Usability
Our services
The objective of performing a usability analysis of a website is to identify problems in accessing and interacting with the site, and identify improvements that can be made to the site’s capacity to present content, guide navigation paths and orient the site towards sales.
Given the rising costs of acquiring customers, getting the most from every single user is of critical importance for sustaining a travel and hospitality business: usability is a determining factor in converting a user into a customer. Improving a site’s usability actually means increasing conversions and returns on investments made in any web marketing activity. Optimising navigation paths and graphic legibility, by acting directly on the rate of conversion, is an essential investment and brings immediate and significant returns.
Our usability analysises aim to highlight the efficiency of the website functionality and navigation paths against the industry best-practices and the client’s competitive environment, in terms of: clarity, ease of use and rapidity of the site’s interaction and navigation logic; quality and effectiveness of product presentation; cross-selling and up-selling capacity; technologic and functional gaps; capacity to encourage return visits to the site; consistency and effectivness of contents.
Our usability consultancy service can also be applied to websites and landing pages that are already targeted by online marketing activities but which are not achieving their projected conversion percentages, or to web projects under development.
Based on the client’s needs, Relactions identifies the best methodology, avoiding uselessly over-complicated or costly solutions.
Expert usability inspection
The purpose of this analysis is to identify possible critical elements in user access to and interaction with the website, and to identify possible reasons for a decrease in response. More specifically, an analysis of the usability heuristics of the site is carried out, by reviewing the entire site and analysing the site using a consolidated set of technological macrovariables involving key usability metrics: accessibility, navigation, graphic design, ease of use, readability and location of information. This type of analysis is particularly useful when the budget or time available do not allow for studies directly involving real users. It is also useful in situations requiring a quick resolution of problems (such as nearing the launch date of the new site), and is capable of revealing a large percentage of a site’s usability issues.
Cognitive walkthrough
This is an analysis prepared by a usability expert with an industry-specific know-how, performed by simulating operational tasks, in order to verify the effectiveness of a site in providing information which is relevant to the user or necessary in order to transform a looker into a booker. The operational tasks are used to verify the various problems that different user targets may effectively encounter in using the site. Consumers vs. travel agencies, expert users vs. users with little knowledge of the web, etc.: each profile will behave in a different manner in terms of using the site, and thus each profile must be specifically analysed. The possible user experiences on specific areas of the site are reconstructed identifying any critical areas and all elements which may prevent the final user from finding the solution to his needs, which translates into a negative effect on the conversion rate.