Web usability and user experience
Posted: Thu Jan 23, 2025 5:30 am
Web usability and user experience are fundamental factors to take into account in a web audit. Basically, it is about knowing how the user understands, perceives and finds the page attractive, and also how they perceive our website before, during and after it is used (experience).
Usability responds to specific technical criteria and the user experience depends more on the type of client we are targeting and to which we must adapt. Even if our website has perfect usability, if it does not meet the tastes of our so-called “buyer persona”, it will not offer them a good experience.
Let's take, for example, our potential customer's desire to pay cash on delivery. If we don't offer this option, the user experience will be negative, no matter how perfect our usability is.
We review the hierarchy of information. Guidelines are established so that the commercial real estate email list design is attractive from an aesthetic and practical point of view (colors, fonts, distribution, etc.).
Duplication of content and the way it is presented are reviewed.
In addition, the website audit checks for all broken links and 404 errors that affect the comfort of visitors.
Fixed errors with identical pages that have both HTTP and HTTPS URLs.
Web Page Optimization (WPO)
Web Page Optimization or WPO is the set of techniques and tools used to improve the overall performance of a website. It is closely related to SEO because WPO tries to correct factors on websites that worsen the user experience, such as excessive loading time for resources and images.
Making your website faster will reduce your bounce rate and abandonment rate , making it clear to Google that you are meeting your visitors' intent. Your reputation will improve, which in turn will give your pages more power.
One of the most influential factors in WPO is image optimization. Images must have a precise size, usually less than 100kbs to facilitate reading, loading and to optimize server space.
Another classic WPO problem has to do with programming code factors such as CSS or JavaScript (or JS) . Google usually takes longer to read these factors normally, so if they are not optimized the result will be longer loading times.
There are also many other factors that affect these metrics, such as server response. Knowing them and having a professional who knows how to audit and locate them will be the first step towards your new website.
The security of your website
Another important factor that affects user experience is the security of your website. Try to reduce spam or any other type of attack that makes your website look vulnerable as much as possible.
In addition, a good strategy for this is to implement an SSL certificate , whose function is to encrypt user information. This should be a must in your SEO strategy. If your website still doesn't have the famous padlock, I don't know what you're waiting for! Not only will you transmit more security to the user, but you will actually be providing it to them.
Study your competition
Another basic aspect of web auditing, but one that is often overlooked. Competition in any business is essential if you want to position yourself . No matter how perfectly we do everything, if the competition does it better, it will be impossible to beat them.
Therefore, an audit must take into account and study how the competition does it in terms of content - user search intention -, carry out a study of their link building strategy, investigate their usability and web experience factors, what channels they use to convert, etc.
Sometimes, the best way to catch up with the competition is simply to imitate what they do but do it even better. In this sense, it is not a bad idea to take useful ideas from this study to plan a future positioning plan.
Check Accessibility and fix errors
Accessibility is not just about keeping content accessible to the user. It is also about avoiding errors such as duplicate content, broken links, 404 errors, and factors that make a page unoptimized and unsafe.
For example, a typical error is that of identical pages that have both HTTP and HTTPS URLs. The latter, HTTPS, is an Internet communication protocol that protects the integrity and confidentiality of user data interconnected between their computers and the website. It is basically a protocol that indicates whether a page is secure or not.
Well, there are currently many pages that still use HTTP (the old protocol), and are therefore insecure for Google. The solution to this duplication problem is to redirect the HTTP protocol to HTTPS.
Other typical problems are 404 errors, broken links, indexing or canonical problems. A good auditor should be able to detect these errors using special tools such as Google Search Console and Screaming Frog and proceed to solve them.
Usability responds to specific technical criteria and the user experience depends more on the type of client we are targeting and to which we must adapt. Even if our website has perfect usability, if it does not meet the tastes of our so-called “buyer persona”, it will not offer them a good experience.
Let's take, for example, our potential customer's desire to pay cash on delivery. If we don't offer this option, the user experience will be negative, no matter how perfect our usability is.
We review the hierarchy of information. Guidelines are established so that the commercial real estate email list design is attractive from an aesthetic and practical point of view (colors, fonts, distribution, etc.).
Duplication of content and the way it is presented are reviewed.
In addition, the website audit checks for all broken links and 404 errors that affect the comfort of visitors.
Fixed errors with identical pages that have both HTTP and HTTPS URLs.
Web Page Optimization (WPO)
Web Page Optimization or WPO is the set of techniques and tools used to improve the overall performance of a website. It is closely related to SEO because WPO tries to correct factors on websites that worsen the user experience, such as excessive loading time for resources and images.
Making your website faster will reduce your bounce rate and abandonment rate , making it clear to Google that you are meeting your visitors' intent. Your reputation will improve, which in turn will give your pages more power.
One of the most influential factors in WPO is image optimization. Images must have a precise size, usually less than 100kbs to facilitate reading, loading and to optimize server space.
Another classic WPO problem has to do with programming code factors such as CSS or JavaScript (or JS) . Google usually takes longer to read these factors normally, so if they are not optimized the result will be longer loading times.
There are also many other factors that affect these metrics, such as server response. Knowing them and having a professional who knows how to audit and locate them will be the first step towards your new website.
The security of your website
Another important factor that affects user experience is the security of your website. Try to reduce spam or any other type of attack that makes your website look vulnerable as much as possible.
In addition, a good strategy for this is to implement an SSL certificate , whose function is to encrypt user information. This should be a must in your SEO strategy. If your website still doesn't have the famous padlock, I don't know what you're waiting for! Not only will you transmit more security to the user, but you will actually be providing it to them.
Study your competition
Another basic aspect of web auditing, but one that is often overlooked. Competition in any business is essential if you want to position yourself . No matter how perfectly we do everything, if the competition does it better, it will be impossible to beat them.
Therefore, an audit must take into account and study how the competition does it in terms of content - user search intention -, carry out a study of their link building strategy, investigate their usability and web experience factors, what channels they use to convert, etc.
Sometimes, the best way to catch up with the competition is simply to imitate what they do but do it even better. In this sense, it is not a bad idea to take useful ideas from this study to plan a future positioning plan.
Check Accessibility and fix errors
Accessibility is not just about keeping content accessible to the user. It is also about avoiding errors such as duplicate content, broken links, 404 errors, and factors that make a page unoptimized and unsafe.
For example, a typical error is that of identical pages that have both HTTP and HTTPS URLs. The latter, HTTPS, is an Internet communication protocol that protects the integrity and confidentiality of user data interconnected between their computers and the website. It is basically a protocol that indicates whether a page is secure or not.
Well, there are currently many pages that still use HTTP (the old protocol), and are therefore insecure for Google. The solution to this duplication problem is to redirect the HTTP protocol to HTTPS.
Other typical problems are 404 errors, broken links, indexing or canonical problems. A good auditor should be able to detect these errors using special tools such as Google Search Console and Screaming Frog and proceed to solve them.