Test websites for optimum usability

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 04, 2021, 3:24 AM GMT+0

Brands must focus on making websites user friendly to boost conversion rates and prolong website visits. 

Businesses must test a site’s usability and accessibility. Test the theoretical usability of a website in the site development phase itself with methods like paper prototyping, A/B testing and more. Use surveys and focus groups to gather customer feedback on website functionality.

Further, a five-second usability test helps determine what site elements caught a first-time site visitor’s attention in the first five seconds. This lets marketers gather feedback on a site’s web design and functionality.

Methods like click-tracking and eye-tracking help identify parts of a website that most attracted users’ attention. These insights allow brands to better measure the effectiveness of CTAs, fonts and button placements among other features.

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