Page usability is a goal as important as audience and revenue growth.
The three goals are closely connected.
Increasing page usability leads to higher pages per visit and return visits. Higher pages per visit and return visits will produce more ad inventory, which then leads to more revenue.
Various studies have shown that page speed and clutter are the two biggest criticisms that users have about Web sites. Google in particular places heavy emphasis on the importance of page speed as a ranking factor.
It stands to reason that making a page faster and simpler are the two most important recommendations on our list.
1) Reduce Page Weight
Forget the often-heard claim that broadband solves the page weight and speed problem. It doesn’t solve it because broadband has a limit and browser software has a limit.
The latest version of Google Analytics will track page speed. The company also offers the PageSpeed Insights tool for measurement.
In Google Analytics, click on Content and then Site Speed in the left column. A report show show the speed of every page on the site.
Focus on the slowest pages and take the following steps:
- Reduce the number of external files called by the page, i.e., combine stylesheets, etc.
- Reduce the number and weight of photos and graphics on the page.
- Eliminate external server calls. Facebook plugins are notoriously slow.
- Limit the number of ads on a page to three or four. Ads not only require external server calls, but they also usually deliver large graphic files and even larger scripts.
2) Keep Clutter Down
Just because you set the screen resolution on your own monitor at 1366×768 doesn’t mean that everyone else does.
In fact, for some sites, 1024×768 has recaptured the top spot for screen resolutions of site visitors because of the growth of Ipads and other mobile devices.
Some of the steps listed under Page Weight will help reduce clutter:
- Reduce the number of ads, photos and graphics
- Narrow the page width to 1280 or 1024
- Minimize page depth
Another good reason to minimize page depth is that an in-page analytics tool, which measures the clicks on a page, will usually show that click rates drop dramatically below the browser status bar.
In other words, people don’t use a browser scroll bar.
3) Make Navigation Consistent
Simply use the same navigation on every page — the same colors, fonts and position. Likewise, consider repeating the navigation at the bottom of the page.
Navigation bars are the top of a page are not heavily used. They serve a graphical purpose more than providing usability.
Breadcrumbs also get limited use.
The lesson is that relevant in-page links get more clicks than site navigation.
But site navigation is necessary even though it is not as effective as other tactics to attract clicks.
4) Place Important Links High
As mentioned above, page usability studies show that a majority of site visitors do not scroll and that click rates drop dramatically below the bottom of the screen.
What is the point of putting any content below 800 pixels on a 1280 x 800 display?
Although click rates drop below the display area, there are people who scroll and click down there.
One way to attract scrolling is by placing an element on the page right at that point so the top of the title or photo is visible.
If done correctly, it may be attractive enough to encourage scrolling.
5) Use Relevant Links
Know thy audience. If someone comes to a page about golf because they found it in a Google search, it doesn’t make much sense to have links on the page about bowling.
It’s clear from site statistics that relevant links on a page lead to more clicking and therefore more page usability.
Consider using analytics to track clicks on a page to see which ones do well and which ones don’t do well. Replace the poor performers with new ones.
6) Reduce Bounce Rate
Follow the above steps, such as reduce page weight, place links high on the page and make the links relevant.
As a result, bounce rate will probably go down.
What is bounce rate? It is the number of times someone comes to a page on the site and leaves the site again from that same page.
In other words, they don’t click on anything on the page.
A high page bounce rate suggests poor usability. A high site bounce rate suggests it even more.
Get the bounce rate at least below 50 percent. Getting it below 40 percent is even better, and anything under 30 is unusually good.
7) Track and Adjust
Analytic software makes it easy to track and adjust page usability. The important metric is bounce rate. Once a bounce rate trend is established, make a few changes and watch the results.
Keep tweaking each page over time. Eventually, bounce rate will go down, pages per visit will go up and so will total audience and revenue.
Page usability is a continuous improvement process that pays for itself over time.