Web usability, user-centered design standards and SEO: Key competitive advantages Autores: Alfonso...
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Web usability, user-centered design standards and SEO:
Key competitive advantages
Autores: Alfonso de la Nuez, Socio Director General
29/04/08
Members of
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
Thank you very much for your attention!www.xperienceconsulting.com
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