Five ways to improve your e-commerce website’s usability
In 2019, the usability of your e-commerce website should be a top priority. Frankly, if your site is not as user-friendly as it could be, it won’t succeed.
After all, no one need put up with a poor user experience any more. With so much competition around, anyone who’s unhappy can quickly find something else that better matches their needs.
Good usability not only boosts your conversion rates, it keeps customers coming back. Poor usability simply means visitors leave quickly – and they won’t come back.
User-friendliness covers everything from navigation bars to content, menus, design, buttons, hyperlinks and more. Many factors affect it, from accessibility and responsiveness to content and messaging.
But how can you improve it on your e-commerce website? Here are our top tips:
- Payment gateways
These are essentially secure ways for customers to input payment information, including credit or debit card details, on your website. Data is encrypted using SSL, and these solutions work with your bank to accept or reject the payment.
Clearly you need something that’s highly secure and reliable, easily integrated and accepts various payment options and perhaps different currencies too, depending on your business. Efficient gateways help people spend money with you.
Examples include Amazon Pay, Google Pay and Apple Pay. With the latter you don’t need your card details on you, while Amazon Pay stores addresses and card details.
- Social media login
Letting customers sign in via social channels such as Facebook as well as email and password is a smart usability move. There’s no frustration with a lost password, registration is faster plus people can comment and share more easily. It may also be a more convenient solution for mobile users.
- Site speed
This would make an article on its own! There are many things you can do to boost site loading speed. At StuCommerce, we use super-fast virtual private servers.
You can also using things like caching to speed up loading times, use plug-ins sparingly and optimise JS and CSS files. Eliminate baggage, from code to databases or unnecessary backups.
Can people easily find what they’re looking for? Is your navigation consistently clear and accurate? Are its various categories well divided? Does the internal search function work properly?
- Ease of checkout
Amazon, for example, has a one-click checkout to stop people thinking for too long about whether they need that item or not.
But you can boost usability by avoiding any surprise checkout charges, making fields simple, with autofill where possible, making contact information and returns policy clear, and offering multiple payment options.
These are just some of the things that make e-commerce websites more user-friendly. Talk to us at StuCommerce about your site, and how we could enhance its usability.