It’s easy to believe everyone uses computers the same way until you actually watch friends and family struggling with theirs. If only developers were encouraged to test user interfaces on all computer devices in real life situations.
Since they are not expected to perform this type of testing, what marketers end up with are web pages and software applications intended to work for a small percentage of people. It may not seem evident that any performance issues even exist until the data in production signals trouble. And that’s the eternal roadblock every internet marketer faces sooner or later. They have achieved rank, links, inbound traffic and every other marketing requirement and yet the data indicates high bounce rates, poor referrals, low conversions and various other signals of dismal performance.
Traditionally, one of the next steps is to hire a usability consultant to perform a website audit. A few are capable of software functional and user interface testing forms and applications such as shopping carts, travel reservation applications or proprietary internet software, but most are not trained for this. For years a basic usability review consisting of a heuristics review and cognitive walk through covered basic web page usability standards compliance. Later, persuasive design, conversions and customer experience design were added to help create even more robust site audits.
That last step was supported by the findings from the human factors and neuroscience fields, which exploded with studies on human computer behavior. How we do anything online, from search queries to online ordering, is evaluated by people all around the world and their reports eventually reach people like me who apply their information to enhance the user experience for clients’ websites.
Accessibility Remains A Low Priority
Accessibility is a word that is beginning to lose its home. The same thing happened with usability. In fact, many in the internet marketing industry don’t use the term “usability” anymore because it is, for starters, vague and inexact. They find that terms like “conversions”, “user experience”, “user intent”, “customer experience”, “conversions experience” and “customer satisfaction” are more accurate phrases and indeed, they offer a more precise description. Still, there are no formal standards for those terms, or testing methodology regimen performed uniformly by marketers who provide site audits that include conversions analysis. For example, there are no heuristics for conversions testing to follow. And even though usability standards and heuristics exist, some have changed over the years.
Curated by (Lifekludger)
Read full article at Source: Why Accessibility Will Matter More in 2016 and Beyond