Usabilidad Web

25 Puntos Clave de la Usabilidad

Por UserEffect – Versión en español: Joan Boluda

Aquí hay 25 puntos de chequeo para la usabilidad de un sitio Web que deberían tenerse en cuenta antes de comenzar a promocionar una nueva Web… o que sería conveniente revisar en cualquier Web en funcionamiento.

Los puntos están agrupados por 4 secciones básicas: Accesibilidad, identidad, navegación y contenido. Veamos y analicemos cada una de ellas en profundidad:

Accesibilidad

En este apartado debemos tener en cuenta cualquier cosa que pueda provocar que un usuario no sea capaz de acceder a información de la página. Se trate de lo que se trate, ya sea porque la web no carga, que el texto sea demasiado pequeño, o porque utilice un navegador para el que no hemos optimizado.

1 – El tiempo de carga es razonable

Ya he hablado de este punto en muchas ocasiones. La velocidad de carga no solamente nos mejora el posicionamiento natural, sino que también mejora la experiencia del usuario. El usuario está acostumbrado a las páginas rápidas, y cada vez tiene menos paciencia. Cualquier página debería cargar en menos de dos segundos.

2 – Contraste del texto con el fondo

El diseño muchas veces va reñido con la usabilidad. Fondo gris claro sobre texto gris oscuro podrá ser muy bonito, pero va dejar ciegos a los usuarios. Además, cada monitor y cada ordenador muestra los colores de forma distinta. No te la jueges, y usa contrastes altos, a ser posible el negro sobre blanco.

3 – Tamaño y espaciado entre caracteres

El tamaño importa. O al menos el de la fuente. Letra demasiado pequeña o junta produce frustración, y abandono. Lo mismo con el espaciado entre líneas. No hace falta un doble interlineado como si fuera un trabajo del cole, pero si lo suficiente como para mejorar la experiencia del usuario.

4 – Flash

Nadie espera un minuto para cargar una web. De hecho, todo lo que pase de dos segundos es malo, y nadie espera más de 10. O sea que no es una buena opción optar por un sitio web hecho completamente en flash, por muy fantástico que sea el resultado. Si quieres hacer algo en flash, que sea esporádico y solamente en algunos puntos de la web.

5 – Etiqueta ALT

No solamente para el SEO, sino también para los usuarios invidentes. El correcto uso de las etiquetas ALT está más que contrastado para lograr buenos resultados.

6 – Página 404 personalizada

Se debe cambiar la página de error 404 que existe por defecto, por una personalizada, indicando que la página no se encuentra, y con enlaces a las principales páginas de la web, así como un buscador, para guiar al usuario y no perderlo.

Identidad

Una pregunta clave que se hace un usuario cuando llega a una web es “¿Quién es esta gente?” Y es importante responder esa pregunta, ya que si esa información no aparece, el usuario puede sospechar de la credibilidad de la empresa, especialmente si está interesado en adquirir algún artículo.

7 – Logo

La gente quiere ver el logo de la empresa arriba a la izquierda. Eso es lo que esperan, y eso es lo que se les debe dar, al menos en la mayoría de casos (siempre hay excepciones). De hecho, esperan hacer clic en ese logo para ir a la página inicial. O sea que démosles lo que quieren.

8 – Qué hacemos

Seguramente tenemos muy claro lo que hace nuestra empresa. Y seguramente lo sabemos tanto, que lo damos por obvio. Y a veces ni tan sólo lo decimos. El usuario debe tener claro lo que hacemos, leyendo la página inicial. No demos nada por sentado.

9 – Digerir la Homepage en 5 segundos

Algunos dicen que 2, algunos que 7, algunos que 5. Lo que queda claro, es que el usuario debe poder “digerir” la página inicial de la web en un breve período de tiempo.

10 – Quienes somos

Alguien que quiere comprar un producto, pagar por un newsletter o establecer una relación comercial con alguien, quiere saber “quién es” ese alguien. Y eso se contesta en la sección “quiénes somos”, donde factores como la antigüedad de la empresa, nombres propios, localización o referencias, dan la confianza necesaria al usuario para realizar ese paso.

11 – Contactar

Debe aparecer de forma clara y en todos los apartados de la web. Debemos dar el máximo de posibilidades. Teléfono, correo, formulario o dirección física si procede. Facilitemos ese contacto al máximo.

Navegación

Una vez el usuario ya sabe quiénes somos y qué hacemos, ahora debemos facilitarle al máximo el acceso a la información de toda la web, sin que se pierda en ningún momento.

12 – Navegación principal

Los menúes de navegación existen desde los inicios de la web. Ha cambiado la localización, la tecnología y los estilos, pero siempre debe haber un menú de navegación principal que nos lleve a las diversas áreas principales de la web, no sólo para guiar al usuario, sino para dejarle claro cuál es la estructura.

13 – Menos es más

Sé claro y conciso. No hace falta una opción “comunícate online con nuestro equipo” cuando puede ser “contactar”. Menos es más.

14 – Número de elementos

Los psicólogos no se ponen de acuerdo con el numero máximo de elementos que el cerebro puede procesar de forma inconsciente y ágil, pero el número suele estar de 4 a 7. Así pues, los enlaces o botones de los menús, que se limiten a esos varemos, o mejor pensar en otra distribución.

15 – Link del logo a la homepage

Lo avanzábamos en un punto anterior. El logo de la empresa (normalmente colocado arriba a la izquierda) debe ser un enlace a la página inicial. La gente lo espera, no les frustremos.

16 – Enlaces coherentes e identificables

No hace falta que sea el típico enlace azul y subrayado, pero el link debe ser siempre con el mismo estilo, y a ser posible azul o subrayado, para que el usuario lo identifique rápidamente.

17 – Búsqueda

Normalmente, arriba a la derecha, con el botón “buscar”. Al menos ahí es donde van a buscar los usuarios. Cada vez se utiliza más y en la mayoría de veces con una mala experiencia por parte del usuario. El formulario de búsqueda no sólo debe ser visible, sino que los resultados deben ser relevantes y tan cuidados como cualquier otra sección de la web.

Contenido

En SEO, solemos decir que “el contenido es el rey”. Lo mismo es aplicable para la usabilidad. No sólo debemos tener un buen contenido, fresco y relevante. También debe ser coherente, organizado y de fácil acceso.

18 – Encabezados

Prácticamente ningún usuario lee una web, a no ser que se trate de un web de contenidos, como blogs, revistas o prensa. En las páginas corporativas, nadie lee de arriba a abajo las paginas, sino que suelen hacer una lectura en diagonal, fijándose en los encabezados, inicios de párrafos, listas y negritas, buscando lo que les interesa. Así pues, usemos las etiquetas H pensando en ese comportamiento.

19 – Información importante antes del scroll

La mayoría de mortales tienen un monitor de 1024×768. Piensa en eso cuando diseñes o organices la información, y mantén la información critica e importante por “encima” del scroll. Es decir, que el usuario no tenga que utilizar las barras de desplazamiento verticales ni, por supuesto, horizontales.

20 – Coherencia en los estilos

Elige un estilo y cíñete a él. Colores, fuentes y cualquier estilo. No cambies el tipo de color de los encabezados, enlaces o párrafos de una sección a otra, o uses plantillas distintas, ya que puede confundir al usuario.

21 – Negrita

Intentando destacar demasiada información, no destacas nada. Si colocas demasiado texto en negrita, al final no se aprecia lo que realmente es importante. Lo mismo con las novedades de la web. Si la mitad de los apartados del menú están acompañadas por un “nuevo!” parpadeante en rojo, ya nada es nuevo.

22 – Anuncios y pop-ups

Los anuncios deben estar muy bien integrados en el contenido de la web, sin “confundirlos” con el mismo. Tampoco fuerces auncios encima del contenido, ni pop-ups intrusivas. El usuario odia ese tipo de comportamiento.

23 – Se conciso y explicativo

Mira tu homepage. ¿Puedes decir lo mismo con la mitad de palabras? Pues hazlo. Se conciso y descriptivo, y evita argot innecesario. A nadie le importa que “busques la excelencia de la productividad” o que “aproveches sinergias interdepartamentales”.

24 – URLs amigables

Las URLs deben ser compresibles y significativas. Ya sabemos que funciona muy bien con el SEO, pero también para la experiencia del usuario.

25 – Títulos auto explicativos

Los títulos de cada página (los de la etiqueta TITLE) deben ser descriptivos, únicos y relevantes. No solamente una retahíla de palabras clave embutidas. No sólo los buscadores los pueden ver “sospechosos”, sino también los usuarios, que ante esa posibilidad, pasarán a la siguiente web de la página de resultados.

Autor de la versión en inglés: UserEffect.

Autor de la versión en español: Joan Boluda.

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