{"id":19204,"date":"2015-11-12T00:00:00","date_gmt":"2015-11-11T23:00:00","guid":{"rendered":"https:\/\/trilogi.com\/blog\/the-7-ecommerce-usability-mistakes-you-must-avoid\/"},"modified":"2015-11-12T00:00:00","modified_gmt":"2015-11-11T23:00:00","slug":"the-7-ecommerce-usability-mistakes-you-must-avoid","status":"publish","type":"post","link":"https:\/\/trilogi.com\/blog\/en\/the-7-ecommerce-usability-mistakes-you-must-avoid\/","title":{"rendered":"The 7 eCommerce usability mistakes you must avoid"},"content":{"rendered":"

At Trilogi<\/a> we know usability is fundamental for any online sales project. There are certain key aspects you should keep firmly in mind in your online store to avoid very common eCommerce usability mistakes. Below I briefly outline some of them, explaining why they matter with examples and real cases of websites developed by our company<\/a>.
\nThe advantage of the online sector is that nothing is static or fixed, which lets us keep reacting and improving to optimize the user experience and increase the conversion rate.
\nAny mistake is costly, as it can throw away all the money and staff effort previously invested in attracting quality traffic we can convert into sales.<\/p>\n

1. Clear, readable text<\/h2>\n

It is very important to write simple, clear, easy-to-understand text. Large blocks of text make content unappealing to users and can lead them to leave the site. The key is to organize information clearly and intersperse text with images so reading is more enjoyable and encourages users to keep going.
\nContent should also be unique to help organic rankings.<\/p>\n

2. Multi-device adaptation (responsive)<\/h2>\n

Today it is essential to have a website that adapts to every device. That requires a \u201cresponsive\u201d design that meets these requirements and adapts perfectly to desktop, tablet and mobile browsing, reorganizing and adapting elements to optimize navigation in each format.<\/p>\n

3. Website structure<\/h2>\n

The website\u2019s structure or layout must be clear, simple and very easy for users to understand. To achieve this, you need to analyze every area to be included along with its content: header, menus with their levels and placement, sliders, general content, footer, sitemap, banners and so on. Information blocks must be clearly defined to make it easy for users to understand, find and access information.<\/p>\n

4. Product categorization<\/h2>\n

This is a fundamental aspect that is often overlooked. Many companies organize their online product catalog the same way as their print catalogs and ERP system. In these cases they make serious mistakes, using technical jargon in category names and organizing information around the company rather than the end user.
\nThe product catalog structure must be designed for users, always aiming for easy interpretation, navigation and access to information.
\nThere are user-centered techniques for organizing categories, such as \u201ccard sorting\u201d.<\/p>\n

5. Buttons and calls to action<\/h2>\n

Call-to-action buttons must be designed effectively to increase our website\u2019s conversion rate and usability. Many sites pay no attention to these elements and they go unnoticed within the layout. It has been shown that a small change in color, size, text, font or placement can substantially improve their effectiveness and, in turn, increase conversion and sales.<\/p>\n

6. Search<\/h2>\n

Search adds more and more value to an online store. While its use often depends on the number of products or the depth of the catalog, it is clearly a tool users rely on increasingly to quickly find what they are looking for.
\nSearch accuracy and real-time suggestions increase its effectiveness.<\/p>\n

7. Add product filters<\/h2>\n

Adding filters to product category listings lets users narrow their selection to their preferences and needs, improving the shopping experience. Which filters to apply depends on the product\u2019s characteristics or type. For example, in a fashion online store the most common filters relate to color and size. There are also generic filters such as category, brand and price.
\nMany websites with large product catalogs don\u2019t allow filters to refine searches and show results matching users\u2019 needs. In these cases, finding a product can become an impossible task, hurting sales.<\/p>\n

Other elements to consider:<\/h2>\n

There are also other very common usability mistakes we should try to avoid.<\/p>\n