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WEBSITE USABILITY EVALUATION is a crucial part of today's leading-edge marketing research toolkit. The web is where most people go to find out about your company, and your site needs to be informative, appealing, and easy-to-use. Usability evaluation will help to solidfy your company's essential web presence.

HOW WEBSITE USABILITY EVALUATION HELPS YOU SUCCEED

If your business has a website it is vitally important that it be easy and satisfying for your visitors to use. Today's experienced web users have less tolerance of illogically or inconsistently designed sites than they had in the past. The web makes it very easy for a frustrated user to simply go to another site to find what they are looking for. If your website is not as usable as it could be, you may be losing potential customers to the competition.

On the other hand, if your website has a high degree of usability, your visitors will have a more satisfying user experience and will be more inclined to do business with you rather than the competition. A more usable site also gets more traffic and more repeat visits, which translates into increased sales.

THE USABILITY EVALUATION PROCESS

Before evaluation begins, Power Marketing Research will develop an evaluation guide with customized questions which address the usability of your website. If you have chosen to do usability testing, we will recruit participants for the testing sessions. Evaluation will then occur, with either the participants or PMR's own experts, depending on your choice of evaluation method.

When evaluation is complete, Power Marketing and Research will prepare a comprehensive report summarizing the results and offering recommendations for improving the site's usability.

USABILITY TESTING

Website usability testing is an interactive process in which a moderator leads a discussion of a website's usability with a user or group of users. Normally the testing is conducted on a computer with a functional website, although mock-ups can also be used. Topics for discussion and evaluation include navigation, content, and visual appeal.

Usually a usability testing session is conducted as a series of individual interviews between a moderator and a user, but testing sessions can also be conducted in a group setting similar to a focus group, with participants evaluating the site together. Participants are observed as they use the site and are also asked specific questions about what they like and dislike about the site.

USABILITY ANALYSIS

Power Marketing Research can also utilize its experience in usability testing and marketing research to independently evaluate your website using our own experts. We will begin the project by reviewing and analyzing your website. We will then create a report which summarizes our analysis of the site, and make recommendations for improvement. Three main aspects of the site will be evaluated: navigation, content, and visual appeal.