Unfinished order in the baske
Posted: Sun Dec 22, 2024 5:44 am
check of the site:
t. The user of the online store initially shows interest in the product, but does not complete the purchase. True, here the issue may not only and not even so much be directly in usability, but we will talk about this in more detail later.
Refusal to view the content of a website or application. The visitor spends too little time on the resource, it is clearly not enough to fully familiarize themselves with the assortment and, even more so, to perform target actions.
Unfriendly interface. When a user constantly encounters non-working vietnam whatsapp number buttons, inconvenient navigation and freezing, this does not increase his desire to continue to stay on the site - it is much easier to close it.
The company is re
ady for development. If a brand has a desire to expand its business (through online promotion, expansion of the product and service line, audience growth, etc.), but at the same time there are questions about where to start and how to act. A UX audit of a website can be one of the first steps on the company's path to change and development.
New trends in the market. Sometimes life itself dictates the need to develop previously unused niches. For example, during the pandemic, online shopping became especially popular among users, so many companies that had never previously dealt with, for example, delivery, began to do so. This required adding new content to the sites and other important changes.
Sometimes even a quality usability audit of a website may not be a sufficient solution. Especially if it is not clear where exactly the weak link is. If you cannot determine the source of the problem, we recommend conducting a brand audit . Read more about this at the link.
By the way, a UX audit is not necessarily conducted for an existing online platform. Today, more and more companies, understanding the importance of user-friendly interfaces, try to get an expert assessment of the site at the stage of developing design layouts in order to have time to eliminate the detected problems in time.
Usability audit is unlikely to be relevant for resources that are dying out, especially if no one has worked on them for a long time. In such cases, more large-scale changes will most likely be required. Landings and one-page sites also do not need an audit. For them, it is enough to test hypotheses or study the click and scroll map.
Typically, a website usability audit is conducted by a graphic designer. Sometimes it makes sense to additionally invite an analyst, provided that he or she will have access to quantitative data. This approach allows you to detect many problems (for example, a customer refusing to purchase at the last minute) and quickly eliminate them.
When is a website usability audit needed?
Audit stages
An expert assessment of the interface does not only involve analyzing the design of a website or application. It is much broader and requires an understanding of the processes taking place within the company, the specifics of interaction with clients, and the competitive environment.
Introduction to business
Communication with the company owners and executives who play an important role in its activities, conducting interviews. At this stage, they usually do not simply state the presence of any problems, but try to understand their causes. Diagnostics allows you to identify the preferences of the target audience, so that in the future you can use the information obtained as a resource for brand development.
Research of the competitive environment
As in other stages of branding, for example, when developing brand positioning , it is necessary to conduct an analysis of competitors. Usability audit is based on a thorough analysis of competitive resources. For this, it is necessary to consider at least 5 sites . Specialists determine their strengths and weaknesses and interface features.
Key performance indicators analysis
Before directly starting the site audit, analyze the initial data. For example, this may include information about how many users were active, whether there was an outflow of customers, what the effectiveness of advertising campaigns was, and others.
One of the options for a primary UX audit is heat map analysis, which allows for a clear view of user activity, marked in different colors.
This technology is also used in other tools:
Click map – allows you to find out which elements of the site (or application) are most in demand among visitors. Traditionally, online platforms highlight CTA buttons in a contrasting color so that customers definitely pay attention to them. Read more about the color scheme of the site in the article at the link.
Link map – helps to identify the most popular sections of the online store. There are frequent cases of discovering “interesting discoveries”, for example, buyers can ignore pages with special offers. Then a deep analysis of the reasons for such user behavior on the site is necessary with the adoption of measures to attract their attention to discounted goods.
Scroll map – needed to assess how many visitors eventually reach the target action, and how many drop out at the beginning and in the middle of the path. If potential clients leave the site before reaching the CTA buttons, then they should be placed in another, preferably warm, zone of the online platform.
Form analytics – helps to work with usability forms responsible for feedback. It provides information on how many times a given section of the site was opened, whether there were any difficulties when sending complaints, and also shows the conversion at each stage of filling. Form analytics allows you to reduce the time allocated for analyzing customer behavior.
Interface Analysis
At this stage, a usability audit follows the user's path from the start of browsing a web resource to performing a target action, analyzes the accessibility of a particular element, and records the occurrence of difficulties. During testing, UX designers most often use Jakob Nielsen's checklist, which covers not only user design, but also business strategy. Here are these indicators:
how the site is perceived by visitors (logical and understandable structure, content accessibility, freedom of action);
is everything okay with the visualization (clarity and contrast of elements);
what is the quality of the content (text and images);
is the structure clear (presence of a menu, ease of navigation);
what sections are there on the website (product cards, personal account, shopping cart, order placement, payment, delivery);
what can be said about the functionality (availability of CTA buttons, links, various forms, loading speed).
Usability audit result
After the expert review, a report with recommendations is prepared. They describe in detail all the "questionable" places of the interface, and it is important to analyze not only the desktop versions, but also the adaptive versions for mobile and tablets. Then, ways to improve the situation are proposed, based on the successful cases of competitors, i.e. the best practices of the leaders in this industry. The result of the usability audit of the site should be a "road map" of changes that the company will have to implement independently or with the involvement of technical partners.
Thus, a usability audit is a kind of tool for preventing possible problems with the interface of a website or application, as well as correcting errors that have already appeared, thanks to which a company can save not only money, but also time (and this is the most valuable resource).
Good luck in business,
yours, MindRepublic.
t. The user of the online store initially shows interest in the product, but does not complete the purchase. True, here the issue may not only and not even so much be directly in usability, but we will talk about this in more detail later.
Refusal to view the content of a website or application. The visitor spends too little time on the resource, it is clearly not enough to fully familiarize themselves with the assortment and, even more so, to perform target actions.
Unfriendly interface. When a user constantly encounters non-working vietnam whatsapp number buttons, inconvenient navigation and freezing, this does not increase his desire to continue to stay on the site - it is much easier to close it.
The company is re
ady for development. If a brand has a desire to expand its business (through online promotion, expansion of the product and service line, audience growth, etc.), but at the same time there are questions about where to start and how to act. A UX audit of a website can be one of the first steps on the company's path to change and development.
New trends in the market. Sometimes life itself dictates the need to develop previously unused niches. For example, during the pandemic, online shopping became especially popular among users, so many companies that had never previously dealt with, for example, delivery, began to do so. This required adding new content to the sites and other important changes.
Sometimes even a quality usability audit of a website may not be a sufficient solution. Especially if it is not clear where exactly the weak link is. If you cannot determine the source of the problem, we recommend conducting a brand audit . Read more about this at the link.
By the way, a UX audit is not necessarily conducted for an existing online platform. Today, more and more companies, understanding the importance of user-friendly interfaces, try to get an expert assessment of the site at the stage of developing design layouts in order to have time to eliminate the detected problems in time.
Usability audit is unlikely to be relevant for resources that are dying out, especially if no one has worked on them for a long time. In such cases, more large-scale changes will most likely be required. Landings and one-page sites also do not need an audit. For them, it is enough to test hypotheses or study the click and scroll map.
Typically, a website usability audit is conducted by a graphic designer. Sometimes it makes sense to additionally invite an analyst, provided that he or she will have access to quantitative data. This approach allows you to detect many problems (for example, a customer refusing to purchase at the last minute) and quickly eliminate them.
When is a website usability audit needed?
Audit stages
An expert assessment of the interface does not only involve analyzing the design of a website or application. It is much broader and requires an understanding of the processes taking place within the company, the specifics of interaction with clients, and the competitive environment.
Introduction to business
Communication with the company owners and executives who play an important role in its activities, conducting interviews. At this stage, they usually do not simply state the presence of any problems, but try to understand their causes. Diagnostics allows you to identify the preferences of the target audience, so that in the future you can use the information obtained as a resource for brand development.
Research of the competitive environment
As in other stages of branding, for example, when developing brand positioning , it is necessary to conduct an analysis of competitors. Usability audit is based on a thorough analysis of competitive resources. For this, it is necessary to consider at least 5 sites . Specialists determine their strengths and weaknesses and interface features.
Key performance indicators analysis
Before directly starting the site audit, analyze the initial data. For example, this may include information about how many users were active, whether there was an outflow of customers, what the effectiveness of advertising campaigns was, and others.
One of the options for a primary UX audit is heat map analysis, which allows for a clear view of user activity, marked in different colors.
This technology is also used in other tools:
Click map – allows you to find out which elements of the site (or application) are most in demand among visitors. Traditionally, online platforms highlight CTA buttons in a contrasting color so that customers definitely pay attention to them. Read more about the color scheme of the site in the article at the link.
Link map – helps to identify the most popular sections of the online store. There are frequent cases of discovering “interesting discoveries”, for example, buyers can ignore pages with special offers. Then a deep analysis of the reasons for such user behavior on the site is necessary with the adoption of measures to attract their attention to discounted goods.
Scroll map – needed to assess how many visitors eventually reach the target action, and how many drop out at the beginning and in the middle of the path. If potential clients leave the site before reaching the CTA buttons, then they should be placed in another, preferably warm, zone of the online platform.
Form analytics – helps to work with usability forms responsible for feedback. It provides information on how many times a given section of the site was opened, whether there were any difficulties when sending complaints, and also shows the conversion at each stage of filling. Form analytics allows you to reduce the time allocated for analyzing customer behavior.
Interface Analysis
At this stage, a usability audit follows the user's path from the start of browsing a web resource to performing a target action, analyzes the accessibility of a particular element, and records the occurrence of difficulties. During testing, UX designers most often use Jakob Nielsen's checklist, which covers not only user design, but also business strategy. Here are these indicators:
how the site is perceived by visitors (logical and understandable structure, content accessibility, freedom of action);
is everything okay with the visualization (clarity and contrast of elements);
what is the quality of the content (text and images);
is the structure clear (presence of a menu, ease of navigation);
what sections are there on the website (product cards, personal account, shopping cart, order placement, payment, delivery);
what can be said about the functionality (availability of CTA buttons, links, various forms, loading speed).
Usability audit result
After the expert review, a report with recommendations is prepared. They describe in detail all the "questionable" places of the interface, and it is important to analyze not only the desktop versions, but also the adaptive versions for mobile and tablets. Then, ways to improve the situation are proposed, based on the successful cases of competitors, i.e. the best practices of the leaders in this industry. The result of the usability audit of the site should be a "road map" of changes that the company will have to implement independently or with the involvement of technical partners.
Thus, a usability audit is a kind of tool for preventing possible problems with the interface of a website or application, as well as correcting errors that have already appeared, thanks to which a company can save not only money, but also time (and this is the most valuable resource).
Good luck in business,
yours, MindRepublic.