Focus on Usability to Improve Website Conversion
This blog entry was posted on June 15, 2009.
Keeping it simple is the most important rule for usability. Make everything about your website clear and understandable. Allow your visitor to easily access the information that is important to them.
Navigation links need to be easily understood. Page layouts should be simple and able formatted for scanning. The website should be organized in a logical flow. A visitor should be able to quickly find the answers they are seeking.
By following accepted website standards a visitor can immediately find their way. Web users have learned to mistrust online businesses. By following standard conventions in your website, you build trust by appearing serious and credible.
Usability to improve conversion means delivering the right information at the right time. In ecommerce design, give your visitor access to all the elements they need to make a decision to buy. Give your visitor the tools they need to research your product without ever having to leave the product page. Allow your visitor to be in control and access answers to questions they may have.
What you include will vary according to what you are selling and who your customer is. These are typical things your visitor may want to see while on the product page. You need to this information by priority.
- Details and technical data.
- Shipping options and charges based on their zip code.
- Refund, privacy and security policies.
- Video clip of the product in action.
- User product reviews and ratings.
Usability goes well beyond the visual elements or site hierarchy. It is about delivering the right information at the right time. Don’t be afraid to tell people what they should do next. You will still need to allow the visitor to be in control. Give them access to the information they are most interested in.
This will go a long way toward reassurance and building trust. The result will be a higher conversion rate.
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