Usability analysis of a website: an interesting case

Today I want to share a practical example to show what results can be obtained after conducting a usability audit of a website. We will analyze the work process and the result that was achieved.

Problem

The client had few requests from the website for the company's main service. Users visited the page but did not complete an application.

Solution

The task can be divided into three stages: conducting a usability audit of the site, performing work to update the page, as well as collecting and analyzing data.

Here is the sequence of actions:

• A usability analysis of the page was carried out;
• Competitors' pages were studied;
• A ready-made technical specification for changes on the website has been generated (for the technical department);
• A prototype of a new page has been created;
• Missing content requested;
• The site has been handed over to designers, layout designers, and programmers.

After the updated page was posted on the site, I A/B tested the old and new versions. However, the client insisted on implementing the new page without waiting for test results. However, I still compared the data before and after the audit in the analytics system.

Results

Google Analytics was chosen as the main analytics system, which was conveniently integrated with an A/B testing tool.

Briefly, the results are as follows:

• Bounce rate decreased by 15%;
• The average duration of a page view increased by 190% (almost 3 times);
• Exit rate increased by 32% (users ended their session on this page).

It is important to note the following:

• The percentage of exits has increased, which is not always a positive indicator. However, if we take into account business indicators (an increase in the number of applications), we can conclude that users found all the necessary information and either immediately left the site, or left an application and then left.
• The time on the site has increased. This happened thanks to the addition of new content: photos, portfolios, customer stories and reviews. This has had a positive impact on the user experience, as can be seen from the increase in the number of applications.

The client was satisfied. The advertising budget was justified and even increased. Subsequently, all service pages were redesigned using a new template. Thus, with the help of usability analysis, we were able to significantly increase the effectiveness of the site.

A website usability audit is an analysis that identifies errors on a website and makes recommendations for eliminating them. This process helps you understand what's wrong with your site and how you can fix it. After the audit, it is necessary to carry out work to correct errors.

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