I'm about to give you a number of ways to increase sales on ecommerce sites and increase sign-ups on service sites, but first, raise your hand if you personally, when surfing the web, enjoy registering to use a site.
Making users suffer a drop-down menu to enter state abbreviations is one of many small annoyances that add up to a less efficient, less pleasant user experience. It's worth fixing as many of these usability irritants as you can.
Although gift features leverage the online medium and draw new users to a site, they also introduce many usability pitfalls. Among them are poorly designed email notifications, which many users simply ignore.
User success rates on e-commerce sites are only 56%, and most sites comply with only a third of documented usability guidelines. Given this, improving a site's usability can substantially increase both sales and a site's odds of survival.
When we asked users to find a nearby store, office, dealership, or other outlet based on information provided at a parent company's website, users succeeded only 63% of the time. On average, the 10 sites we studied complied with less than half of our 21 usability guidelines for locator design.
A survey of 1,780 people who have bought something on the Web found that convenience and ease of use are the main reasons to shop on the Web. Non-buying visits (product research) are important to shoppers.
Extensive user research with people shopping online identified 5 main types of behavior: product-focused, browsing, researchers, bargain-hunters, and one-time shoppers. Each user type benefits from different UX elements.
Conversions measure whether users take a desired action on your website, so they are a great metric for tracking design improvements (or lack of same). But non-UX factors can impact conversion rates, so beware.
Useful search suggestions lead to relevant results and are visually distinct from the query text. (This is about how to design the search feature on your own website, whether it's an ecommerce site or not.)
Optimize the checkout experience on mobile ecommerce channels by taking into account the strengths and limitations of mobile devices. Aim to minimize the number of steps and typing, and take advantage of capabilities such as geolocation and the camera.