Usability for e commerce - part I

Usability for E-commerce: how to increase your online

sales

Practical Usability Guidelines for E-commerce. Part I.

About Magecom

2008Year Founded

500+web sites

200+ecommerce projects

100+Magento projects

Magecom creates high quality e-commerce solutions on Magento platform

30+experts

www.magecom.net

Why do you need Usability?

What you should do?

• Define your audience

• Test the old design

• Test your competitor designs

• Inspect the design regarding the

established usability guidelines

• Test it again!

Key principles of website usability

• Accessibility

• Identity

• Navigation

• Content

NO!

Accessibility: page load speed

YES!

Accessibility: website color & contrast

YES! NO!

Sky-blue, pink – traditional customers

Navy-blue, Teal – budget shoppers

Black, Red-Orange, Royal-Blue – impulse shoppers

Accessibility: font size & spacing

Accessibility: flash & ads-on

• Flash Intro

• Banners

• Pop-ups

Accessibility: images & ALT tags

ALT Tags = Image content

Search engine crawlers cannot interpret graphic

content

High quality image

Low quality image

ALT tag example"new Wilson bright yellow tennis ball for beginners

without logo"

Accessibility: custom not-found page

• an apology for delivering

a wrong page

• a search box for your

website

• telling the potential

customer that they are on

the right domain

• navigation options

Identity: company logo

Company Logo is prominently placed

Identity: companies tagline

Identity: home page is digestible in 5 sec

This is how people read websites

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Identity: clear path to contact information

Address

Corporate video

Detailed information

Phone number

Email

Gain trust from

your customers

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Navigation: menu is easily identifiable

• Make your navigation universal

• Consistency of navigation on all pages

• Use text for navigation

• Include breadcrumbs

• Avoid flash navigation

• Site maps

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Navigation: clear labels

About us

Contact us

Privacy Policy

Terms and Conditions

Shipping

Help

Category 1

Category 2

Category N

Category 1

Category 2

Category N

Do not confuse

your shopper!

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Navigation: number of buttons & links

Simple rules:

Do not overload buttons with text

Make the most important button

bigger than other buttons around

Label buttons with what they do,

for instant: cancel, next, order,

close, reset etc.

Put buttons where users can find

them

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Navigation: logo is linked to home page

Customer

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Navigation: shop search is easy to access

30% of visitors will use the web shop search box

size: 2-3 words

visible across the entire website

easy to find

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Content: headings are descriptive & clear

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Content: key content is above the fold

Average screen

resolution is 1024x768

66% of attention on a

normal web page is

spent above the fold

Web users don’t mind clicking links

With infinitely long

pages, people may

feel paralyzed by

the sheer volume

of content or the

number of choices

and not click

anything

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Content: emphasis is used wisely

Highlight the text on pages

sparsely: max 10% of your

content

The less you highlight, the more

attention your highlights will

receive

Content: banner ads & pop-ups

50% of internet users will close a pop-up ad before it loads

60% of users say that pop-ups led to mistrust

Ads give your web shop a poor first impressions

5 types of internal ads that cause user

experience issues:

• ads placed above product list

• ads placed within product list

• text ads below product list

• overlay dialog windows (“lightboxes”)

on page load

• ads placed in the prime content location

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Content: URLs are user-friendly

NO!

http://www.mysite.com/item?23476

http://www.mysite.com/The-black-

jeans

http://www.mysite.com/black+jeans

YES!

http://www.mysite.com/black-jeans

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Content: page titles are explanatory

Title is the first thing the website visitors see - it should not look SPAMMY!

Spammy Title

Good Title

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In Our Next Webinar:

1. Checkout process: how to optimize your checkout process to avoid shopping

cart abandonment

2. Navigation: help shoppers achieve their goals fast and easy

3. Marketing tips: loyalty programs and bonuses.

THANK YOU FOR BEING WITH US!

To inspect your website usability and SEO

issues please contact us: [email protected]