Usability of the online store: what to check first?
Usability of the online store: what to check first?The conversion rate of an online store is influenced by a whole group of factors, among which one of the main ones can be called usability. Even when developing the issue of usability of an online store, you should pay close attention, and if the store is already working, you should definitely check its usability for compliance with some basic parameters.
When analyzing the usability of an online store, you usually need to carefully study a lot of different characteristics for each page, because there can be no small things in the matter of increasing the conversion rate. First of all, you should check for several standard pages — the catalog page, the product page, and the shopping cart page. We will talk about them in more detail later.
Usability of the catalog page
The catalog is the “heart” of any online store. whether potential customers can find the right products and place an order depends on how well-designed and convenient the catalog is. In each individual case, the type and structure of the catalog depends, of course, on the products sold, but here are the main requirements for the usability of the catalog pages are common:
all products must have the correct name, preview photo;
all products must be correctly filtered and sorted;
each item must be available for adding to the cart, except for those that are not available;
products that are not available must have the appropriate mark, which distinguishes them from other products;
products participating in promotions or discounted products must have appropriate marks that distinguish them from other products;
after adding the product to the cart, there should be a visual confirmation of the action from the catalog page.
Usability of the product store
Product pages in online stores (“product cards”) the requirements are perhaps the most stringent: these pages must be both attractive and adapted for promotion and convenient for potential buyers. So even if you mention only the most important usability parameters of such pages, the list will still be quite significant:
the page title must contain the product name;
the page must contain correct and sufficient information about the product;
product photos must be displayed correctly on the page;
the page displays a “Buy” button or similar, when you click on it, the product is added to the cart;
if the purchase of a product involves selecting some additional parameters, all switches and checkboxes on the page must work correctly;
after adding an item to the cart, you should see a visual confirmation of this action;
if the product is not available, it cannot be added to the cart;
if the product has special purchase conditions (promotions, discounts), they must be displayed correctly on the page;
from the product page, you can return to the list of products;
additional blocks for up-selling or cross-selling work correctly on the page.
Usability of the storinka basket
The shopping cart page in the online store is almost the last link in the purchase chain. And if this page suddenly turns out to be inconvenient, there is a high risk that a potential buyer will drop the cart and not complete the order. Of course, you will not be able to completely avoid abandoned baskets, but it is quite possible to make the usability of the basket page high. To do this, pay attention to the following basic requirements:
forms of shopping cart page are working correctly;
all products added to the cart must be displayed correctly;
the quantity of each product must be displayed in accordance with the selected quantity on the product page. you can also change the quantity in the corresponding field of the cart (manual input of numbers, the “add” and “subtract” buttons»);
the total amount of the order must be calculated correctly and take into account all existing discounts and coupons, commissions, if any;
if you change the number of items in the cart or the order composition, the total amount must be correctly recalculated immediately, without reloading the page;
the shopping cart page must have a link that leads back to the product catalog;
the shopping cart page must contain a link that leads to the checkout page;
the shopping cart page must have buttons or links to delete items;
products from the shopping cart page must be deleted without reloading the page.
The listed requirements for the usability of an online store are, of course, the most General and take into account the behavior of only a few main pages. But there are also information pages, order registration and confirmation pages, internal search pages, and other pages whose usability also requires careful study. As a result, it is better to entrust the usability analysis and further optimization of the online store to increase this indicator to the specialists of a professional web Studio.