For the owner and the team who see their site around the clock, it is a priori convenient and understandable, because they participated in the design of its interface.
Often, the company thinks about how usable the site at a time when something is wrong with sales, or more precisely - with appeals or the level of conversion of the site. For example:
- There is traffic to the site - no or very few applications;
- advertising does not pay off;
- a high percentage of user rejection;
- low % of pages viewed by users.
The first thing companies, which have different channels for attracting traffic online, need to make sure of is that advertising is set up correctly and the traffic on the site is targeted.
If the first point is met, it is worth looking at the competitiveness of your offering in the market, as well as the level of demand for the product.
If the two criteria above are fine, it's really worth dealing with the quality of the content on the site as well as the usability of the interface.
Everything matters in usability, from site navigation, to the quality of content (including text and photos). If your content doesn't touch the pains of your target audience, if the benefits of why it's worth referring to you are not obvious - conversion rates will be low, even if you create a cool product and give high value.