It is odd that you pretty much never hear people talking about usability and websites. But it is interesting because it is an area of vital importance to the success of any business website. But people generally understand that a site really needs to be usable; however they do not necessarily know how to optimize for usability. As you may know, you absolutely want both in your corner if you want to succeed on the net. There is a lot to think about based on the nature of your site, and the best way to approach this is to have data about what is happening.
The only way for most of us to have some grasp of our website is through tracking visitor behavior. The basic strategy is to discover where your website is under-performing; once done, you analyze the location and begin making adjustments. When you think about it, that approach is not so advanced, but it does work nicely if you do it. Some tracking scripts are extremely simple, and of course you can use something powerful like Google Analytics. They basically do the same things, and then it boils down to features and benefits. It is possible to track entry and exit webpages, or points. A robust tracking script will enable you to watch your visitors and look for trails and indications they were on your site.
What we are referring to here is executing site wide optimization. You can optimize your site for any number of ideal steps including conversion rates; either an opt-in or a sale. The proven procedure or approach for optimizing anything at all on your website is accomplished through testing. As you may know, there is basic A/B split testing as well as Taguchi multivariate testing. Multivariate testing is much more powerful and diverse than split testing. You may take the somewhat blind approach and choose random aspects of your pages to run a test. But like we mentioned earlier, you use the tracking software metrics to identify possible trouble pages, and then you just start testing that page. When you’ve got that kind of information, then it is possible to take a more intelligent approach to your testing.
This process of usability does require time, but if you’re serious about developing a business it is worth doing. However, the long term results will be worth the time and hassle to do it. You will recognize and appreciate it a lot more when you see what is possible. We all understand what the bottom line is, and that’s the whole reason for doing this.
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