Website usability is a property of the resource to be user-friendly and usable.
Usability is a relative feature that until recently was ignored by search engines (since they couldn't measure it). Now machine intelligence can recognize user behavior and, by analyzing thousands / millions of sessions on different resources, determine the convenience of block layout, buttons, block width of texts, font readability, and more.
The better the usability, the potentially higher position the resource has in the search engine. It is wrong to assume that the main thing on the site is the content and price characteristics (for the goods), or the attractiveness of the terms of service. For example, interesting information can be written in an unreadable font, on a sharp background, or in very narrow / wide blocks. In this case, the visitor is likely to leave the article within the first 15 seconds of viewing, which leads the search engine to conclude that the article is illiquid and will not publish it in the search.
It is always important to remember that sites are important not only in external content but also in a user-friendly form of presentation. A high usability site is a resource where the user immediately understands how to use the navigation, can quickly fill out a link and view similar products / publications.
A good sign is the return of users to the site, in which case the ratio of content and form is optimally maintained
Do not forget about the quality / originality of content, videos, pictures. You should not be interested in text articles only, dilute text files.
Usability is affected
Usability affects conversions - what the site owner is working for (useful actions on the site - purchases, viewing articles, playing online games, etc.).
There are times when online stores, despite quality products and good prices, remain without customers. No, users visit the site even clicking the "order" button, but there are no orders or calls. All because in the order form instead of several required fields (product, name, phone), 10-15 required fields are to be filled in (address of residence, postal code, date of birth, comments, etc.) . Of course, this form scares the user, moreover, the data is absolutely unnecessary online store, however, at one time the site developers did not hurt for the customer to add required fields and thereby reducing his attempts to sell online to 0%.
What has to be done
1 There are some standards for the ratio of fonts to screen widths (for desktop 22px text is acceptable, but absolutely inappropriate on a mobile device);
2 the width of the block with the text on the desktop should not exceed 70% (to develop the cervical muscles of users nobly, but let someone else do it);
3 Do not overuse the contrast of colors, animations and pictures in the background (especially in front of text);
4 Page loading should be fast;
5 The feedback form should not contain more fields than product, name, phone, mail, description;
6 Be observant and use the services of the control group (colleagues, acquaintances) at the design approval stage (important! The control group must be similar to the target audience);
In any case, if you have any questions please contact us, we will be glad to help