Early in the year is a good time to step back from the crazy rush of quarterly reports, hitting all the required conversion metrics for the year, and just … SEEING if the web site works.
That’s not in the “does my web page load quickly on desktop and mobile” sense, but in the “is it actually usable for my target audience” sense. Every web site has usability issues. The key is to eliminate the crippling usability issues that keep your audience from performing the actions that you want them to perform.
So it might be time to stop thinking about the quarter’s goals for just a while, and evaluate your web site usability pan.
1. Find a Way to Target the Deal-Breakers
Steve Krug, author of Don’t Make Me Think, notes that there’s never enough time to fix all major usability issues on a web site. All web sites essentially deal with this:
The key to a good user experience, then, is to make good use of the smaller circle – to make sure that with the limited time you have, you are fixing the absolute deal-breakers, the things that make people leave annoyed at your web site.
That means putting more wood behind fewer arrows, and really analyzing where things go wrong. There are some great ways to check for that:
If you have a user survey, the worst usability issues are usually the tasks that have the lowest accomplishment rates (where people say they can’t find