E-Shop Usability: Main Features of Common Pages
E-shop customers’ conversion depends on many factors, where usability is definitely one of the major. Usability must be the key matter for designers from the very beginning of the e-shop project. Whatever, if e-shop already operates, its usability must be carefully checked.
E-shop usability analysis demands detailed evaluation of nearly every page, as there must be no any undervalued factors for customers’ conversion. Firstly, the attention must be paid to common pages – catalogue, item description and cart.
Catalogue’s Usability
Catalogue is the heart of any e-shop as its design and convenience determine potential customers’ ability to find necessary items and make an order. No matter what e-shop offers, there are some main features:
- all items are correctly described and have a preview photo;
- filters and sorting work properly;
- each item on stock is available to put in the cart;
- unavailable items are marked accordingly;
- items on promo sales or ones discounted have special marks to be distinguished;
- adding item to the card is confirmed and visualized.
Item’s Page Usability
Requirements to the item’s page are probably the strictest than any other. It should have an attractive interface, be available to promotion and easy to use. Here are some common parameters:
- page header contains the item’s name;
- page indicates correct and sufficient information;
- item’s photo is correctly shown on the page;
- there is a special button («Buy», «Add to Cart» or so on) that allows to place the selected item to the cart by clicking;
- if item has any options, all selectors and checkboxes work correctly;
- adding item to the card is confirmed and visualized;
- adding unavailable item to the cart is not allowed;
- all special promotions and discounts are clearly shown on the page;
- easy return from the item’s page to the main catalogue;
- up-selling and cross-selling tools work properly.
Shopping Cart Page’s Usability
Shopping cart page is last but not least link in the purchase chain. Yes, potential customer can even refuse to buy item if he feels uncomfortable on this stage. To raise the usability of the shopping cart’s page, the following notes should be checked:
- all graphic forms must work properly;
- all items added to the cart are indicated correctly;
- item’s quantity is selected on the item’s page and/or can be manually changed in the specified field (by entering the number or by using «add»/«remove» buttons);
- total sum of the order is correctly calculated and all discounts, coupons, commissions are included;
- total sum immediately changes on every item adding/removing without need for the page refreshing;
- cart’s page has:
- link to the main catalogue;
- link to the order confirmation;
- add/remove buttons or similar links for items;
- there is no need to refresh the page after removing item from the cart.
Again, all points listed above are very common and related only to main pages. Typical e-shop must also include info pages, order confirmation and checkout pages, search forms and others. Similarly, their usability must be carefully checked as well. To adjust or revise the usability and perform an optimization for the further growth it is advised to involve the professional web-studio to get personal solution.
We are traffic generation experts
WiseSwans SEO Services has a proven track record of search engine domination. Find out how our SEO San Diego Company can take you to the top of Google.
