Usability
What is usability and why is it useful?
In basic terms, usability is all about ensuring that something is simple and usable. Ipsos MORI has considerable experience in helping private and public sector organisations ensure that their websites are easy to use.
Users are becoming ever more demanding about the websites they visit, driven by positive experiences on sector-leading sites. We know from experience and our many discussions with website users that customers won't persevere with sites they find frustrating or confusing.
What makes a good website?
The most successful sites are those that have a clean, fresh look, are straightforward to navigate and sign-post the most important content.
A well-designed and easy to use website should bring substantial return on investment across a number of areas: including increased sales; repeat purchases; greater customer engagement; reduced costs of servicing customers; lower marketing costs and stronger brand association.
What does a website review cover?
Meeting both the business requirement of the website and the user's need for an engaging online experience is a challenge. The following questions can help determine if your organisation could benefit from a usability review.
- What do users want and what are our business needs - are both being met at present?
- Can users complete transactions without problems?
- Can users find the information they want easily?
- Is the website written in language users can clearly understand?
- Am I giving users a compelling reason to return to my website?
Our website usability research helps organisations to identify areas for improvement in the:
- Design of the website
- Basic structure and navigation through the website
- Content and functionality of the website
- Language and terminology used
Other platforms
Usability isn't just about websites. We also conduct usability research on other platforms including mobile phones, kiosks, touch screens and intranets.