Wofür brauchen wir Usability Test?

When you have a website developed or already have one, you want users to enjoy using it and ultimately place orders. But what makes the user stay on your site or leave it to the competition? Of course, there are many factors that make people stay on your website, but one of the most important is usability. In this article, we explain what usability is, what it consists of and how to conduct online usability tests.In general, usability is a measure of how easy or difficult it is for a person to use a website or product in a given context. When the user is confronted with an interface - be it an application, a website or even a physical product - it is important that they can use it fluidly, intuitively and without external help.In the digital world, the usability of a website is essential for one very simple reason: survival. How many websites selling trainers can you find in a simple Google search? Hundreds? Thousands? For this reason, if the user has difficulty using your website, they will move on to the competition in just a few seconds. They don't have time to read a manual on how to navigate your website. Quite simply, if it's difficult, they go to the others.

Important aspects of user-friendliness

Visibility

Do not leave your user without information. Let the user know what is happening on your website (updates, feedback, etc.) So try to analyse the main points, such as:

• Do you have a 404 error page?
• Does every action taken have clear and visible feedback?
• Do the links work and do they point to the right pages?

Compatibility with the real world

Your website should reflect the real world for your audience, with realistic images and with the same language, meaning don't use jargon or terms with very specific knowledge.

• Does the communication style of the website correspond to that of your user?
• Does your website look like the world your users live in?
• Do the nomenclatures used correspond to what your audience understands?

User control and freedom

As much as you want the user to do something specific, e.g. buy something, they must also have the freedom to leave, cancel, undo or edit anything they want. You must offer and display an action, but the buyer must have complete control and freedom of choice. Therefore, check whether:

• Does your website have a functioning breadcrumb (page navigation)?
• Do you have a "back" option or other links within internal pages?

Consistency and standardisation

It is important to be consistent on all pages of the website and to have a uniform standard. Do not display different actions with the same meaning. Therefore, analyse these points on your website:

• Do all pages have the same visual pattern?
• Do all actions have their meaning (text and/or symbol) and correct links?

Error avoidance

Preventing them is better than a good error message. Be careful with your website and pay attention to details.

• Are all connections and forwarding working?
• If there is an important action like "delete something", ask the user if they are "sure" what they want to do? - Don't let the user do something "unintentionally".
• Do you give the user the option to undo any action they may have inadvertently performed?

Aesthetics and minimalist design

Your website design must be purpose-orientated and suitable for your audience. Nothing more and nothing less. If you have doubts about an element, don't say it or don't do it. Show what is needed and you will get a lot more results.

• Is the purpose of your website clear?
• Are the texts factual and clear?
• Does the image match your audience and does it not detract from the information?

Recognise errors

It is not enough to simply prevent errors, as we have seen above. The error messages must be clear so that people understand what has happened and also know what the solution is.

• Do you show the user why the error has occurred?
• Are the error messages clear?
• Do you provide a solution for each error found?

Efficiency and flexibility

In general, there are amateurs and advanced users on the internet. So think through the best and worst case scenarios to ensure that all users have a good user experience. After all, your online shop is just one and needs to communicate with everyone. It also needs to be efficient.

How can you analyse the user-friendliness of a website?

And the answer couldn't be easier: let an online shop agency carry out usability tests!

Usability testing is a tool where basically the website is presented to a user to complete a series of predetermined tasks:

• Understanding user behaviour
• Analyse possible usability errors
• Discover opportunities for improvement

At first glance, it may seem that usability tests should only be used when the website is ready. But make no mistake. In fact, this method should be carried out several times throughout product development, alongside the other software tests. This way, errors are recognised and corrected in advance.

The usability analysis of your online shop is essential to make the user's life easier and to make your website more accessible and enjoyable. As a result, your sales and/or services will naturally increase considerably as customers will favour your online shop over others. The way to achieve this upgrade in your system undoubtedly involves website usability testing, and it is an investment that is certainly feasible.

Our e-commerce agency Kenner Soft Services GmbH has been dealing with various e-commerce software solutions for years and carries out usability tests of online shops, both during development and separately on request. In the following we offer our customers various services to improve the usability of online shops according to the results of the analyses. We are happy to advise you on all these issues and offer the best solutions.