Usability of a website and factors to improve conversion rates 
Usability of a website
Usability is the number one element you need to consider when developing a website. To obtain usability there a number of factors you need to consider.
A standard website layout (which your visitor is usually familiar with) is the best course of action to take. Users feel comfortable with familiarity this allows them to understand the functionality of your website without a learning curve.
Breadcrumb links are always a good idea. This enables the user to know exactly where they are on your website at all times. Breadcrumb links also allows them to navigate back to a page that they have already visited.
Content needs to be easily readable and easy to understand. The last thing you need is for a user to try and figure out what you are actually saying. One way to do this is to highlight keywords within the content and to break it up in paragraphs.
Cater for everyone – making sure your website is accessible for all visitors. The website should be accessible from any browser (including mobile browsers).
Make links visible – the links on your website should be easy to spot. One way to do this is by making all the links on the website one specific color and by giving already visited links a different color to that.
Improve your conversion rate
Conversion rate is commonly defined as the percentage of visitor that perform actions on your website that are important to your business. For this reason it is extremely important to make sure you optimize your website to have the highest conversion rate.
Improving your conversion rate starts with your landing pages. This is the first page a visitor arrives at when entering your website. Usually in online marketing the landing page has a specific message based on the product/service – but a landing page can be any page indexed by large search engines such as Google especially when the website has been optimized correctly.
Here are a few factors to improve your conversion rate:
- Relevance to them
The context of your landing page should be relevant to what the user is looking for. If a visitor finds that the page is not relevant, the person might click back immediately or might become an “irrelevant lead” because they simply didn’t find what they were looking for -
Be clear
Often visitors to a website do not know what to do as the page is unfamiliar to them. You have to be clear in what you want the user to do. Give them simple instructions what to do next whether it is to submit a contact form or to click on the order button to order. - Urgent action
Do not push your visitor to do something. If they are interested in your product/service it will convert in to a lead. This will also improve your quality of leads and thus increase your sales.