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What to Include in a Usability Study

Posted by ivy on Sept. 23, 2010

The Fusionbox Usability Study & Site Audit is designed to look at all aspects of a site to evaluate whether or not it is an effective marketing tool.  The study will include actionable steps to improve usability and effectiveness in the following areas:

  • General Usability
    • Are general usability best practices employed throughout the site?  For example:
    • Buttons look like buttons
    • Links look like links
    • Documents open in a separate window
    • Important information is displayed above the fold
    • Adequate font size
    • Is the site generally easy to use and navigate?
    • Are content items displayed as expected?
    • Are action items displayed in prominent positions?
    • Is the site deep?  Does it allow users to dig deeper to find more detailed, longer content?
    • Does the site display the same way in all browsers?
       
  • Design Look & Feel
    • Does the design appeal to the target audience?
    • Is it modern or contemporary?
    • Is the layout acceptable?
    • Does the size of the site accommodate most users?
       
  • Navigation
    • Is the site easy-to-navigate?
    • Is the navigation placed where users expect it?
    • Can users self-orient?  Do they know where they are and how they can get back to where they were?
    • Do key user paths use the fewest clicks?
  • Content
    • Is the content web-friendly?
    • Does it speak to the target audiences?
    • Is it easy to scan?
    • Are calls-to-action employed throughout?
    • Can users easily understand who you are and what you do?
    • Is there a variety of compelling content?  Video, images, text, etc.?
    • Does content change often?  Does it compel users to visit again and again?
       
  • SEO-Friendliness
    • Are keywords used in the written content?
    • Has the metadata been implemented correctly?
    • Are keywords placed in the right places within content?
    • Is the code SEO-friendly?
    • Are there in-bound links to the site?
       
  • Lead Generation
    • Is there a lead generation program?
    • Is it easy to use?
    • Does it collect the right information?
    • Are the offers compelling?
       
  • E-commerce
    • Is it easy to find products?
    • Is pricing clear and accessible?
    • Are product descriptions easy to understand?
    • Is the checkout process seamless?
    • Does the user understand where they are in the checkout process?
    • Are users abandoning the checkout process?  Where?  Why?
       
  • Interactivity
    • Does the site include ways for the audience to engage with the site?
    • Can users easily share the site by email, print, or on social networks?
    • Are there multiple ways to receive updated information?  Email, social media, RSS Feeds, etc.?