Estimated reading time: 8 Min
La Usability Web is one of the main reasons for a visitor to decide to stay or leave your ecommerce Do you know what it is and how to boost it to improve your sales? Find out in this article.
La Usability It is a concept closely linked to the user experience; it includes a series of attributes and characteristics that determine how pleasant and simple it is for your visitors to navigate in your Online store, aspects that are not only fundamental to the positioning of your ecommerce On Google but for the increase of your Sales.
Let's see what it's all about and why it can be a competitive advantage over others ecommerce.
Online usability for everyone
La Usability Web is not a term that only programmers should know and apply, if you have a Online store, is one of the most important criteria you should consider.
Let's start by defining the term. La Usability Refers to ease of use, how simple it is for a visitor to navigate and perform the actions proposed in a ecommerce, such as finding the product, receiving support, making a purchase, leaving a comment, etc. All in an easy, safe and intuitive way.
Also read: Ecommerce Trends What can we expect in 2022?
On the basis of the above, the Usability Web contemplates three aspects that must be met: Efficiency, Effectiveness and Satisfaction, doing so helps to generate a good browsing and shopping experience, which will surely make them want to return to your Online store.
Benefits of good usability in ecommerce
Have a good Usability The web is a powerful win-win tool, both for ecommerce as for your visitors, here are some of the benefits you can get from its implementation:
* More traffic, more views: Who doesn't consider returning to a website where they had a good shopping experience? Los ecommerce Who enjoy a good Usability they report higher return rates from their visitors. In addition, a satisfied user will be a user who will recommend you, which can help you increase traffic from new leads, generating greater sales opportunities.
* Increase in conversions: facilitate to the potential customer, each of the processes within the ecommerce, increases the chances of conversion. Today, online shoppers are looking for speed and agility, entering an online store and finding what you are looking for in seconds, together with the possibility of making the purchase in a few clicks, is a powerful motivator to complete the purchase.
Today's user is not willing to wait or reprocess, if a ecommerce cannot avoid this scenario, he will look for another one that if he does.
* Longer permanence: What do you do when you enter a ecommerce And do you find what you are looking for or does something interest you? Surely, you consume the content and increase your time on the page. This is also part of the Usability: give your customers what they are looking for so that they want to stay.
How do you find your percentage of permanence? How long are visitors in your ecommerce? What is your bounce rate? Analyzing these indicators can give you a lot of information about how wearable, interesting and practical is your Online store. If you Usability It is optimal, your length of stay will reflect it.
How is the usability of your ecommerce?
If your online customer easily finds what they are looking for (efficiency), manages to quickly achieve their objective (effectiveness), and feels that their needs were met with agility and simplicity (satisfaction), congratulations! Have you managed to comply with the three pillars of the usability.
How to know if you have reached the previous state, or if, on the contrary, you need to work more on optimizing your ecommerce, start by asking yourself the following basic questions:
* How easy is it to navigate your store?
* Do your users find what they are looking for?
* How fast does the site load?
* Are the processes of searching for information, purchasing, registration, among others, agile and efficient?
* Is the store's typography the right size to be easy to read, good spelling and grammar?
* Do you have a widely visible product search bar?
* Do your users easily find customer service and support to answer their questions? “People are 40% more likely to spend more than planned when they identify that the shopping experience is highly personalized” (Think With Google).
* Within the web structure, are there menus and submenus that follow a logical sequence?
* Is it easy to navigate from section to section and return to the beginning?
* Do you have a section for the most outstanding products?
If most of your answers didn't come back positive, start working on your Usability web... To help you, keep reading, below we will give you two good alternatives that will allow you to identify, specifically, those aspects that you can improve in your ecommerce.
Usability test
Evaluate how wearable It's You Online store, you can implement the following options:
* Some tools such as HubSpot Grader O Nibbler they will allow you to evaluate the level of usability of your Online store, these provide free of charge, a basic diagnosis of your ecommerce in different fields such as: security, SEO, speed, performance, accessibility, user experience, and others, along with recommendations for optimizing your site.
If you want to go deeper into your analysis, in addition to the free version, they offer more specialized evaluations in paid plans.
* In addition to these tools, you can also perform tests of Usability with different groups of people, asking them to navigate your ecommerce and carry out certain processes, while evaluating how easy it is for them to do so or what obstacles they encounter along the way, in this way, you can take action to improve.
Boost the usability of your ecommerce in 3 steps
1. Always ready and up to the air: Few Things Affect both browsing interest and entering a ecommerce and find it fallen or to pages whose links are broken, that is, they no longer exist. Make sure to check that all the links on your site are active and that your ecommerce always stay in the air.
You want to check if you have broken links in your Online store, the tool Ahrefs can provide you with a free diagnosis.
2. Available in a few seconds: Charging speed is an important criterion in Usability Web. When a user logs in to your ecommerce After how many seconds can you see all the content? An acceptable loading speed is around 2 seconds, if you are above this, you should implement measures, as you have a high chance of the visitor leaving without waiting for the content to finish loading, stopping converting a potential sale and increasing your bounce rates.
If your upload speed is below the previous average, great! You have a higher score in Usability. In addition to the experience you are giving the user, you will have better results in SEO positioning, since Google evaluates this aspect by giving or taking away points from ecommerce with better performance and valuable content.
You'll be surprised how a good loading speed can influence your sales. Amazon, for example, loses 1% of its total sales for every 100 ms it takes longer to load its page (according to data from the Semrush portal). Remember that in the electronic commerce, everything revolves around agility, speed and usability.
Do you want to know what your current upload speed is? Tools such as GTmetrix they provide you with a free diagnosis, as well as recommendations and areas for improvement within your ecommerce. And since mobile searches are becoming more important every day, portals such as Google Test My Site They allow you to know how quickly your ecommerce on these devices, among other useful data about your performance.
Did you know what?
*”77% of users who use their mobile phones to buy are more likely to finish the process in ecommerce whose sites or applications allow them to make purchases quickly” (Think With Google).
* “Improving load time by 0.1 sec can increase conversion rates by 8%” (Think With Google).
3. Safe and reliable: Believe it or not, trust is also part of Usability, offer your visitors a ecommerce insurance, where they have the security of buying without fraud (thanks to the certificates and controls that guarantee the site), is a super important aspect for online shoppers, not for nothing, 75% of digital users are insecure when buying, for fear of being scammed (AMVO).
Navigate in your ecommerce should be not only easy and pleasant, but also safe and reliable. In this case, make your purchase process safe, but not expensive, no one will want to make a purchase in which you have to go through steps and steps, the fewer clicks you need to take the product to the shopping cart and pay, the better, that's where you must find a balance between security and usability for the user.
Also read: Ecommerce fraud, everything you need to know about chargebacks
Some additional ecommerce usability tips
If your potential customer feels confused in your ecommerce, you will abandon it; if you do not understand or do not easily find the information or product you are looking for, you will abandon; if making the purchase requires many steps, you will abandon; if you do not know how to complete a process, you will abandon.
According to studies, the ecommerce they have up to 10 seconds to make a good impression on their visitors, if you don't succeed in this time, they will leave... “Leaving is the Internet user's first line of defense when faced with a difficulty” (Nielsen). Don't give your potential customers a reason to leave your ecommerce, make their shopping experience truly satisfying, offer them convenience, agility and security in one place.
In addition, keep in mind the following tips:
* Allow your customers to buy under three states: without registering (as a guest), creating a user in the easiest possible way or logging in.
* Make sure your customers know what step they are at during the purchase.
* Make payment and shipping methods visible.
* Send order confirmations after payment.
Do your users find everything they are looking for in an instant? Are you providing your audience with ecommerce usable or are you losing potential customers?
Remember that in order for you ecommerce Keep growing, the optimization of the Usability It is essential. We hope that the information shared has been of interest to you and will help you improve your indicators in this field.
Are you looking for an ally that enhances your delivery process, compliance and customer satisfaction? Don't hesitate to contact us, we are the best Fulfillment Center for ecommerce In Mexico and Colombia, you just have to give Click here.
Sources of information:
Rockcontent / Virtual ingenuity / Semrush / Think with Google / Speaking in short / Desingplus / Website Grader / Nibbler / Fromdoppler / Clickage / Ahrefs / Gtmetrix /
