If you haven’t asked yourself one of the three usability questions listed below, then ask yourself today. Ask not to share the misconceptions to which the wrong answers lead to them.
Question 1. Design: beautiful vs. ugly?
Do you often hear disputes about what is beautiful and what is an ugly design? Of course, it is possible to argue about this, sometimes it is necessary - if, for example, you want to kill time that has nowhere to go. But in terms of internet marketing, this is a completely pointless argument. Website usability is improved not by the beauty of the design, but by its convenience for users, or, more precisely, its functionality.
Of course, ideally it is better to get rid of all the contradictions and make the functional functional. But beauty is such a strange thing ... Look here:
It doesn’t matter what looks beautiful to you, it’s important that your target audience, your potential clients consider it as such. Do “beautifully” if you know what your Central Asia perceives as “beauty”. But at the heart of "beauty" should be functionality. It is design functionality that is important for search engines, because it underlies the convenience of users.
Functional design has several basic features, here they are:
- Content that is essential for this page should be placed in a prominent place. In other words, the user must understand in the very first split second where the semantic center of the page is located.
- On the pages of a commercial site, as a rule, there is content that is not directly, but indirectly affects the user's positive perception of the page. This refers to navigation elements, social network buttons, order form, etc. The user must immediately clearly understand which content on the page is main and which is additional.
- Used fonts, illustrations, background, etc. - all this should emphasize profitable "to represent" the main content of the page.
- Advertising, if it is present, should not distract the user from the main content for this page.
Beauty is a thing with many interpretations, so perhaps the best solution would be to consider that beautiful design is a synonym for design that simply does not prevent the user from perceiving information on the site.
If you needed a recipe for creating the worst site in the world, we could give this:
- Create as many different elements for a web page as you can think of.
- Arrange all these elements in random order.
- As a background, use ... but at least pink roses on a pink background.
- Do without navigation elements.
- Do not forget about the GIF-animation and images, little related to the theme of the web page - there should be a lot of this kindness.
Question 2. Do users accurately perceive it as useful and convenient, what do you think are those?
It happens like this: you honestly strive to create an extremely convenient and useful site for users, but you notice that from the point of view of search engine optimization, not all of your features, discoveries, ideas give the result you expected. In this situation, one could draw the wrong conclusion: what is good for Internet users is bad for search engines. This is not true. User satisfaction is fundamental to search engines, and in order to generate a search in which there are useful and user-friendly pages, and behavioral ranking factors exist.
Most likely, in this case you should ask another question: is it exactly good for our audience that we consider good? For example: Is the acid callback button on the callback order not exactly annoying your customers? Or: is it convenient for people to fill out a call order form, which contains more than three fields? For example, such:
The easiest and most effective way to check if your users are comfortable with what you themselves see convenient is to conduct A / V testing.
Question 3. And what does the phrase "need to save user time" mean in general?
There is a stereotype: the time of the user needs to be saved - perhaps, but you should not understand it too literally. Some, unconditionally believing in this statement, believe that people coming to their site view only those elements and content that are at the top of the screen, that their audience does not like scrolling, because this is “time consuming”. This belief gives rise to the desire to place all the elements as close as possible to the cap. Hence the feeling of an overloaded page.
Studies show that modern Internet users have no dislike for scrolling. Facing interesting content, they browse the whole page, scroll it to the very end.
If the user came to your site and stayed, it means that he is ready to spend time studying the information that he needs. Do not try to artificially shove all the important elements closer to the cap, and all the basic textual information - in the first three phrases. Do not think that the Internet user is a nervous type that cannot read to the end of any text. If he found time to search the Internet for information, then he will have the patience to read it to the end. Naturally, if it will be useful to him.
We hope you did the same as the above-mentioned abstract Internet user - that is, you have read this page to the end and spent your time with benefit.