The presentation is devoted to explaining the importance of usability in regard to websites and how a user-friendly website makes it easy for your customers to shop and navigate the entire order process on your website smoothly. It covers such aspects as: navigation issues readability issues page load time explain how different colors attract different kinds of shoppers where to place the company logo, company tagline and search box how to use flash and other add-ones, URL and HTML other key aspects of website clarity and usability.

1. Usability for E-commerce:
how to increase your online
sales
Practical Usability Guidelines for E-commerce. Part I.

2. About Magecom
2008
Year Founded
500+
web sites
200+
ecommerce projects
100+
Magento projects
Magecom creates high quality e-commerce solutions on Magento platform
30+
experts
www.magecom.net

3. Why do you need Usability?

4. What you should do?
• Define your audience
• Test the old design
• Test your competitor designs
• Inspect the design regarding the
established usability guidelines
• Test it again!

5. Key principles of website usability
• Accessibility
• Identity
• Navigation
• Content

6. NO!
Accessibility: page load speed
YES!

7. Accessibility: website color & contrast
YES! NO!
Sky-blue, pink – traditional customers
Navy-blue, Teal – budget shoppers
Black, Red-Orange, Royal-Blue – impulse shoppers

8. Accessibility: font size & spacing

9. Accessibility: flash & ads-on
• Flash Intro
• Banners
• Pop-ups

10. Accessibility: images & ALT tags
ALT Tags = Image content
Search engine crawlers
cannot interpret graphic
content
High quality image
Low quality image
ALT tag example
"new Wilson bright yellow
tennis ball for beginners
without logo"

11. Accessibility: custom not-found page
• an apology for delivering
a wrong page
• a search box for your
website
• telling the potential
customer that they are on
the right domain
• navigation options

12. Identity: company logo
Company Logo is prominently placed

13. Identity: companies tagline

14. Identity: home page is digestible in 5 sec
This is how people read websites

15. 21.3.1121.3.11
Identity: clear path to contact information
Address
Corporate video
Detailed information
Phone number
Email
Gain trust from
your customers

16. 21.3.1121.3.11
Navigation: menu is easily identifiable
• Make your navigation universal
• Consistency of navigation on all pages
• Use text for navigation
• Include breadcrumbs
• Avoid flash navigation
• Site maps

17. 21.3.1121.3.11
Navigation: clear labels
About us
Contact us
Privacy Policy
Terms and Conditions
Shipping
Help
Category
1
Category
2
Category
N
Category 1
Category 2
Category N
Do not confuse
your shopper!

18. 21.3.1121.3.11
Navigation: number of buttons & links
Simple rules:
 Do not overload buttons with text
 Make the most important button
bigger than other buttons around
 Label buttons with what they do,
for instant: cancel, next, order,
close, reset etc.
 Put buttons where users can find
them

19. 21.3.1121.3.11
Navigation: logo is linked to home page
Customer

20. 21.3.1121.3.11
Navigation: shop search is easy to access
30% of visitors will use the web shop search box
size: 2-3 words
visible across the entire website
easy to find

21. 21.3.1121.3.11
Content: headings are descriptive & clear

22. 21.3.1121.3.11
Content: key content is above the fold
Average screen
resolution is 1024x768
66% of attention on a
normal web page is
spent above the fold
Web users don’t mind clicking links
With infinitely long
pages, people may
feel paralyzed by
the sheer volume
of content or the
number of choices
and not click
anything

23. 21.3.1121.3.11
Content: emphasis is used wisely
Highlight the text on pages
sparsely: max 10% of your
content
The less you highlight, the more
attention your highlights will
receive

24. Content: banner ads & pop-ups
50% of internet users will close a pop-up ad before it loads
60% of users say that pop-ups led to mistrust
Ads give your web shop a poor first impressions
5 types of internal ads that cause user
experience issues:
• ads placed above product list
• ads placed within product list
• text ads below product list
• overlay dialog windows (“lightboxes”)
on page load
• ads placed in the prime content location

25. 21.3.11
Content: URLs are user-friendly
NO!
http://www.mysite.com/item?23476
http://www.mysite.com/The-black-
jeans
http://www.mysite.com/black+jeans
YES!
http://www.mysite.com/black-jeans

26. 21.3.11
Content: page titles are explanatory
Title is the first thing the website visitors see - it should not look SPAMMY!
Spammy Title
Good Title

27. 21.3.11
In Our Next Webinar:
1. Checkout process: how to optimize your checkout process to avoid shopping
cart abandonment
2. Navigation: help shoppers achieve their goals fast and easy
3. Marketing tips: loyalty programs and bonuses.
THANK YOU FOR BEING WITH US!
To inspect your website usability and SEO
issues please contact us: info@magecom.net