Usability of the online store: How to achieve the desired indicators

The development of an online store is an idea that is increasingly coming to the minds of novice and experienced entrepreneurs. Also, the online store is quite autonomous, because you are not tied to a specific place at all. You can easily sell your goods all over the country, while owning only a small warehouse.

The profitability of the online store is difficult to assess. Launching the development of an online store, you begin to understand that you will no longer need consultants, cleaners, you are not burdened with rent for the premises and its maintenance. Now all you need is a few managers and a warehouse in which the goods will be stored. Such savings are actually partly deceptive, because in order to achieve success in developing a popular online store, you will need to spend a lot of money and time.

One of the most important success factors for an online store in 2021 is usability. Usability - at its core, it is the user's convenience and his feelings when using your site. The usability of the site is affected by many parameters, and it can only be evaluated by a comprehensive approach to the audit. Do not forget that usability is the main goal of search algorithms. Tracking the logic of the structure of the pages of your online store, the placement of buttons and tabs, search robots give your site a "rating”, focusing on which in the future the search engine shows your site to users more often or less often. The frequency of impressions is also affected by the relevance of the pages and the quality of the developed online store, but it is on usability that we will focus this time.

Usability is one of the most important parameters of an online store. In many ways, both the number of purchases and the traffic indicator depend on the usability of the site. If you are striving to create a successful online store and want to make a good profit, this article will be especially useful for you. In this article, we will talk about the most common usability errors, as well as how to fix them. At the end of the article, we will summarize our checklist and share the secrets of usability settings, let's get started!

Creating a successful online store

Usability is one of the most important aspects of your online store, but by itself it will not bring you success. In order for usability to become part of your success, first of all you need to create an online store. The development of an online store, as well as a corporate website, is a long segmented process, each stage of which will have its own impact on further success. In order to create a high-quality online store, you will need to pay attention to several points, namely:

1. Intuitiveness of the structure

The structure of the online store is in many ways similar to the human skeleton. Despite all the muscles and tendons, it is the skeleton that is our support and support. In the case of an online store, its structure represents a map along which your customers move in order to purchase goods. By creating an overly complex "map", you risk confusing users, which is why the probability of acquisition decreases. At the same time, by placing the pages between each other in the wrong order, you will definitely complicate the acquisition process for customers, which will also have its consequences.

The simpler the structure of your online store is, the better. Experts say that the result that should be sought is the transition from the main page to any page of your online store in a maximum of 4 clicks. According to research, it is 4 clicks that is the threshold to which users are ready to reach in search of the goods they need, and therefore it is better to adhere to this limit. This way you will not only be able to simplify the task for the user, but also narrow down the number of pages requiring optimization, which will significantly reduce your company's costs.

2. Website design

When creating a corporate website or developing an online store, do not forget that people often judge things by appearance. In order to attract your customer and convince him to make a purchase, you need to first like him. To do this, you can use the current trends of web design.

By creating the design of an online store and focusing on your competitors, you will most likely be able to create a design that meets the expectations of the client, but it is important to remember that your design must be unique. If you simply copy the design from your competitors, there is a great risk that you will no longer be distinguishable against their background. This means that all your efforts in the field of marketing and reputation can be safely attributed to them, at least from the point of view of the client.

In order to avoid such a situation, you should contact a specialist in the field of web design, who will not only be able to create a design based on current trends in the world of online commerce, but will also be able to add a grain of your author's ideas to the finished design. This way your site will not only meet the current trends and expectations of the client, but will also stand out from the competition, which is extremely important, given the competition in this area.

3. Content and materials on the website

Not every customer visits your website in order to buy a product. Some are just looking for an opportunity to purchase goods as profitably as possible, and therefore they study all the stores in the top of the search results. Your task is to show your client that it is your online store that offers the most favorable offer.

In order for there to be more customers ready to buy on your site, it is necessary that its pages are relevant to the search query of users. This can be done with the help of high-quality content, generously saturated with search queries from the semantic core of the site. If you are not familiar with how to create a semantic core or use its elements in content– the best solution for you is to contact specialists in this field.

In modern search results, content is becoming increasingly important. When planning to order an online store, it is important that you take into account this moment and remember that the traffic indicator also depends on the content and, as a result, the conversion rate. In order to keep these indicators stable, it is important that you constantly offer your customers new useful information, and at the same time be interesting to them from the point of view of purchasing goods from you. You can do this with the help of all kinds of promotions and discount offers, as well as with the help of online mailing lists and other marketing tools.

Summing up the foundation of your success, it is worth noting that it is almost impossible to cope with the development of the structure, design and optimization of the online store alone. These processes require a huge amount of time, which is leveled by the experience of a specialist. Thus, if you have never been involved in the development of online stores or have not created corporate websites– you are unlikely to be able to create a professional product alone.

In order to launch a high-quality online store, you will need the help of specialists and specialists of the Gloss web studio are ready to help you. Our studio has been developing online stores and creating corporate websites for companies all over Ukraine for 13 years. During this time, we have managed to create more than one and a half thousand websites and become the best in our field throughout Ukraine.

By ordering the creation of a turnkey online store from us, you are guaranteed to receive a quality resource fully ready for optimization and promotion. In addition to developing online stores and creating corporate websites, Gloss web studio also provides its clients with optimization and promotion services. Our specialists can offer you a complete optimization of the site in order to increase the effectiveness of further marketing campaigns, as well as the creation of marketing campaigns themselves. All you need to get a high-quality turnkey online store is to contact us at the phone number listed on the website and order the creation of a turnkey online store along with optimization and development of marketing campaigns. Thus, in the shortest possible time, you will have not only a website fully ready for promotion, but also high-quality marketing campaigns that will help your resource to quickly gather the target audience on your site.

To learn more about the services of the Gloss website creation studio, you can familiarize yourself with the materials on our website. If you have any problems– you can always contact our specialist via online chat and he will answer all your questions.

So we figured out the foundation, what the usability of your site will be built on in the future. Website usability is becoming increasingly important for search results and ranking in general, but what is it? And how to work with it? Answers to these and other questions are waiting for you in the next block.

Usability of an online store: 5 steps to success

In order to understand what are the usability errors on your site, you must first understand what usability is in general.

Usability is an indicator of the usability of your site based on a variety of characteristics. The main thing for usability is user convenience, but the quality of the user experience and the site interface is also used to evaluate the site. To summarize, usability itself is built on site errors that have not been fixed and that cause inconvenience to your customers. By correcting the errors of the online store, you can thereby improve the level of usability, but how to understand where the error is?

In order to help you in your search and development of an online store, we have collected the top 5 most popular usability errors that often motivate customers to leave the site. By correcting these errors, you can significantly affect the performance of your online store and make them better. All you need to do is pay attention to the following errors:

1. No search string

The first thing you should pay attention to when working on the usability of an online store is the convenience of searching for goods and information. When visiting an online store, a user may be interested in finding the information or product he needs as quickly as possible, but unfortunately most online stores do not have enough convenient tools for such a search.

If you own a small turnkey online store, it is not difficult to find products in its catalog. But if the catalog of the online store that you ordered consists of hundreds of products – in this case, the best solution would be to use a quick search on the site. A quick search on the site is a string that allows you to quickly, and most importantly, simply and conveniently find all the products that interest the user. By entering the name of the required product, your potential buyer can significantly reduce the amount of time needed to search for the product, which significantly affects his loyalty. Thus, the lack of a quick search on a large site may indicate a low level of usability. If your goal is to improve usability and increase the level of convenience of your potential customers– the best solution would be to implement such a feature as a quick search on the site. Thus, you will be able to make the search convenient and save time for your potential buyers.

2. The need for registration

Remarketing is a process during which customers who have already ordered goods from you are attracted through various marketing channels in order to re-purchase. Most often, email addresses are used for remarketing. As a rule, receiving e-mail addresses from customers occurs through the registration of personal accounts in the online store - the motivation of which, however, may not be spectacular.

Some online stores do not allow the customer to quickly order goods with delivery without registering a logically cabinet on the site. This factor has a disastrous effect on user loyalty and often leads to an increase in the bounce rate on the part of the user. In order to avoid such a situation, the owner of the online store should use another motivation that would be more significant for the client.

Thus, by offering a discount to the user for registration in the personal account and leaving the opportunity to place a purchase order without registering on the site, you can achieve not only greater loyalty from the user, but also improved usability for your customers. It is such details that create a permanent customer base, and therefore they should be given special attention.

3. Lack of exact cost

One of the few factors that can cause anger on the part of a potential buyer is the inscription "check the availability and cost with the administrator”. Such an offer does not fit in any way with the fact that you are set up to provide comfort to the user, because in this case he has the need to additionally spend his time in order to find out if there is a product available that he needs. The use of such incentives in order to increase the number of calls to your office has an extremely negative effect on customer loyalty and significantly reduces the chance of purchasing products on your website.

In today's world, where every minute counts, an extremely meager percentage of customers are really willing to spend their time to call your manager in order to find out the availability and cost of goods. Moreover, the probability that your potential buyer will go to your competitors' website and make the same purchase in one click increases markedly. In order to avoid such a situation and improve the quality of usability, you should publish exclusively current prices and availability of goods on the site, so that your client can personally assess whether he is ready to purchase the product he likes now – or he will do it later.

4. Lack of product information

One of the most important elements of the product card is information. It is the information that allows the client to understand whether the offered product is suitable for him, or whether he needs another model. Thus, by publishing a minimum of information, you force the client to leave your site in search of more advanced data, which often leads buyers to conclude that it is much easier to purchase your existing product where more is said about it.

In order to improve the usability and user friendliness of your site, you should think about increasing the amount of information related to certain products. Thus, you will not only be able to provide your customer with a full range of information, but at the same time make the product page more relevant relative to the search queries of other users.

5. Quality of photo and video materials

Only media files can argue with the value of the information provided on the site regarding the products in terms of sales efficiency. Photos and videos, it is these elements of the product card that primarily attract users and motivate them to familiarize themselves with the price and availability of the product, as well as its characteristics.

The site loading speed has recently become one of the most important criteria, and therefore many owners strive to speed up their resources as much as possible. As a rule, they turn to specialists in this field for this, but some decide to simply get rid of heavy and high-quality media materials on the pages, for the sake of images and videos in low resolution. Such an approach can negatively affect the user's desire to purchase goods from you, because in many ways the quality of images on your site indicates the seriousness of intentions and the reliability of your store as a whole.

In order for customer loyalty not to be lost, and users are still interested in the product in your catalog, you should think about contacting a specialist in the field of optimization. Such a specialist will help you set up images on the site so that they are not the cause of slow loading, but at the same time provide users with a sufficient level of detail quality, because it is for details and features that the user pays when buying goods from you.

Summing up the results of a brief checklist regarding usability errors, it should be noted that all of these errors are often solved at the stage of online store development. By contacting specialists in this field who occupy leading positions in the market, you will definitely receive a recommendation from them regarding the content of the site, the use of certain forms and other familiar elements of online stores. By contacting the specialists of the Gloss web studio and ordering the development of an online store from us, you are guaranteed to receive a number of tips and recommendations that will help your resource to be as user-friendly as possible in the future. In the modern world, usability can be your trump card up your sleeve, because by providing the client with maximum comfort, you can make it permanent.

In order to order the development of an online store or the creation of a corporate website from the leaders in this niche – Gloss web studio, you only need to contact our representative using the information in the contacts tab. If you have any questions related to the services provided by the Gloss web studio, our specialist will be happy to answer them using an online chat.

Start your business with a convenient and high-quality online store, become the leader of your niche together with the Gloss web studio.