How to Analyze Website Usability?

What Metrics Are Collected to Analyze Website Usability?

• Number of Pages Viewed Per Visit

This metric clearly demonstrates the effectiveness of the visitor interaction process with the site. If visitors are leaving the site before making the required number of transitions, it's a bad sign. This may indicate issues with the credibility of the resource and difficulties with navigation.

• Website Loading Time

Visitors of your site will not wait long for it to load, with a long load time, they will just leave it. Even if the user doesn't close your slow site immediately, his or her experience of interacting with your resource has begun with dissatisfaction, which is pretty bad.

• Session Duration

The time spent by the user on the pages of the website is an important metric. To increase the session duration, you need to direct more traffic to the pages with the best conversion rates. Ineffective pages should be improved, or at the very least, removed. If the duration of the session is low, you should also analyze a site for mobile usability because it is possible that the mobile version of the site is done worse than the desktop version.

• Bounce Rate

To correctly assess the effectiveness of a website, web experts must evaluate the duration of the visitors' session in Google Analytics. The bounce rate is a benchmark of whether a visitor has made a meaningful interaction with your site.

• Product Page Conversion Rate

Web specialists measure the effectiveness of product page conversion rate using Google Analytics. Usually, the best conversion rate for product pages with a detailed, interesting and unique product description. After all, before deciding to buy a product, users should first read a detailed description of this product.

• Navigation

Navigation should be structured and help visitors find the information they need, but not confuse them. When developing the UX, designers should ensure that visitors are comfortable to find the information they require on the site.

Methods for Analyzing the Usability of the Site

• Hallway Usability Testing

The respondent performs the task on the computer, which he receives from the moderator. It uses special software with equipment for recording sessions. Testing can take place either in an equipped laboratory or as observation of the user at his workplace.

• Expert Evaluation

Specially hired experts evaluate the usability of the site according to a previously defined scenario. Once testing is complete, experts point out usability issues and make a list of recommendations.

• A/B Testing

This type of testing is an applied marketing ploy that can lead to higher conversions. It is a simple method of determining the most effective web page (or its individual element) from the two options offered to users.