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Using Analytics to Identify Usability Issues

Using an analytics package like Google Analytics or WebTrends can help you get a grasp on how people are using and traveling throughout your site. Are they hitting your home page then immediately bailing? This would be an obvious indication that you have a usability problem. Are they getting you your product pages but not converting to customers? Then your product pages deserve another look. And what about your shopping cart? Analytics can give you a birds-eye view of how your customers are behaving on your site.

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All You Need To Know About Usability

Your site is successful only if your users are successful. That’s the basic premise of usability. User experience = customer service. Answers the customer’s questions, anticipate their questions, make things easy to find, and meet their needs. And that’s all you really need to know.

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Usability Provides a Competitive Advantage

If your product is easy to use, customers will use it more often and will be more likely to tell their friends about it. Consider how many people use search engines to find what they are looking for…the consumer is presented with literally thousands of companies to choose from. All things being equal, if your Web site is easier to understand and allows your customer to be more productive than your competitor’s site does, you win. By designing a usable Web site, you are helping your clients succeed at their task while simultaneously increasing your own revenues and positive brand reputation. It’s a win-win for all parties involved.