- Effectiveness: Can users achieve their objectives on your website?
- Efficiency: How quickly can users achieve their objectives on your website?
- Learnability: How easy is it for users to accomplish simple tasks the first time they encounter your website?
- Memorability: How quickly and easily can repeat users remember how to use your website in order to accomplish their goals?
- Error prevention/handling: How does the website help users recover from errors? Does the website implement defensive design?
- User satisfaction: Do users like using your website and recommend it to others?
- Prominence - Adding white space around a “Book now” button or around your tour description will make it stand out more.
- Comprehension - Adding white space between paragraphs and in the margins increases the comprehension of your content by 20%. It also makes it easier for users to focus and understand your content.
- Satisfaction - White space improves user satisfaction on your website, which positive effects spill over to your overall customer satisfaction.
- Clarity - Using white space to organise your content into blocks improves the legibility and readability of your content.
- Trust - A clean design, plenty of clear white space, signals professionalism and builds trust with your potential customers from the get-go.
This a good example by Sandemans. The page looks clean, important details stand out and their Call-To-Action buttons stand out.
2. Write clear headers
- What are my potential customers searching for?
- What are some keywords relevant to this blog post?
- How would my customers search for this on Google?
- Use bullet points for key information like what to bring, where to meet, time of the tour. (Spice it up by using icons instead of circles.)
- Use paragraphs to talk about the tours or experiences in more detail.
- Keep it simple.
- Make sure all the important information is covered.
- Have a clear Call-To-Action at the end.
- Use a contrasting colour for your “Book now” button.
- Use text that is short and simple.
- Place it strategically on your web page.
How many visitors are you getting each month? Where are they coming from? Are there any sudden spikes or dips? Do those correlate with the changes you’ve made on your website?
2. Bounce rate
According to Google, the bounce rate is the “percentage of visits that go to only one page before exiting a site”. This is an important measurement because it tells you if your website visitors are engaging with your content, signalling if the website improvements are effective.
Published by Nicole Kow
Having graduated from the UK, Nicole travelled around Europe before joining TrekkSoft's marketing team. She is now based in KL and regularly blogs about her travels at Next Train Out.