In the world of e-commerce, “usability” is the term used to call the degree of ease with which an Internet user uses the interaction interface of a virtual store.
In this context, usability is said to be good when there is practicality of learning (which does not require an instruction manual), speed of operation of the post-learning interface, post-use memorization capacity, simplicity to recover from errors during use. and satisfaction when using.
On the other hand, when usability is poor, it is because one or more of the items mentioned in the previous paragraph do not meet the expectations of the target audience, which, in turn, moves away from or avoids the store in question.
Therefore, the first lesson for creating an e-commerce site with good usability is to study the target audience, because what is good for a certain group of people may not be good for another.
To get to know your target audience well, I recommend these two tools:
2- Business Scenario Simulator
It turns out, however, that knowing is not enough. You need to scrutinize how these specific groups of people use online interfaces. To do this, use features like:
– Prototype testing : develop flowcharts, wireframes, rough drafts , simple online store models, etc., and ask some people who make up the target audience to give their opinions. When possible, observe how they use the interface, try to find points of evolution and involution in this process, and optimize everything afterward.
– A/B testing : This involves comparing two or more interfaces, or specific items within two similar interfaces, and subsequently choosing the one that offers better results. The Vtex e-commerce platform has an A/B testing tool , as does Google Analytics.
– Real-time testing : Use Google Analytics, FoxMetrics, Woopra, or another similar tool to check how consumers interact with your online store's interface in real time . This will allow you to optimize certain aspects to achieve better results.
But which items should be analyzed in order to improve the usability of your online store? Below I present some of them:
– Header : if they are too large and take up the page before the first fold, they can cause abandonment and increase the Exit Rate.
– Titles : a single word added to or removed from a title can increase or decrease traffic to a particular product or post.
– Buttons : the shape, position, and text of the button influence the consumer and can be the difference between earning 1 million more or less.
– Images : discover whether photos, drawings, and illustrations are interesting or repulsive to internet users.
– Videos : find out if audiovisual content really sparks audience interest and how much it influences page load speed.
– Texts : understand whether the descriptive content of the texts alleviates pain points and offers benefits, or if it is irrelevant to your target audience.
– Layout : ensure that the text on your online store or e-commerce blog is easy for internet users to read . Layout the text using the " F-pattern ".
– Design : Standardize colors, symbols, icons, logos, and all visual language across all your web interfaces. Create an Organizational Culture.
– Fold : most people tend to only see what's above the first fold of the page, so place the most important information in this space.
– Persuasion : Some sales arguments work better than others. Find out which arguments are most effective in selling and use them.
Finally, I would like to mention that the Digital Marketing agency E-Plus will be sponsoring Vtex Day 2016 and will have a booth throughout the event, where 10 e-commerce site analyses (Site Clinic) will be raffled off to visitors. This is an excellent opportunity for you to get a free usability check for your online store.
