problems.

Heat map analysis with tools such as Hotjar or Crazy Egg show where users click and how far they scroll down the page. This data can reveal problem areas and help to understand how user attention is distributed.

Likewise, return metrics and time on page are indicators of web usability. Data analytics, such as those provided by Google Analytics, can show how long users stay on the website and on specific pages. A high dwell time usually indicates that the content is relevant, while a high bounce rate might suggest usability problems.
 

Strategies to improve the usability of your website
 

Here are some actions you can take on your website to improve usability: 
 

1. Optimisation for mobile devices: As more and more users are browsing on mobile devices, it is crucial that the design is responsive, i.e. that it adapts to different devices and resolutions. Buttons and links should be easily clickable from touch screens, and navigation should be simplified to provide a positive user experience on mobile devices.
    
2. Fast loading: Loading speed affects both user experience and SEO. A slow site can frustrate visitors, especially on mobile devices where the connection is often slower. Make sure to optimise images, reduce scripts and use caching techniques.
    
3. Relevant and useful content: Content should be relevant to the target audience and respond to their needs accurately and clearly. Focusing on relevant content increases user satisfaction and improves the user's digital experience.
    
4. Include a clear and minimalist design: The design should be intuitive, without unnecessary elements that distract the user. A simple, uncluttered design helps users navigate more easily and focus on the content that really matters.
    
5. Incorporate web accessibility tools: Web accessibility ensures that the site is usable by people with disabilities, such as visual or hearing impairments. Implementing alternative text on images, adjusting colour contrast and enabling keyboard navigation are best practices that improve the experience for everyone.
    

Web usability as a core element of your digital marketing strategy

In the world of digital marketing, web usability is a critical component that can determine the success or failure of a campaign. When users can navigate the site without difficulty, they are more likely to become customers.

A website with good usability facilitates conversion and, at the same time, improves SEO, as search engines reward sites that offer a positive experience. It also improves the user experience by reducing frustration and increasing satisfaction.

In conclusion, optimising the usability of your website is not just a design strategy, but a long-term investment that benefits both your users and your business. By applying the above principles and using tools to measure and improve usability, you can deliver a web experience that leaves a lasting impression and builds user loyalty.

How can you achieve this? By specialising with an International Master's Degree in Digital Marketing such as the ENAE one, which will allow you to study web usability, SEO, SEO or social media in depth, among other areas. Without a doubt, it is a launching pad for businesses in the digital environment.