The expression, website usability, has been around for quite a few years, and yet it is something that seems to be hardly talked about in the more heavily trafficked marketing forums. We find that just incredible since it really is talking about optimization of all elements of a commercial site. If your site is not so “usable,” then basically people will not want to use it – which means stay there, or return – meaning not very sticky. We all want our visitors and readers to return to our sites. You must have a clear picture of what your visitors are doing as soon as they land on your website.

There is generally one approach to monitoring our visitors, and that is through a good tracking program. That is all we are able to do, for the most part, and then we analyze and make our most educated guess, often times, as to what the issue may be. But even though that is a relatively crude approach, there really isn’t much more we can do. You are able to find free and paid for scripts as well as feature rich and very simple ones. Using such a script will enable you to see the end result of what your visitors are doing. You will want to know the how, where and when of traffic flow in addition to time spent on each page. The best scripts will not leave you guessing about visitor behavior on your site.

You realize the value of optimization for conversions, and that is all this is about. All businesses on the web need the highest conversion rates regardless of what is truly being converted. When you are ready to make changes on your site, then you need to perform testing. As you may possibly know, there is simple A/B split testing and also Taguchi multivariate testing. Split testing is the simplest and easier than Taguchi multivariate testing. Where you begin and what you test is up to you, and there are typical items that people tend to test, too. However, if you are tracking and discover visitors are always exiting on the same page, then that is a huge clue that something on that page is inducing them to leave. The smart approach to optimization and testing is to discover where your site is poor so you can fix it.

When you work to increase usability and performance, you must realize that it is a time-consuming process. Once you have been through the process, you will have learned a lot plus make more money. You will understand and appreciate it much more when you see what’s possible. The end game is greater success and continual business growth.

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1/28/2011

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