When it comes to web design for a business, there are plenty of ways to get the attention of your target demographic. However, it’s a good idea not to get too carried away, especially for newer businesses trying to keep things afloat in a competitive industry.
It’s understandable to use as many features as possible to attract a crowd, but it can often lead to big issues down the line. So instead of looking into as many features as possible, focus on a single one — specifically, usability. Here are some reasons why usability should be the fundamental parameter to measure your website’s success chances.
- Online users expect convenience and accessibility
It comes as no surprise that most online users expect a company website to be as convenient and accessible as possible. After all, the top businesses around have already set the example, creating fantastic websites that people have come to expect as the norm.
If you want to ensure that people take the time to look around your website and don’t just leave as soon as they enter, it’s a good idea to tackle convenience and accessibility as top priorities. It’s the reason why WordPress accessibility plugins are so popular, as company owners are coming to realize just how crucial it is to improve website usability.
- The most popular search engine prioritizes usability
You’ve likely already heard about Google’s Page Experience Update, which prioritizes user experience (UX) when it comes to gaining an advantage on the search engine results page (SERP). Naturally, companies that didn’t prioritize UX scrambled to build their website the proper way, while those who already took the time to make their website accessible reaped the rewards.
Typically, the Google search algorithm’s parameters as a whole are unknowable, though Google will at times deliver updates that offer clues about how to get the attention of the algorithm. In this case, the Page Experience Update shows just how crucial it is to prioritize usability, especially when a significant portion of online users have visual or auditory disabilities.
- It improves the overall conversion rate
In getting the attention of online users, a business website has to catch their attention as soon as they enter the site. No matter how excellent the marketing strategy, if the landing page isn’t up to par, everything else falls apart. A high bounce/abandonment rate will result in low sales, even if web traffic is increased due to the marketing strategy.
Fortunately, a push toward usability improves the conversion rate, as it gives people more of a reason to trust your business. As stated above, many users have disabilities that make it more challenging to use the internet or smart devices. Websites that try to make the process easier tend to improve the overall conversion rate as a result.
The fantastic thing about usability is your business benefits on every front. You don’t necessarily have to work harder to succeed; all you have to do is follow the necessary tips and utilize plugins that improve usability and accessibility.
