Usability

Usability bedeutet übersetzt Bedienbarkeit oder Benutzerfreundlichkeit. Bezogen auf das Online-Marketing ist die benutzerfreundliche Gestaltung von Websites und Online-Prozessen gemeint. User die auf der Website eines Anbieters landen sollten möglichst einfach und problemlos das gewünschte Angebot finden und intuitiv zum Kauf- oder Bestellabschluss gelangen. Dabei ist neben der benutzerfreundlichen Gestaltung des Webinterface (grafisch wie inhaltlich) auf kurze Ladezeiten ebenso zu achten, wie auf die Reduzierung von Serverausfällen.
Zur Analyse der Usability einer Website werden unterschiedliche Methoden:
- Expertenanalyse (Usability-Experten analysieren die Website und deren Prozesse und schlagen aus ihrer Erfahrung heraus Ansätze zur Verbesserung der Benutzerfreundlichkeit vor)
- Labortests (in einem Testlabor werden Probanden aufgefordert bspw. bestimmte Angebote auf einer Website zu finden und zu bestellen. Die Beobachtung Ihres Verhaltens während Suche und Bestellung gibt ebenso Aufschluss über Optimierungsansätze, wie die anschließende Befragung der Testpersonen.)
- A/B Testing (unterschiedliche Varianten einer Website werden im Livebetrieb getestet und hinsichtlich vorab definierter Kennzahlen, wie bspw. der erzielten Conversionrate, gegenübergestellt.)

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