Methodological approach to improving the usability of the enterprise website

• Kmet E.B.

  E.B. Kmet. Vladivostok State University of Economics and Service. Vladivostok. Russia

• M. A. Potapenko

  M.A. Potapenko. Vladivostok State University of Economics and Service. Vladivostok. Russia

Website usability is one of the most important user experience factors that have a strong impact on e-business. E-commerce sites lose almost half of their potential sales because users can't use the site. In other words, with better usability, a site can increase its current sales by
79%. The site may have an aesthetic, minimalistic design, but if the user cannot perform their task as simply as possible, they will leave it, and the company will lose its client. To improve the usability of the site, a methodological approach was developed, which includes such elements
as: the relevance of the research topic, subject, goals and objectives; a list and characteristics of research methods and tools; a system of indicators for data collection; the process of developing proposals for improving the usability of the site and a step-by-step description
of the research tools; a comprehensive study of the old and new site design; a general assessment of the usability of the old and new design in comparison; a set of proposals for improving the usability of the site. The methodological approach is of interest, applicable to any
business specializing in electronic sales and tested on the basis of an empirical comprehensive study in the form of heuristic evaluation, analysis of web analytics data, qualitative and quantitative usability testing and two surveys, the results of which allowed us to develop a set
of proposals for improving the usability of the site. The set of proposals is formed on the basis of data from qualitative (conclusions) and quantitative (comparison of indicators) research, heuristic evaluation, and web analytics data.
Keywords: user, qualitative and quantitative usability testing, quantitative testing indicators, web analytics, heuristic evaluation, SEQ and SUS surveys.