Usability tests are
extremely helpful in identifying problems related to website design and
functionality. Usability tests predominantly help to uncover navigation issues,
highlight overall design effectiveness, determine content relevance, and assess
customers’ ability to fulfill critical tasks. Apart from these, usability
testing provides relevant feedback about overall customer experience with the
website. A few of the questions that could be answered with the help of
usability testing include:
a. Are any sections
of the website confusing and difficult to navigate?
b. What are
the steps taken by customers for completing a transaction?
c. What are
the major blocks when looking for specific information?
d. How
easily can the customers use your website?
Since these tests
help to identify issues related to Web site design and performance, they can be
taken up anytime in the website Lifecycle. However, it is wise to undertake
them early on in the design process so that you can understand major flaws, and
change them accordingly.
In general, feedback
is divided into two main categories. They reveal quantitative usability
metrics, such as the number of clicks and the amount of time taken to complete
a given task. Other tasks can help you with more qualitative data, such as a
visitor’s perceived ease-of-use for a particular Web page.
The result from usability tests should be used to improve
your website functionality and design, and can provide useful information
into how customers find and access information. Ease of access to information
is a crucial aspect of customer service and improvements in this field will
help in improving the overall customer experience.
