Good usability is important for e-commerce websites (ones that allow users to buy something online, using your credit card or PayPal account) because it will help to improve website conversions.
A very common problem with e-commerce sites is the lack of information. People cannot touch, smell or taste the product so the site owner should create a virtual experience on the website that will make people want the product.
This means: enough information in the descriptions, enough photos (of sufficient size), possibly complemented with videos and customer reviews. Having readable text with paragraphs, sub-headers, bulleted lists and no spelling mistakes is just common sense.
Many e-commerce websites are very large. So make sure that people can find what they are looking for, fast. Use breadcrumb trails so people can easily move up one or more levels in the site’s hierarchy. It also gives visitors a quick glimpse at the site’s structure, which makes them feel in control over their own experience. A solid on-site search engine can do wonders for your success, and having clear error messages can also make or break a sale. Not knowing why you are doing something wrong is a sure way to frustrate a visitor and drive him or her away.
Providing a first class first impression to first-time customers is key, as research has shown that once people like a certain store they will come back again – and spend more money.
It is recommended to build a relationship with these new contacts by sending out helpful Newsletters, possibly with tips and coupons. Aggressive attempts to get people to sign up for a site will probably backfire, though. If you do manage to entice them to sign up, let them use their email address as their login name – it is easier to remember.
Finally: use proper contact information. Make it easy for website visitors to call (mention time zones) or email you. Don’t hide behind forms. Use a virtual address if you don’t want to use your home address on your site; the Centre Wellington Chamber of Commerce for instance offers a virtual mailbox service so you can use their street address.
