Website Usability is Overrated

2 min. read | Last updated: March 12th, 2015

Conversion Rate HamsterUsability is often where web marketers mistakenly turn when they need to improve the lead generation or e-commerce results from their web site.

The problem is that Usability “experts” will often recommend a plethora of time-consuming and expensive projects that will beguile the marketer into believing that they’re increasing their site’s effectiveness. The sheer magnitude of activity involved can divert attention from the important areas that the marketer should be focusing to increase the site’s persuasiveness.

Imagine you’re designing a new car. Usability research will help you figure out what words to label your air conditioning and stereo buttons with. Great. But, more importantly, does anyone want to drive the car? If it’s a family sedan, does it make families want to enjoy a road trip or does its design send the wrong message? Is your car too expensive (or less than your customers want to pay)? Do your customers even buy cars?

Usability professionals are technologists that use their library of “best practices” to create a “standards-based” site that’s exactly as expected. But when you want your site to inspire more of your visitors to move through your sales funnel, you need direct marketing experts with that unique mix of art and science that can persuade them to act.

We take a different approach to Usability by letting your site visitors choose which version they like better with statistically valid accuracy. We call it Quantitative Usability Testing. The difference is that through realtime A/B Split Testing and Multivariate Testing on your live site, we can quickly learn what really works to persuade more prospects to Act – not just guess by what a non-representative small sample tells you they like.

Author

Chris Goward

Founder & CEO

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