One of the tools that I have always used in any project that has been presented to me, is the . It is a simple but effective list of usability basics, which we cannot ignore, and which must be solved before starting to work with the promotion of the web.
The points are grouped by 4 basic sections: Accessibility, identity, navigation Y contents. Let’s see and analyze each of them in depth:
1. Accessibility
In this section we must take into account anything that may cause a user to not be able to access information on the page. It is about what it is, either because the web does not load, that the text is too small, or because you use a browser for which we have not optimized.
1.1 – The loading time is reasonable
I have already discussed this point on many occasions. The loading speed not only improves our natural positioning, but also improves the user experience. The user is used to fast pages, and has less and less patience. Any page should load in less than two seconds.
1.2 – Contrast of the text with the background
Design is often at odds with usability. Light gray background on dark gray text may be very pretty, but it will blind users. Also, each monitor and each computer displays colors differently. Do not play it, and use high contrasts, if possible black on white.
1.3 – Size and spacing between characters
Size Matters. Or at least the source. Letters that are too small or together produce frustration and abandonment. The same with the spacing between lines. A double spacing is not necessary as if it were a school project, but enough to improve the user experience.
1.4 – Flash
Nobody waits a minute to load a website. In fact, anything that goes past two seconds is bad, and no one expects more than 10. So it’s not a good option to opt for a website made entirely in flash, no matter how fantastic the result may be. If you want to do something in flash, let it be sporadic and only in some points of the web.
1.5 – ALT tag
Not only for SEO, but also for blind users. The correct use of ALT tags is more than proven to achieve good results.
1.6 – Custom 404 page
The 404 error page that exists by default must be changed to a personalized one, indicating that the page cannot be found, and with links to the main web pages, as well as a search engine, to guide the user and not lose it.
2. Identity
A key question that a user asks when he arrives at a website is “Who are these people?” And it is important to answer that question, because if that information does not appear, the user may suspect the credibility of the company, especially if he is interested in purchasing an item.
2.1 – Logo
People want to see the company logo on the top left. That is what they expect, and that is what they should be given, at least in most cases (there are always exceptions). In fact, they expect to click on that logo to go to the home page. So let’s give them what they want.
2.2 – What we do
Surely we are very clear about what our company does. And surely we know it so much that we take it for granted. And sometimes we don’t even say it. The user must be clear about what we do, reading the initial page. Let’s not take anything for granted.
2.3 – Digest the Homepage in 5 seconds
Some say 2, some say 7, some say 5. What is clear is that the user must be able to “digest” the home page of the web in a short period of time.
2.4 – Who we are
Someone who wants to buy a product, pay for a newsletter or establish a business relationship with someone, wants to know “who” that someone is. And that is answered in the “who we are” section, where factors such as the age of the company, proper names, location or references, give the user the necessary confidence to carry out this step.
2.5 – Contact
It must appear clearly and in all sections of the web. We must give the maximum of possibilities. Telephone, mail, form or physical address if applicable. Let’s make that contact as easy as possible.
3 – Navigation
Once the user already knows who we are and what we do, now we must make it as easy as possible for them to access information from the entire web, without losing it at any time.
3.1 – Main navigation
Navigation menus have existed since the beginning of the web. The location, technology and styles have changed, but there should always be a main navigation menu that takes us to the various main areas of the web, not only to guide the user, but to make it clear what the structure is.
3.2 – Less is more
Be clear and concise. There is no need for a “contact online with our team” option when it can be “contact”. Less is more.
3.3 – Number of elements
Psychologists do not agree on the maximum number of elements that the brain can process unconsciously and agilely, but the number is usually between 4 and 7. Thus, the links or buttons in the menus, which are limited to those Let’s go, or better think of another distribution.
3.4 – Link from the logo to the homepage
We advanced it in point 2.1. The company logo (usually placed at the top left) should be a link to the home page. People expect it, let’s not frustrate them.
3.5 – Consistent and identifiable links
It does not have to be the typical blue and underlined link, but the link must always be in the same style, and if possible blue or underlined, so that the user can quickly identify it.
3.6 – Search
Normally, at the top right, with the “search” button. At least that’s where users are going to look. It is being used more and more and most of the time with a bad user experience. The search form must not only be visible, but the results must be relevant and as careful as any other section of the web.
4 – Content
In SEO, we often say that “content is king”. The same is applicable for usability. We must not only have good, fresh and relevant content. It must also be coherent, organized and easily accessible.
4.1 – Headers
Virtually no user reads a website, unless it is a content website, such as blogs, magazines or the press. On corporate pages, no one reads the pages from top to bottom, but they tend to read diagonally, looking at the headings, beginnings of paragraphs, lists and bold, looking for what interests them. So, let’s use the H tags with that behavior in mind.
4.2 – Important information before scrolling
Most mortals have a 1024×768 monitor. Think about that when you design or organize information, and keep critical and important information “above” the scroll. That is, the user does not have to use the vertical or, of course, horizontal scroll bars.
4.3 – Consistency in styles
Pick a style and stick with it. Colors, fonts and any style. Do not change the type of color of the headings, links or paragraphs from one section to another, or use different templates, as it can confuse the user.
4.4 – Bold
Trying to highlight too much information, you highlight nothing. If you put too much bold text, in the end you don’t see what’s really important. The same with the news of the web. If half of the items on the menu are accompanied by a “new!” flashing red, nothing is new anymore.
4.5 – Ads and pop-ups
Ads must be very well integrated into the content of the web, without “confusing” them with it. Also, do not force ads on top of the content, or intrusive pop-ups. The user hates that kind of behavior.
4.6 – Be concise and explanatory
Look at your homepage. Can you say the same with half the words? Then do it. Be concise and descriptive, and avoid unnecessary jargon. Nobody cares that you “seek productivity excellence” or “take advantage of interdepartmental synergies.”
4.7 – Friendly URLs
URLs must be understandable and meaningful. We already know that it works very well with SEO, but also for the user experience.
4.8 – Self explanatory titles
The titles of each page (those of the TITLE tag) must be descriptive, unique and relevant. Not just a string of embedded keywords. Not only the search engines can see them “suspicious”, but also the users, who, faced with this possibility, will go to the next website on the results page.
So far those 25 key, basic and so important points. As I was saying, and you can download the . Obviously, it is expandable and customizable depending on the needs of each client, but it is a good starting point. The best thing is that you pass it to Excel, and modify them as appropriate. 😉
And if you want to learn more about usability and online marketing in general, I recommend you take a look at my , where you can learn through video tutorials in real time 🙂
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