It is odd that you pretty much never hear folks talking about usability and websites. People seem to be so engrossed with traffic and other matters but usability does not seem to be on the majority of peoples' radar. If your site is not very "usable," then basically people will not want to use it - meaning stay there, or return - meaning not very sticky. As you may know, you absolutely want both in your corner if you want to succeed on the net. Also, you will find many factors involved with usability, and the sole way to optimize your site is to know what is happening with your visitors.
So you understand the importance of knowing visitor behavior, and you will use a good tracking script for getting that done. That is all we are able to do, for the most part, and then we analyze and make our most educated estimate, often times, as to what the problem may be. If you think about it, that approach is not so advanced, but it does work well if you do it. Some tracking scripts are extremely simple, and of course you can use something powerful like Google Analytics. They generally do the same things, and then it boils down to features and benefits. You will need to know the how, where and when of traffic flow in addition to time spent on each page. A robust tracking script will allow you to watch your visitors and look for trails and indications they were on your site.
When you engage in the overall process of increasing site usability, you are optimizing. All businesses on the web want the highest conversion rates regardless of what is actually being converted. The proven method or approach for optimizing anything at all on your website is achieved through testing. There are superior testing processes, but the most common is A/B split tests on your pages. Multivariate testing is much more powerful and different than split testing. You may take the somewhat blind approach and choose arbitrary aspects of your pages to test. If you believe you have seen a page having issues, then you should start testing on that specific page. You first need to look for problem areas, and next begin your troubleshooting and tests there.
There is no doubting about the value of testing and usability performance analysis. Once you start seeing positive results, you will be happy with yourself for having accomplished it. You can get your conversion rates to a satisfying level, and this really is what this is all about. The end game is greater success and sustained business growth.
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