Your Competitor is Just a Click Away ... The Importance of Usability

In these days of cyber speed multi tasking, online businesses have but seconds to capture the attention of a potential customer.  Competitors are a simple click back to the search results. Your online presence must instill confidence and make it easy for the user to get what they need, quickly. Does your website instill confidence in a new visitor by providing an intuitive experience or do they keep clicking, confused and more frustrated by the minute?

Usability is the practice of making the experience of transacting with your business or product simple and intuitive for users. By optimizing the usability of your website, you let the user focus on the task, rather than the tool. Creating a good user experience will keep visitors on your website and encourage them to return and tell others about your business. Your fonts, colors, design, and navigation are all relevant to improving your website's usability.

Fonts

• Use clean, san serif fonts that are highly readable
• Avoid script fonts unless you are in a graphic-related field
• Use larger fonts for headlines and more important points
• Don't use underlined font unless it's a live link
• Use a consistent font style throughout your site    

Layout and Design

• Put the most important content on your home page
• Include graphical elements to keep the user's interest
• Stick with a color scheme for all page elements including graphics
• Color preferences vary by demographic group: know your target audience
• Be sure your color choices are readable for users with color blindness   

Navigation

• Choose a standard navigation layout across the top or down the left side
• Use a consistent navigation scheme throughout your site
• Have no more than 5-8 tabs; use sub-menus for more detailed information
• Locate commonly used elements in customary places on your website
• Guide customers by providing visual cues like 'You are here' indicators and breadcrumbs 

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When selling online, your site needs to instill confidence in users. Show credibility so that the customer is not hesitant to purchase from you.  Using security and trust signals can provide the user with the confidence to click Submit. 

Consider the following: