Basic rules of good usability of a site Basic rules of good usability of a site

Basic rules of good usability of a site

Often owners of the websites face a problem - target traffic is not converted into a client, that is, visitors of a site do not become buyers. At the same time, the site can be with beautiful and unique design, interesting content and so on. The reason may be hidden in poor usability - the site is simply inconvenient to use. Usability is an indicator of simplicity and convenience of website use. Let's look at what basic principles underlie good usability.

Principle 1 - is A Logical structure

The most basic principle of good usability is a simple and understandable structure, which literally leads the visitor to his goal, whether it is to search for the required section, information or to leave the application.

Principle 2 - Easy navigation

All sections of the site must be fixed in the top menu. The user should easily return from any page of the site to the main page.

For e-commerce, catalog sites and other Internet resources with a lot of information, it is very important to have a search string and a convenient, multifunctional filter.

Information sections, such as “Articles” and “our Works,” must contain “breadcrumbs” elements that help to move within a section.

Principle 3 - Space

The interface should “breathe” rather than being cluttered with unnecessary elements, buttons, endless banners, and feedback forms. Such a site, causes a desire to close it as soon as possible, not to mention conversions.

Principle 4 - Text

Another important principle that follows from the previous one is the qualitative formatting of the text. It is important to observe the line spacing so that the text can be read quickly and easily. Make text titles and subheadings, highlight important information, and use numbered and bulleted lists.

Principle 5 - Download Speed

One of the most important principles of good usability.

You can invest as much as you like in design, content, and advertising, only what kind of impact if the site is loaded for 30 seconds.

In addition to the annoying factor, this negatively affects SEO, because search engines take into account the speed of loading pages when ranking (sorting in the search engine).

Principle 6 - Adaptability

If your site is "normally visible" only from a computer and Iphone 10 , we have bad news for you. Ideally for phones, the site should have a mobile version and be adapted for tablets.

How to test usability?

Gather the focus group

Who, but the target audience, will answer you how convenient the interface you have created. For best performance, we recommend testing according to pre-prepared scenarios and evaluation criteria.

The user scenario is a good example of how the user achieves his or her goal on the site, whether it is ordering plane tickets, buying a fitness subscription or signing an annual magazine subscription. That is, which specific sections user visits and which functional elements he uses. User scripts should be worked out BEFORE a site is launched.

Look for answers in metrics

Web analytics services such as Yandex.Metrika and Google Analytics allow you to track the entire user's path on the site, from login to conversion. To understand at what stage visitors leave, that they stop in making conversion. Yandex.Metrics has a unique "WebVisor" tool that records all visitor actions in video format.


Good usability is a pledge of satisfied clients. Do not ignore these simple rules if you want to return to your site again and again.