Usability of online shop for customers
Usability of online shop for customers
The usability of a website is an indicator of its usability. The site should work quickly and be adaptive, that is, correctly displayed on screens of different sizes. Web resource as a whole and each of its pages separately should be such that their use was as comfortable, understandable and interesting as possible. Thanks to this, people will stay on the site as long as possible, which will positively affect its reputation and conversion rate.
If a person enters an electronic trading platform and it is immediately clear to him what and where is located, as well as where to click to perform the desired action, then such a site has good usability. If he has to strain his eyes to read too small print, or he can not understand how to get to this or that section - it is a site with poor usability. A person will quickly close such an online shop and continue searching on other resources.
Specialists of Selpway Trading company told about ways to improve usability. By following the recommendations below, you can achieve a high level of website conversion.
Specialists of Selpway Trading company told about ways to improve usability. By following the recommendations below, you can achieve a high level of website conversion.
Fewer clicks - higher conversion
Make your site so that the customer finds the information he needs as quickly as possible. If it takes three clicks for a user to do this, then your site can be confidently called user-friendly. Easy navigation and site search are the must-haves of a good website usability.
Do not ask for unnecessary information
When placing an order in an online shop, the customer is often asked for too much information. Superfluous fields for compulsory filling reduce the level of conversion. The visitor may have a question: ‘Why does the shop need my personal information?’ This drives customers away. Let all forms be concise and clear, absolutely excluding misunderstandings and negative emotions.
Use standard and familiar elements
This applies to the elements that users interact with on the site. They should be intuitive, advise the marketers of Selpway Trading ltd. Do not make the visitor think how to click on a button, how to get to the menu and so on. People are used to using similar elements on other sites, so do not invent something fundamentally new. In addition, avoid small and fancy fonts, do not force the user to zoom in on the page, look and decipher. Also try to get rid of all elements that do not carry any semantic load do not benefit the client.
Make your site so that the customer finds the information he needs as quickly as possible. If it takes three clicks for a user to do this, then your site can be confidently called user-friendly. Easy navigation and site search are the must-haves of a good website usability.
Do not ask for unnecessary information
When placing an order in an online shop, the customer is often asked for too much information. Superfluous fields for compulsory filling reduce the level of conversion. The visitor may have a question: ‘Why does the shop need my personal information?’ This drives customers away. Let all forms be concise and clear, absolutely excluding misunderstandings and negative emotions.
Use standard and familiar elements
This applies to the elements that users interact with on the site. They should be intuitive, advise the marketers of Selpway Trading ltd. Do not make the visitor think how to click on a button, how to get to the menu and so on. People are used to using similar elements on other sites, so do not invent something fundamentally new. In addition, avoid small and fancy fonts, do not force the user to zoom in on the page, look and decipher. Also try to get rid of all elements that do not carry any semantic load do not benefit the client.
Place important information at the top of the page
People perceive information according to the principle: the higher, the more important. However, at the same time, do not put too much information in one part of the page - the customer may get confused and not find what he needs. Try to distribute information on the page according to the principle of an inverted pyramid: from the most important to the least important.
Emphasise the important elements
For example, elements that call to action should be different from others: buttons ‘Buy’, ‘Add to basket’, ‘Checkout’, etc. In blocks with products, the customer should intuitively pay attention to the most important information.
Don't bore the customer
An online consultant that appears in a pop-up window should not be too intrusive. If a website visitor has closed this window, there is no need to show it again. Also, the online consultant should not appear at the same time the person enters the site. Give the person time to look around and get used to it. Offer your help carefully, summarised the Selpway experts.
What can be achieved by improving the usability of an online shop:
People perceive information according to the principle: the higher, the more important. However, at the same time, do not put too much information in one part of the page - the customer may get confused and not find what he needs. Try to distribute information on the page according to the principle of an inverted pyramid: from the most important to the least important.
Emphasise the important elements
For example, elements that call to action should be different from others: buttons ‘Buy’, ‘Add to basket’, ‘Checkout’, etc. In blocks with products, the customer should intuitively pay attention to the most important information.
Don't bore the customer
An online consultant that appears in a pop-up window should not be too intrusive. If a website visitor has closed this window, there is no need to show it again. Also, the online consultant should not appear at the same time the person enters the site. Give the person time to look around and get used to it. Offer your help carefully, summarised the Selpway experts.
What can be achieved by improving the usability of an online shop:
- Improved visibility of the website in search engines;
- increase in traffic;
- increase in the depth of browsing; decrease in the bounce rate;
- increase in conversion rates and other targets;
- increased sales; increased profits and business prosperity.