Hello! In the first part of the article, we looked at how to work incorrectly with metadata and content, which can harm the site’s rankings. Today we focus on usability errors. Usability is an indicator of the convenience and ease of use of a site, which directly depends on its structure. A well-organized website allows the user to quickly find the information they need. Poor usability increases bounce rates and reduces the time the user spends on the site. You should not assume that you can improve your search engine rankings only through content promotion. This is not true. Usability audit and bug fixes are the most important stage of any SEO strategy. Promoting a website with poor usability is a waste of time. So let's take a look at our example site.
Audit of the first screen of the site
The first screen of a website is the first thing a user sees when visiting a resource. This is where acquaintance with the site begins, and it is on the first screen that it is decided whether the visitor will stay. Here is an example of the first screen: To immediately understand what the site is about, the first screen should present the company's products or services. In our example, the header has a slider with product images, which is already a good sign. However, it's worth noting that dynamic elements on the first screen can reduce conversion rates. Next, so that the user understands that he has entered the online store, you need to display the cart on the first screen. In our example, the basket is not obvious, which makes orientation difficult. It is also important that contact numbers with the ability to quickly call are indicated in the upper right corner - this is a good approach. But it would be better to place the store address next to the phone numbers so that the user does not have to look for it in the “Contacts” section. It is unclear why there are social media buttons on the main page. Do you often share links to the main pages of online stores? Site navigation audit
Site navigation should be intuitive. The user should easily understand where he needs to click to get the information he needs. In our case, the menu is presented in three blocks - horizontal and two vertical. Some sections duplicate each other, which leads to scattered attention. Navigation is too confusing. To improve navigation, it is necessary to structure the menu. Primary products or services should be visible, and secondary ones should be in additional sections. For example, if the main service is the sale of curtains, then additional services, such as sewing and measuring, should be located separately. This will help avoid overloading the user with information and simplify SEO promotion. The Useful section looks unclear. It is necessary to rethink its title and content. Such a section can be useful in the form of a blog that provides advice on choosing curtains and other products, with up-to-date information that will be of interest to users. Menu structuring depending on the frequency of requests
From an SEO perspective, the menu should be structured based on search volume. For example, if “Roman blinds” are in higher demand than “living room curtains,” then these categories should be more prominent on the menu. Breadcrumbs are another important navigation element. They help the user understand where they are on the site and easily return to previous pages. In our example, the breadcrumbs do not contain a Home section, which reduces usability. Usability analysis using web analytics systems
Web analytics systems provide information about which parts of the site are most popular with users and which remain unnoticed. This allows you to adjust the site, improving its structure and convenience for visitors. A scroll map helps you understand which parts of the page are not attracting users' attention. In our case, the bottom of the page with a lot of text is not interesting to visitors, which may mean we need to reduce the text and add more products. The heatmap shows which sections of the site attract the most attention. In our example, the “Services” sections and the tag cloud block are not popular, suggesting that users prefer to search for products rather than services. Usability audit of the shopping cart
The shopping cart is one of the most important elements of an online store. It should be simple and understandable. For example, if an item can be added to cart, this implies that it is in stock. However, it is not always clear what you need to click to place an order. To improve usability, you need to leave one “Checkout” button located next to the cart table. Feedback form audit
The feedback form on the website should be as user-friendly as possible. In our case, the form looks outdated. Instead of the wording “Send us a question,” you need to use more motivating calls, such as “Get a consultation” or “Learn more.” It is also worth simplifying the form by asking only for a name and contact phone number. So, the usability of this site requires significant improvements. Until these problems are eliminated, it makes no sense to talk about full-fledged SEO promotion. Do you have doubts about the usability of your website? Order an SEO audit, and we will offer optimal solutions to improve its performance and promotion. If you have questions, you can contact the SEO studio "SEO COMPUTER" by email info@seo.computer. id 3051
