Creating an online store: usability
Creating an online store is now one of the popular ways to do business online. Offering various products to global network users, you can make sales no worse than offline, and often even better.
Online store usability plays a huge role in ensuring the online sales performance you need. If the usability level is too low, even with a high attendance at the online store, sales revenue will remain low.
Usability is, we can say, a set of qualities of an online store, which provides for potential buyers the opportunity to easily and quickly find the goods on the pages of the store, get the necessary information about this product, without difficulty find how to order, pay and receive the goods that they interested. Creating an online store without taking into account the usability requirements will doom it to failure.
For example, the usability requirements of creating an online store should include installing a convenient merchandise search system. Such a system should give users the ability to specify certain search parameters, the ability to filter and sort search results. It is also important to make sure you have a comfortable presentation of your results.
In terms of usability (and more), an online store directory is its main element. How convenient a product catalog is, how accessible the merchandise items are, depends on whether visitors to the online store will become buyers. For example, what matters is how many headings and categories the directory contains, whether a visitor can control the number of products displayed on a single page.
The user’s current location on the site, the links visited, the button to add items to the cart – these elements of the online store affect its usability. And for the convenience of an online store, these items should be clearly visible to visitors. In addition, payment and shipping information, return terms, and online store contact information are a must-see for visitors.
Otherwise, visitors will not be able to get to the purchase stage or spend a lot of time figuring out where they are now and how they can buy the product. Especially many complaints are caused by the lack of information in the field of visibility of the accepted payment methods: the visitor would like to pay for the product already, but only how to do it – cannot find it.
A very grave mistake of usability of an online store will be the requirement of registration from visitors before the purchase is started. The persistent registration requirement that makes it impossible for unregistered visitors to the online store to see a significant portion of important information can be intimidating: many visitors will be afraid to provide information about themselves if they are not yet sure about making a purchase.
So, the best way to get an effective online store is to create it in accordance with usability requirements. However, even if the online store is ready, it is still necessary to perform usability testing to identify major bugs. Usability testing is best done with the involvement of specialists in the field.
Professional usability testers have many configurations of user equipment: you can detect, for example, how different monitors, different browsers show a site, or no errors when clicking on a link. We also check the way the visitor goes from different pages of the site to the end goal – filling the basket and sending the order for processing.