You have probably already heard the phrase “web CRO,” moreover, perhaps you already know as well that it somehow affects a website conversion and can make the site profitable. But what is usability in particular, and how exactly can it improve the website? Well, this is something we are going to figure out today. So fasten your seatbelts. It’s going to be a bumpy ride.
Web mobile CRO in Details
Web mobile CRO applies usability principles in areas where web browsing can be seen as a general paradigm for building a GUI (graphical user interface). It is an approach developed to make websites easy to use for the end-user. In other words, mobile web CRO is aimed to make a site easy to navigate, so anybody can quickly find all the necessary information or products on a particular website. Ideally, the user should intuitively figure out how to navigate a web page, which means no initial training or special skills should be required to surf the web pages.
In terms of e-commerce websites, the meaning of mobile CRO has narrowed to efficiency: launching sales and/or performing other operations that are valuable to the business. Mobile CRO became a big concern in the early two-thousands when many e-commerce sites failed. In the early ’90s, many developers believed that graphic design was a compulsory part of the site for successful e-business, which was partly true. At the same time, the pioneers of the web mobile CRO approach believed otherwise. They advocated the KISS (keep it simple, stupid) principle, which effectively focused users’ attention on the site content.
- Provide the user with clear and concise information;
- Give users the choice in the most obvious way;
- Eliminate any ambiguity about the consequences of the action (e.g. button / delete / purchase);
- Placing important elements in the appropriate area on a web page or web application.
So as you can see, CRO, in general, is the very thing that makes any site simple to use.
Since smartphones and other mobile devices have become a crucial part of our lives, developers ran into the problem of mobile CRO. It is the same thing as a regular mobile CRO. The only difference is that mobile one has to ensure a site is easy to navigate on a small, vertical screen. Thus, the notion of mobile-friendly websites appeared.
Mobile CRO is one of the biggest concerns of contemporary developers simply because many people prefer their phones or tablets over laptops when it comes to online shopping, reading news, or just surfing the internet. Besides, in recent years, mobile applications have turned the world upside down. Nowadays, we can find any app from games to shopping applications in the App Store and Play Market, and all these apps are founded on the principles of mobile CRO.
Criteria of Web mobile CRO
Certainly, there are some ultimate rules that one has to follow to make a site easy to navigate and user-friendly. So let us take a look at Jakob Nielsen’s ten heuristics:
- Visibility of system status – a system should notify the users that people only can make the right decisions.
- Match between system and the real world – the language a system uses has to be similar to users’ one.
- User control and freedom – the system must have a so-called “emergency exit” in order to allow users to leave a website without any issues.
- Consistency and standards – the users ought to know that various words, situations, or actions might mean the same thing.
- Error prevention – the system’s design has to be ready to prevent any problems or errors.
- Recognition rather than recall – all the instructions about the system usability ought to be always available and visible.
- Help users recognize, diagnose, and recover from errors – all the error messages have to be clear and understandable.
Website Conversion + Usability = ?
It goes without saying that web usability directly influences website conversion, but before figuring out in what particular way, let’s see what conversion is.
Well, to cut a long story short, website conversion is pretty much the site’s success rate. It can be different for various sites. While for some websites, it is social media shares or newsletter subscriptions, for other ones, it’s the number of users who viewed a product or purchased anything. In general, conversion is understood by the number of monthly views a site has. So basically, it’s all about popularity.
As a matter of fact, there are many ways to make website popular and increase its traffic, so if you are interested in that (and you probably are), you can check out this video guide. Well, website CRO is one of the sure ways to bring the website to the top. Why? Let’s imagine a situation. You will buy something in an online store, you’ve already put that item you want to purchase in a shopping cart, but then you can’t find a button that will open the cart and lead you to the checkout page. So what do you do then? You’ll get that item from an online store with a user-friendly interface.
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In conclusion, it has to be said that mobile CRO does matter for pretty much all types of modern sites and mobile applications. Besides, it makes our online shopping experience easier and surfing the internet generally better. Certainly, it affects websites’ conversion rates and can significantly improve site’s profits. So make sure that site is easy to navigate and if it’s not, check some fully responsive themes at MasterBundles.