Conversion boost: Usability pays off
Making your site more user friendly can give a pretty powerful bang for your buck, says a new report by one of the Web's most famous gurus Jakob Nielsen.
Six years ago, the average improvement in key performance indicators (things like conversions, traffic, etc.) was 135%.
These days, the results aren't as high. But they still pack a punch.
Today the average improvement is 83%.
Don't know about you, but I wouldn't say no to that.
What is usability? And why does it make a difference?
"Usability is a necessary condition for survival.
If a website is difficult to use, people leave.
If the homepage fails to clearly state what a company offers and what users can do on the site, people leave.
If users get lost on a website, they leave.
If a web site's information is hard to read or doesn't answer users' key questions, they leave," says Nielsen.
And when prospects say adios, chances are you'll have plenty of rivals out there willing to roll out the welcome Web mat.
He says general improvements in usability have contributed to a doubling in the average conversion rate to about 2%.
You can read more about this interesting report in our print publication, The Internet Marketing Report.
Nielsen's Usability 101 is also available online at http://www.useit.com/alertbox/20030825.html
His new report is available at http://www.useit.com/alertbox/roi.html