Switching from a difficult- to easy-to-use website has never been easier for Internet users. No longer do we have to put up with unintuitive and awkward websites. A quick hit of the back button takes us back to Google which, with its typically relevant search results, makes it simple to find an alternative website offering the same goods. With 84% of UK web users now on broadband connections this process is now quicker and easier than ever.

Increasing the usability of any website will increase sales and conversion rates – it’s as simple as that. Clients typically see improvements of between 10% and 100% in terms of increases in online conversion rates. Improved usability can also lead to an increase in brand loyalty and return site visitors, and an improvement in the perception of your brand (both online and offline).

The sheer amount of money being spent on Internet purchases shows just how much is at stake if usability isn’t optimised on a site. UK consumers spent £16 billion online in 2004 across 262 million transactions. By 2005 this had risen to £22 billion spent across 310 million transactions. By April 2010, online spending will have almost tripled to £60 billion per year.

Despite the fact that usability has been around for so long and is so well knows, websites are still failing to conform to even basic guidelines. Wowed by snazzy designs, marketing managers often forget that function always trumps over form. It may look good but if users can’t use it then they won’t use it.

To cite an example of form over function compare Nokia to Motorola. Nokia has built its position of mobile handset market leader by investing huge sums of money in ensuring its handsets are highly intuitive to use and offer excellent usability. Motorola phones on the other hand tend to look great... but are typically let down by unintuitive user interfaces and difficult-to-learn user actions.

Every year we say that websites need to get the basics right before they can begin focusing on advanced functionality and more sophisticated user experiences. We always expect that come the next year they’ll have sorted out the basics and will be focusing on developing enhanced user experiences. Alas every year some sites get better whereas others appear to have taken a step backwards.

At Webcredible we see so many websites with great products and a fantastic brand failing to live up to their potential. Our recently published annual ecommerce usability study showed that the 20 leading UK high street retailers are averaging a usability score of just 57% (the same as last year). Indeed HMV led the way this year with 70%, the only company whose score surpassed the 60s. Feel free to download your copy of the free report from www.webcredible.co.uk/ecommerce2007.

Trenton Moss - Managing Director, Webcredible