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We all love the latest web wizardry but there’s nothing like quality time with your web users to understand what they’re really after.

If people can’t use your website properly, or find what they are looking for, your technology investments are futile and your customers will go elsewhere.

Getting the web experience right influences customers’ decisions to buy and people’s broader perception of your brand.

It’s amazing how even small changes to a site’s usability can have a sizable impact.

Tip 1: I’m a real person not a stereotype

Who are your key users and what are they after? When and where do they tend to access your site? Time spent understanding users’ everyday needs, motivations and the wider context of usage is invaluable. Making assumptions and stereotyping can overlook vital clues and ideas for optimising the navigation and shaping functionality.

Tip 2: Test, test, test

When you start scratching your head wondering what a user would do in this or that situation, it’s time to test. Testing with real-life users is a must. And you don’t need to get hung up on testing large numbers – observing even 3 people’s experiences can give you enough information to start making improvements.

Tip 3: Less is more

Most people will come to your site looking for something specific. Simple, unobtrusive interfaces are normally best for directing them to relevant content fast. It’s all about logical placements of links and consistent treatments for menus. Oh yes, and if your boss thinks the Flash intro to your company’s site is working just fine, show him users failing to find the ‘skip intro’ link and moving to a competitor’s site – that’ll change his mind.

Tip 4: Think accessibility

An accessible site is by definition a usable site. That’s to say, if a visually impaired user can easily navigate your site using a screen reader, it will be a joy for everyone else to use too. Accessibility also means considering alternative formats for your site, particularly as new technologies such as Android and iPhone are changing customers’ buying habits. How does your website look on a mobile?

Tip 5: Don’t be afraid to break conventions

Eyes naturally move from left to right, leading the majority of travel websites to include the all-important ‘Search for your trip’ form on the left-hand side of the screen.

Earlier this year lastminute.com broke this well-known travel site convention, by moving the search form to the right of the home page. This followed usability testing where customers said they would prefer to see more promotions and inspirational ideas. The result? Traffic to merchandising rose while the feared decrease in traffic to the ‘search for your trip’ form didn’t happen. This just goes to show, giving users what they want is your key to online success.