We continue to talk about the usability requirements for a website. Last time we described general requirements, as well as the requirements for navigation, search, registration procedure and home page design. Today we complete our list of substantial usability tips for eCommerce. Let’s continue.
Usability requirements for the product catalog
32. The main menu contains up to 10 items.
33. Sections must be designed equally.
34. In the menu there are links to the “Top Sales”, “Discounts” and others.
35. On each page of the catalog you should place products as well as the offer and opportunity to immediately buy them.
36. On the page of product catalog the block with a product contains the following set: title, description, image and price of the product, discounts logo, CTA button.
Usability of the product card
37. The product page contains: full name, photo, price, specification and description, which are written in clear, “human” language.
38. There is a button “Buy” or another CTA, which leads to the shopping cart and provides transition to the checkout.
39. If a page with the product longer than one screen, you should duplicate the CTA button.
40. Use only high‐quality photos of your products.
41. Remove all unnecessary information (news, newsletter subscription, ads) from checkout page.
42. Beside the product you should place the related products or services that can be put in a cart right from the same page.
43. The page must contain links to the information about payment methods and delivery.
44. Specify the expected delivery time.
45. Allow the buyer to choose the date of delivery.
46. Implement the “out of stock” notification.
47. Tell about your guarantees.
Usability of shopping cart
48. Cart button is present on every page in the same location (as a rule – at the top right corner); it’s a conspicuous element with bright design.
49. When someone adds a product to the cart, he must be shown a special text notification near the CTA element.
50. After the item was added to the cart, the icon of cart displays information, that now in the cart there are N number of goods.
51. The cart page contains information about several methods of payment, delivery and communication with manager in case of any questions.
52. If the customer is not registered, he has to fill in only the field “Name” and “Email”.
53. Make an offer to reduce the cost of product (place the information about discount, promo code, coupon, bonus system, etc.).
54. After the customer completed the purchase, he can be offered to purchase additional goods (upsell).
Requirements for the contact page
55. Specify the physical address of the store.
56. Place a map with clearly marked location of the company.
57. Write several working email‐addresses and telephone numbers.
58. Specify the working hours of the store and the service of technical support.
Loading speed optimization
59. Use caching capabilities provided by browsers.
60. Optimize images.
61. Minimize the number of redirects.
With the help of this checklist you can constantly improve interfaces, boost traffic to your website, increase sales, and just structure your knowledge in usability.
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