Usability is one of the most important aspects of the purchasing process, so improving the usability of your online commerce, will increase your conversions, as well as the satisfaction of your buyers. In this post we will discuss 10 aspects to take into account to improve the usability of your online store shopify spy tools.
Allow your customers to buy without registering
In a way we are all somewhat obsessed with getting our users to register, to obtain their data and to be able to carry out marketing actions later. But registration processes end up being quite heavy for the user, often by asking for data that are not really necessary, but on many other occasions, because users have to register at several sites, and end up tired of so much registration.
We must bear in mind that many users may only have in mind to make a purchase, perhaps because we sell products that are not of interest (except for a special occasion, or a gift), so let them go through the registration process only It can make them doubt whether to make the purchase in your online store or elsewhere. For these occasions, it is always interesting to make purchases in “guest” mode, without performing the normal registration process, or even consider integrating Facebook Connect or Google Checkout, to streamline these processes. If you detect that the user returns to your online store after this purchase, provide the registration process, “reminding” the information you have already entered and asking only those that you lack to complete the registration.
Keep the record simple
What information do you need from your users? When registering, with an email and a password, you usually have more than enough for any activity. If you then have to send them a product, allow them to add an address to their address book, but do so at the right time. We tend to ask for more information (gender, age, etc.), which usually does not add value to the business but increases the chances of the user not completing the registration. Take a good time to ask yourself what information you really need, and at what time you should ask your users.
That users know, at all times, where they are
Navigation with “breadcrumbs” is something that exists in all large online stores, and it is very useful to know what step you are in the purchase process, and what the next steps are. In addition, it also allows your users to easily return to previous steps. Applying this type of navigation techniques is not something complex, so with a relatively small effort, you will be helping your users to complete their shopping processes.
Make your buyers feel safe
Although users’ perception of security in online stores is changing year after year, there is still reluctance when buying online, especially if the store we are looking at does not inspire confidence. Try to “calm” the possible impressions of your users, and strengthen your confidence with your online store, with something that is common for them and also transmit confidence, such as an SSL certificate from a reputable company (such as VeriSign), or even with a clearly visible phone number where they can call to make inquiries.
Confirmation is a totally necessary step to make our ecommerce as user-friendly as possible. Reaffirms the users of your purchase, and also allows you to reduce the number of returns, or complaints / questions because of confused customers. To achieve an effective confirmation, we must take into account these 3 parts:
- The last step of the purchase process should be a step of order confirmation. We must show all the information related to the order to the user to confirm that we are really going to deliver what he wants, and with the costs he has in mind. So, we cannot forget to offer an economic summary, with the total price to pay, including transportation, taxes, etc.
- Once the order has been confirmed, we must show the user some kind of official order confirmation, with an order number, which they can save or print, and to which to refer in future communications.
- A copy of this confirmation must be sent to your customers, so that the order is recorded.
Each eCommerce site should have a clearly visible search box, preferably located somewhere easily locatable (most commonly in the upper right), which should allow users to enter and refine their searches quickly and easily. If you have a very extensive catalog, you should consider the “faceted” search, which allows filtering by categories and attributes, so that your clients can find what they are looking for more quickly. With this type of search, if we are looking for some shoes, we can filter all that we have in our store by size and color, so that the user will only evaluate those shoes that match their search criteria (much less than our entire catalog).
Specify related products
If we show products that are really related (because they are buying alternatives or complementary products), we will be offering an added value service to our customers, which will also allow us to increase the average value of our orders. For example, if a client of ours is watching a console, showing him the best-selling games for that console, it will help him to make a decision that he must surely make (if it’s for a gift, the consoles are usually accompanied by a game ), accelerating the purchase process, and guiding the user in a decision process.
Call to Action
Do not underestimate the power of call-to-action buttons, because if we design effective buttons for «Add to cart», or «Register», we can increase conversions and improve the usability of your site. When designing these buttons, we must take into account aspects as diverse as their size, color, font, the text of the buttons, positioning, etc. These buttons must be large enough to attract attention, but without happening. They must be clear, and on a background color that stands out from the general background of the page.
Avoid hidden charges
For a buyer, it is very frustrating to see that a product in the store that is worth € 10, is transformed into an order of € 20 or more, by adding VAT, transport costs, etc. Try to get your customers clear, as soon as possible, the total price of the product. To begin, tell them what is the price with VAT included (unless your target is other businesses), and try to determine the possible shipping costs as soon as possible. If you are a recurring user, you can use the information from previous shipments to estimate transportation costs. If you have a policy to remove shipping costs from a certain amount, encourage users who are close to cover that minimum to add other products that complement your purchase to save these additional costs.
Keep the cart accessible Last, but not least, you must keep access to the cart always accessible. Think of the frustration of those users who, after adding a series of products to the cart, are not able to find on your website access to the cart to complete their purchase. They are really willing customers to pay for the products they want, so if they do not easily find access to the cart, you will be losing sales that you had already won.