When it comes to designing your company's website it's all too easy to get tied up in glossy images, fancy fonts and ensuring that it sells an image of top-notch quality to visitors. However, it's surprising just how easily the factor of usability falls by the wayside. Yet it is usability that lies at the very core of UX and it must be taken into account to ensure your visitors come back for more.
So, what is usability? There have been several definitions over the years. Once upon a time UX and design and usability were used interchangeably; now it is generally thought that though usability lies at the heart of UX, it is not the entirety of the experience. To focus on usability, you must peer at your site through the eyes of your target user, assessing how effective it might be and how much satisfaction or frustration they might have when navigating it.
First contact - When a user clicks onto your website, is it easy to understand and clear to navigate or does it take some deciphering or explaining? In order to minimise bounce rate, ensure your site encourages familiarity from the offset with ease of navigation.
Seamlessness - Consider the goals of your user. If their objective is to book a hire car or lock down a flight, how clear is the sequence of actions leading to this goal? A website with good usability will guide visitors straight to their final goal with ease. Lots of navigating away from your site to third parties simply offers more chances for customers to abandon their journey.
Return visitors - Ensure the usability of your site sticks in the mind so that return visitors remember exactly what they are dealing with. Research from Expedia revealed that travel consumers visit an average of 38 websites before making a booking - if yours isn't one of the easiest to use, expect to lose out to the competition.
Design - Fonts that are easy to read and contrast with the background, clear branding, text in manageable chunks and, of course, sparkling content are all key design elements which contribute to overall usability.
How Digital Trip can help
We know travel websites like the back of our hands and know exactly how to use design, layout and the usability factor to promote your business. However, launching a client's website is just the start - we offer in-depth training after the launch. For more details: