A comparative analysis of usability and visibility of websites of universities in Africa

Abstract

The increasing significance of a digital presence for educational institutions has necessitated the enhancement of university websites. This study addresses the dual challenge of usability and visibility, which are critical for attracting and retaining users, yet often deficient in African university websites. The research aimed to investigate the relationship between usability and visibility in African university websites and to provide recommendations to improve both aspects without compromising either one. A quantitative research method was employed, involving usability testing and visibility evaluation of selected African university websites. Forty-four participants tested the usability through an online questionnaire, and websites were ranked based on their user-friendliness. Visibility was assessed using the Weideman (2009) visibility model, and both rankings were statistically analysed to identify any correlation. The study identified common usability issues such as navigation and readability problems, which were consistent with previous research. Visibility varied, with some websites excelling in either usability or visibility but rarely both. The analysis revealed no significant correlation between usability and visibility rankings in the sample. The findings suggest that improving usability does not necessarily enhance visibility and vice versa. This highlights the need for a balanced approach in website design that considers both factors independently. This study contributes to the limited research on the interplay between usability and visibility in African university websites. It provides empirical evidence and practical insights for developing websites that are both user-friendly and search engine optimized, addressing a significant gap in the literature.