Web usability, user-centered design standards and SEO:

Key competitive advantages

Autores: Alfonso de la Nuez, Socio Director General

29/04/08

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Overview

How does the end user really behave? What do users really want from a website?

What is usability, accesibility and user-centered design

Judging a ‘successful website’

How to design a user-centered website: Usability Testing

Usability vs Marketing, SEO Where is the relationship, benefits of each?

Case studies

So we want users to…

• become clients, • to book a hotel room online, • to book a flight, • to make a bank transaction…

We then spend a lot of money into a website construction and into Marketing…

OF COURSE!

And… what is the result?

Video 1

Frustration…

Video 2

Vueling.com

Video 1

Solmelia.com Video 3

Cajalaboral.com

How does the end user really behave? What do users really want from a website?

Some general conclusions about users’ online

behaviour…

Less capable than say or think Make mistakes, is confused often Highly impacient ‘Scan’ rather than read Uncomfortable with clutterness, prefers

simplicity Do not recognize what is a link and what is not …

“After many web designs and user tests, what strikes me the most is the difference between how WE think users behave and how they REALLY end up behaving”

Steve Krug, “Don’t Make Me Think”

So what do users REALLY expect and what to get from a website?

Convenience, ease of use

Confidence, trust, reliability

Good, quality content

Speed and agility

Organization, structure, coherence

PersonalizationFuente: Accenture

What is web usability, accesibility and user-centered design

Informally speaking: capacity to easily and intuitively use and interact with the web

Formally speaking: the degree of effectiveness, efficiency and satisfaction with which a website allows specific users to meet specific objectives in a specific context of use

What is web usability, accesibility and user-centered design

Allows disabled users to interact with a website in an effective and efficient way

However, also brings great benefits to non-disabled users! (Google is like a blind user)

What is web usability, accesibility and user-centered design

Design for the end user, no more no less

Judging a ‘successful website’

A website can be considered successful if it helps users meet their goals and

objectives in an effective and efficient way.

Ok… now how do I measure this?

How to design a user-centered website: Usability Testing

How to design a user-centered website: Usability Testing

Usability vs Marketing, SEO Relationship, benefits of each

Marketing and SEO drive traffic

But what do we really want: Traffic or sales?

Good usability completes de process improves converstion rates

Good usability makes MKT campaigns (including SEO) more efficient

Usability vs Marketing, SEO Relationship, benefits of each

Let’s see some stats from the travel market: 35% of users abandon the site due to usability

problems

68% had problems when searching for a holiday package

90% highlight ease of use as key factor

Usability vs Marketing, SEO Relationship, benefits of each

Some other interesting stats:

Up to 70M€ in ‘silence losses’ during the 01 holiday season alone

Up to 50% of users abandoned while trying to complete a purchase process, due to usability problems

Benefits of usability

ROI from usability projects = 1€ / 10 to 100€

Increased business ratios

Increased productivity

Decreasing costs

Increased conversion rates

Increased customer satisfaction, loyalty

Decreased training time

Good usability = ^ Profitability

Case studies

• Increased search effectiveness, from 62% to 98%• 95% increased income

• Decreased drop-out ratio in the purchase process, from 81% to 63%.• 95% increased income

• Increased traffic by 120% • 400% increased income

• Increased client repeated visits by 67%, traffic by 80%• 491% increased sales (in the next quarter after site redesign)

Source:

• 134% average annual increased income• (Millions of €)

0,4 1,13,7

9,5

26,7

47,0

69,8

1999 2000 2001 2002 2003 2004 2005

User-centered website redesign

End

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+34.93.414.75.54

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