Usability projects can have many objectives

Task Completion

Can visitors easily complete basic tasks? This is the fundamental question of usability research. Some sites are intuitive, while others create obstacles when visitors try to make a purchase, sign up for a newsletter, look for product literature, or contact a local sales rep. Where do your users get hung-up or abandon the site? What can you do to make the site more user friendly?

Brand Imagery

What does your site communicate about your brand? Do the graphic elements, design and copy reinforce your brand's key attributes? Is the website imagery consistent with your other marketing communication channels? What should your site be saying about your brand?

Navigation and Information Architecture

How do visitors navigate your site? The typical website has multiple navigation aides; which tools are being used and which are being ignored. Do users rely on the top menu or the left hand menu? Are they looking for content down the right hand channel or do they disregard that area as advertising? When do they use the search box and when do they navigate through the site?

Content Evaluation

Does your site have the information your customers need? Is the content adding value or just filling up space? The harder it is the find the right information, the higher the rate of abandonment. In addition, the content must be intuitively organized and written in language that is consistent with the reader's level of technical sophistication.

Competitive Review

Are you keeping up with the Jones's? Shoppers visit multiple sites before they buy. It's important to know how your site compares with your competitors. Do they have a better way to configure a product? Is their site easier to navigate? Have they organized their product support materials in a more user driven structure?