Development and Design Studio

Why aren’t they buying? Checklist for checking the usability of your online store

06.06.2023

In today’s world, with more and more people shifting to online shopping, online shopping has become an indispensable tool for shopping and selling your products. But what should you do if your products are looked at but not bought? Perhaps your online store has a usability problem.

We have prepared a 9-point checklist to check the main aspects of the usability of your online store. By going through it, you can make sure that everything is fine, or identify weaknesses that need to be worked on:

Design

Design is one of the key elements of a website’s usability. The first thing users notice is the design of the online store. If the design is uncomfortable, poorly readable or unaesthetic, it can have a significant impact on the number of sales. In order not to lose customers, check the following points:

  • Color scheme: The color scheme should be pleasing to the eye and not uncomfortable for users. Make sure that the colors do not «clash» with each other and are sufficiently contrasting.
  • Fonts and icons: The font should be readable and not cause eye strain. Icons should be clear and reflect the essence of the functions. Do not use too small or indistinguishable icons.It is desirable to unify the buttons, texts, colors and fonts on the site. Everything should be in the same style.
  • Texts should be short, informative, and written in large type, about 12-16 pixels. It is also worth using formatting for longer texts to make them easier to read photo, calls to action.

Insufficient information about products

Users should be able to get enough information about a product before they buy it. Don’t convince yourself that users will write or call you for details. This can affect sales. Check the following points to make sure you are providing enough information about the products:

  • Description: Each item should have a detailed description. It should contain dimensions, materials, characteristics, and other useful information.
  • Photos: Photos should reflect the actual appearance of the product. Use the highest quality photos possible, taken from different angles.
  • Comments: Give you the opportunity to leave comments. They are proof that the product is bought and that they are happy with it.
  • Call to action: Make a prominent call to action. The «Buy» or «Checkout» button should be large and contrasting. It’s better to place it on the first screen, near the price.
  • Additional information. Place additional large blocks like descriptions, shipping terms, and reviews in separate tabs, but in a way that doesn’t make the page look cluttered.

Complexity of ordering

The process of placing an order should be as simple and intuitive for users as possible. If placing an order takes too much time, users may refuse to buy. To make sure that placing an order on your site is easy, check the following aspects:

  • Simplicity of the form: The order form should be simple and clear. If a person in the cart clicks on the «Checkout» button, he should see a contact form with a minimum number of fields next. Make sure the user can easily fill out all the required fields.
  • The user should be notified of any errors, for example, if he/she has entered an incorrect phone number or address.
  • Payment process and methods: Make sure that users can easily choose a payment method and not worry about the security of their data. Users should also be able to choose from different payment methods such as credit cards, PayPal or Apple Pay.
  • Quick ordering. Users should also be given an opportunity to make a quick order. For example, if the buyer is already registered on the site, the contact data should be pulled up automatically.

Loading Speed

Site loading speed plays an important role in usability. If the site loads too slowly, users may leave for another site. Acceptable loading time is up to 0.8 seconds. If your online store’s response time exceeds this value, it’s worth working on. To make sure that your site loads quickly, pay attention to the following points

  • Image optimization: Images must be optimized for fast loading. Use image formats that have the least effect on upload speed, such as JPEG.
  • Reduce the number of requests: Reduce the number of requests sent to the server, for example by using caching or code reduction services.
  • Use fast hosting: Hosting must be fast and reliable. Use hosting that can provide fast response times and minimal downtime.

Lack of adaptability for mobile devices

Today, most users use mobile devices to search for and buy products online. If your site is not adapted for mobile devices, you could lose a significant portion of your customers. To see if your site is ready for mobile traffic, check the following points:

  • Size of fonts and elements: Fonts and controls should be large enough for users to easily tap them with their fingers.
  • Adaptive design: The site should have an adaptive design that adjusts to the screen size of the device on which it is viewed.
  • Fast page loading: Mobile devices can have slower Internet connections, so it’s important that pages load quickly.

Difficulties in finding products

Users should be able to easily find the product they want on your site. If your site is difficult to navigate, users are more likely to leave for another site. To make sure that users can easily find the product they want on your site, check these points:

  • Ease of navigation: Site navigation should be simple and straightforward. Product categories should be logically ordered, and users should easily understand where they are.
  • Easy search: The search on the site should be easy to access and efficient. Users should be able to filter search results by various parameters, such as price, brand or product features.

Lack of support and feedback

Finally, it is important to make sure that your online store provides sufficient support and feedback to users. If users encounter problems, they should be able to contact you quickly and get help. Check the following points to make sure your online store provides sufficient support:

  • Contact information: Users should be able to easily find contact information such as email address, phone number or live chat.
  • Live Chat: Live Chat allows users to quickly contact your support team and get an instant answer to their question.
  • Customer feedback: Feedback from satisfied customers can help convince new users of the quality of your products and services.

This checklist will help you evaluate the usability of your online store and improve it if necessary. Don’t forget that usability plays an important role in increasing sales, and investing in usability improvements can pay off in terms of higher conversions and, consequently, revenue.