1. Web Usability
Ivan Dulnyavka
ivand@devcom.com

2. Audience
Website owners
Web developers
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3. Contents
1. What & Why?
2. Statistics
3. Web Usability
4. Mobile Web Usability
5. Useful links
6. Q&A
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4. 1. What & Why?
What is usability?
Usability is the ease of use and learnability
of a human-made object.
Wikipedia
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5. 1. What & Why?
Why it’s so important?
$
Online shops lose ~50% of customers who just cannot
find a product
~40% of customers never visit a website where they
have experienced inconvenience or even frustration.
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6. 1. What & Why?
What can we do?
$
Spending 10% of your development budget on usability
should improve your conversion rate by 83%.
Jakob Nielsen, 2008
Each $1 invested in usability returns $10-100!
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7. 1. What & Why?
$
Website success is:
B=V×C×L
B = amount of business done by the site
V = unique visitors coming to the site
C = conversion rate (the percentage of visitors who become customers)
L = loyalty rate (the degree to which customers return to conduct repeat business)
2000 – 2010 was the conversion decade,
2010 – 2020 will be the loyalty decade.
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8. 2. Statistics
8 Source: Web Designer Online

9. 2. Statistics
9 Source: Web Designer Online

10. 2. Statistics
10 Source: Web Designer Online

11. 2. Statistics
11 Source: Web Designer Online

12. 2. Statistics
12 Source: Web Designer Online

13. 3. Web Usability
What is
usability?
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14. 3. Web Usability
5 Usability Components
1. Learnability
2. Efficiency
3. Memorability
4. Errors
5. Satisfaction
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15. 3. Web Usability
€
Good usability:
• Increased users conversion and loyalty (=sales)
Bad usability:
• If user starts thinking he'll leave the site
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16. 3. Web Usability
How to build
site with good
usability?
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17. 3. Web Usability
Define the target
Who is this for?
Design
Build
Test
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18. 3. Web Usability
25-point Checklist
Accessibility Rating Comments
1. Site load‐time is reasonable
2. Adequate text‐to‐background contrast
3. Font size/spacing is easy to read
4. Flash & add‐ons are used sparingly
5. Images have appropriate ALT tags
6. Site has custom not‐found/404 page
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19. 3. Web Usability
25-point Checklist
Identity
7. Company logo is prominently placed
8. Tagline makes company’s purpose clear
9. Home‐page is digestible in 5 seconds
10. Clear path to company information
11. Clear path to contact information
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20. 3. Web Usability
25-point Checklist
Navigation
12. Main navigation is easily identifiable
13. Navigation labels are clear & concise
14. Number of buttons/links is reasonable
15. Company logo is linked to home‐page
16. Links are consistent & easy to identify
17. Site search is easy to access
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21. 3. Web Usability
25-point Checklist
Content
18. Major headings are clear & descriptive
19. Critical content is above the “fold”
20. Styles & colors are consistent
21. Emphasis (bold, etc.) is used sparingly
22. Ads & pop‐ups are unobtrusive
23. Main copy is concise & explanatory
24. URLs are meaningful & user‐friendly
25. HTML page titles are explanatory
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22. Good
Home page
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23. Bad
Home page
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24. Good
Category
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25. Bad
Category
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26. Good
Product
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27. Bad
Product
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28. Bad
Mixed content
Missing headers
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29. Bad
Overcomplicated
Menu
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30. 3. Web Usability
Need more speed?
Choose image type to use!
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31. 3. Web Usability
If something went wrong...
Don’t do this:
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32. 4. Mobile Web Usability
The basics
• Reduce the amount of content
• Single column layouts work best
• Present that navigation differently
• Minimise text entry
• Decide whether you need more than 1 mobile site
• Design for touchscreen and non-touchscreen users
• Take advantage of inbuilt functionality
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33. 4. Mobile Web Usability
Mobile Web = Small screen
vs
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34. 5. Useful links
• Global mobile statistics 2011
• Jakob Nielsen's Alertbox
• Стив Круг. Веб-дизайн: или `не заставляйте меня думать!`
Don't Make Me Think: A Common Sense Approach to Web Usability
• Якоб Нильсен. Веб-дизайн
Designing Web Usability. The Practice of Simplicity
• 25‐point Website Usability Checklist
• 113 правил Usability
• 22 Essential Tools for Testing Your Website’s Usability
• Google Page Speed Online
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35. 6. Q&A
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36. Contact :
ivand@devcom.com