Tuesday, May 01, 2007

Five reasons why you should embrace Usability

Benefits of usability ...

"An investment in usability - optimising the user experience on your website - is a smart move to make, as outlined in our new Usability Business Case report.

Whether you hire a usability agency to look at your website's usability, or choose to undertake usability studies in-house, enhancing your site can deliver a massive return on investment.

1. You seriously can’t afford not to
Repeat: you cannot afford to ignore the user experience. Especially if you sell online. Or if you can afford to then you aren’t optimising your business performance. It’s that simple.

2. User experience can be more important then brand and price
It can be argued that the user experience is more important than both brand and price. What use is a brand like Gap when there is no on-site search tool on Gap.com?

3, What use is discounting prices when your checkout process is poor and haemorrhages prospective buyers? Conversely, a startup with no known brand and average prices can get on the map by being more user-friendly than established competition.

4. Gain the competitive advantage
There is a bigger picture here: a higher than average conversion rate will ultimately help you to outbid competitors on Google Adwords.

Usability studies can help you convert as many prospective customers as possible. Again, with Google Adwords in mind, if you are paying to attract these prospects then it becomes even more important to realize a return on your (paid search) investment.

Likewise, if your site converts well, then affiliates will like sending traffic to your site as the earnings per click (EPC) they get from you (how much money they make on average per referral they send you) will be better than your competition."    (Continued via E-consultancy)    [Usability Resources]

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