{"id":19246,"date":"2015-04-13T00:00:00","date_gmt":"2015-04-12T22:00:00","guid":{"rendered":"https:\/\/trilogi.com\/blog\/usability-and-user-experience-in-ecommerce\/"},"modified":"2015-04-13T00:00:00","modified_gmt":"2015-04-12T22:00:00","slug":"usability-and-user-experience-in-ecommerce","status":"publish","type":"post","link":"https:\/\/trilogi.com\/blog\/en\/usability-and-user-experience-in-ecommerce\/","title":{"rendered":"Usability and user experience in eCommerce"},"content":{"rendered":"<p><strong>Hi! I\u2019m Gabriel Castro and today is my first post on the blog<\/strong>. I have 5 years of experience in eCommerce  and  more than 15 years in the technology sector. In this and upcoming posts I\u2019ll talk about usability and user experience (UX).<\/p>\n<p>Usability and user experience directly affect the success of our online store.<br \/>\nThey\u2019re elements you must always consider to deliver a unique user experience. You need to focus your business on your customers\u2019 needs and expectations.<\/p>\n<p><a href=\"http:\/\/pixabay.com\/es\/ciudad-tokio-vista-a-la-calle-666094\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" class=\"alignnone wp-image-3056 size-full\" title=\"usability and user experience\" src=\"https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/tokio_750x500.jpg\" alt=\"user experience\" width=\"700\" height=\"466\" \/><\/a><\/p>\n<h2>Goal: sell<\/h2>\n<p>Whenever we talk about an eCommerce website, remember that the main goal is to sell. It seems obvious, but often it isn\u2019t, because decisions or changes are made that hurt the site\u2019s conversion rate.<\/p>\n<h2>Usability and user experience<\/h2>\n<p>Usability is directly related to user experience (UX), a broader concept that requires a joint effort from many departments in the company (Marketing, Design, IT, Customer Service, Sales, After-Sales, etc.).<br \/>\nUsability is limited to the goals set when using a website, while user experience refers to how users perceive their interaction with the site (design, human factors, accessibility, sales, usability, etc.).<\/p>\n<p>Here are some of the elements to consider to <strong>improve usability and user experience in your online store<\/strong>:<\/p>\n<h2>1- Sign-up<\/h2>\n<p>It\u2019s important to <strong>keep sign-up as simple as possible<\/strong>. The sign-up form should include only the <strong>minimum required fields<\/strong>.  Often an email and password are enough.  If you need more information later, you can ask for it at the right time. Keep in mind that <strong>asking for a lot of information is a barrier<\/strong> to users completing sign-up.<\/p>\n<h2>2- Security<\/h2>\n<p>Although eCommerce is increasingly common among people of all ages, keep in mind that some people still have doubts or reservations about buying online. We need to work so that when they\u2019re on our website they feel <strong>it\u2019s a safe and trustworthy place to buy<\/strong>. Besides technical elements such as <strong>SSL certificates or trust seals<\/strong>, we should add other elements that convey security, such as: listing different contact options, explaining the return policy, terms of sale, company information, shipping costs, FAQs, etc.<br \/>\nAll these elements will quickly clear up any doubts users have when buying.<\/p>\n<h2>3- Call to action<\/h2>\n<p>We need to <strong>design effective call-to-action buttons that increase our conversion rate and improve our website\u2019s usability<\/strong>.<br \/>\nThey\u2019re often not given much  importance, and sometimes design or corporate image takes priority.<br \/>\nWhen designing buttons <strong>we must consider size, color, typography, text, placement on the page, etc. <\/strong>But most importantly, you can measure their effectiveness and run tests to find out which options work best, then optimize them to boost sales.<\/p>\n<h2>4- Related products<\/h2>\n<p>You can help customers during the buying process by <strong>offering products that complement<\/strong> the one they\u2019re viewing on the product page or during checkout.<br \/>\nThis lets us<strong> increase the average order value and guide users to the best purchase<\/strong>.<br \/>\nThere are some very effective paid tools that offer these features.<\/p>\n<h2>5- Search<\/h2>\n<p><span style=\"line-height: 1.5;\"> It\u2019s fair to say this is a vital feature for any online store, because <\/span><strong style=\"line-height: 1.5;\">it lets users find the products they want quickly and effectively<\/strong><span style=\"line-height: 1.5;\">.<br \/>\n<\/span><span style=\"line-height: 1.5;\">It\u2019s usually placed somewhere highly  visible (header, right-hand side) and kept fixed within the site\u2019s structure so users can easily use it.<br \/>\n<\/span><span style=\"line-height: 1.5;\">There are more advanced implementation options (faceted search) and services that offer a very complete solution (dynamic results, multilingual, cross-platform, synonyms, phonetic search, typo tolerance, etc.).<\/span><\/p>\n<p>As I mentioned earlier, <strong>online, everything is measurable<\/strong>.<br \/>\nThis lets us know what really works and gets the best results for our online business.<br \/>\nAlways keep in mind that <strong>what\u2019s effective is usable.<\/strong><\/p>\n<p>What do you think?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Hi! I\u2019m Gabriel Castro and today is my first post on the blog. I have 5 years of experience in eCommerce and more than 15 years in the technology sector. In this and upcoming posts I\u2019ll talk about usability and user experience (UX). Usability and user experience directly affect the success of our online store. [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":12593,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[2507],"tags":[],"class_list":["post-19246","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-emarketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Usability and user experience in eCommerce | Blog Trilogi \u2013 The Digital Agency<\/title>\n<meta name=\"description\" content=\"Hi! 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