The common mistakes of usability. Part 1

With growing market competition, the requirements to the functionality and usability of websites is constantly increasing. In the sphere of E‐commerce the main is to keep the user on site and encourage him to make a purchase. It would seem that no one is surprised now by the beautiful Landing page or a highly functional online shop. However, in the online spaces there are still quite a lot of resources that don’t correspond to some of the most basic principles of usability. We have gathered the most common of these mistakes.

The main page doesn’t explain what an E-shop sells

When a user visits the site, he should immediately understand where he is and whether he could find here what he needs. If he will not understand this for 30 seconds, then most likely, he will close the site and won’t spend more time on it. By the way, such problem may be indicated by a high bounce rate (over 20%). To avoid this mistake, we recommend to indicate the subjects right under the logo, for example: online shop of electronics/household goods/children’s clothing, etc. As a rule, users pay attention to logo and caption in the header, so make these elements the most informative.

Irritating pop‐ups

When a user is staying on a website just a couple of seconds, and suddenly appears a pop‐up on a half of the screen with a call to subscribe, to participate in the action, etc. – it’s very annoying. Although pop‐ups sometimes prove their marketing effectiveness, they should be treated very carefully, because there are many people who don’t like them. Moreover, they don’t like them so much, that when bumping into a pop‐up, leave a site immediately. Non‐informative pop-ups shown at the wrong time annoy and distract visitors. So think carefully about their content and when they should appear.

Very complex directory structure

For the websites with a wide assortment it is quite difficult to develop a clear and logical directory structure. It should be understood that the users cannot perceive more than 7 items at once. So it is better to make broad categories‐inserts that can be deployed.

The absence of qualitative search

Even if your shop doesn’t have large assortment, comprehensible search with filters is obligatory, as many visitors prefer to use search on the site than to manually seek the desired product in the directory. Make a full‐text search that will work correctly when you enter a few words, as well as with errors in the writing of a search query. And you better place the field to enter the query right in the header of the site so that the visitor can use the search from any page.

It is unclear in which cities the shop works

Don’t force users to search a list of regions, in which your E‐shop works, indicate it immediately. Ideal option is the automatic detection of the location of the visitor by IP.

Of course this is not a complete list of usability “sins”. Next time we will consider a few more unacceptable mistakes, which can easily provide you with user’s discontent and, consequently, bad conversion. The second part of this article is here.

The team of SoftwareGarage develop convenient and high-conversional websites, which meet their tasks. You can also get our free advice on the usability of your resource.

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