Website usability done right – how to convince people to return

It’s simple, if your e-commerce page isn’t user-friendly, you’ll never reach your target audience. Website usability should be your priority from now on. 

Only because a few years ago people accepted a poor user-experience it doesn’t mean they have to do it now. They have plenty of options to choose from. When unhappy with the performance of a website, they exit and search another one that meets their requirements. 80% of Internet users don’t come back if a website offered a bad experience. 

The following practices boost e-commerce usability.


E-commerce should be optimised for mobile use

It shouldn’t be a surprise that users prefer mobile devices, but there still are websites poor optimised for mobile users. 

Do you now that 
over 50% of the global Internet traffic comes from mobile devices? People don’t simply use their mobile devices to browse on a website, they are purchasing things. By 2021 mobile e-commerce will make over 70% of total online purchases.  In China alone, 75% of purchases are made through mobile devices. 

Now you need to ensure your website is mobile optimised. 50% of people use a single hand to operate their smartphones, so you need to make sure your buyers can use only their thumbs if they want to browse through your website. When using a smartphone with a large screen people find hard to reach all areas (red areas), so you shouldn’t include buttons there. Don’t place any button in the corners of the screen and ensure all of them are big enough to touch them. 

Do you know WCAG standards?

WCAG stands for 
web content accessibility guidelines and they establish how to create content people with disabilities can read. 

Over 15% of people worldwide have a form of disability and your website shouldn’t restrict their access. It should encourage anyone to use it, no matter their condition. 

The following disabilities affect Internet users visual, speech, physical, neurological, cognitive, and auditory. 

Across the globe 300 million people are colour blind. They see colours differently than the rest of you, and you can facilitate their access to your website by eliminating conflicting hues, people with visual difficulties cannot process. Don’t integrate flashing lights or alternate colour backgrounds because they can cause seizures in people sensitive to light. 
User Testing for eCommerce can help you determine if your website is accessible to people with visual impairments.           

If your website includes video content, you should include captions to all videos to help people with hearing impairments understand it. Your website should meet the following standards to respect the WCAG standards robust, understandable, operable and perceivable. 

Implement a simple navigation

Navigation is directly connected with usability. When accessing a website, people mainly check your product pages. Is it facile for someone to reach the product page they are looking for? How many clicks does the process imply? Answer these questions to understand how user-friendly your website is.

The main reasons why people are abandoning their shopping carts are: 

  • High shipping costs or other taxes
  • The site requires the user to make an account
  • The check-out process is too complicated
  • The website had errors or crashed

Navigation is one of the main factors that influence user retainment so it should also be a priority for you. 

Website credibility influences user experience

People don’t come back to a website if they don’t find it credible. You can 
establish your e-commerce page’s credibility by being transparent about the price, product details, and contact information. Don’t force your visitors to check the entire website to find these pieces of information. 

When browsing a website, Internet users expect to find: 

  • Information about products and services
  • Company’s contact details
  • The About Us section

A page that doesn’t include the above elements has a negative impact on its users. Display the price next to each product and don’t include hidden taxes. Forcing the user to check another page to find out the price creates a bad experience. 

When your website established a positive reputation in the industry clients find easier to purchase. 


Post only legit content

Yes, handwritten-looking-like text looks great, but it makes difficult for people to read content, so you shouldn’t use it. When users spend more time to figure out what ingredients your products contain, 
they’re more likely to exit the website.  

Ask a web designer for recommendations on what fonts work better together before choosing a combination. Even if you select a font, you need to ensure the colours, spacing and paragraph length work together because they all influence the content’s legibility. 

For example, you can use a legible font, but if you customise it in a colour like orange or pink on a white background your website visitors will have difficulties to read it. 

Ensure your content is highly scannable because less than 30% of your clients will read it entirely. Chances are you are scanning this article right now. This is why it’s recommended to write short paragraphs under headings that conclude the idea of the text. 

Be consistent

When browsing through your website, your visitors need to see consistency. Don’t switch the theme and layouts every month, choose one you can stick for more than a year, other way you’ll confuse your clients. 

Let’s say you sell clothing products, a consistent website would imply to use the same template to post the products. 
Place the product image on the left, the product name on top right, the price under the name, the description below, followed by the colour choices, and the cart button last. 

Most online stores use this format, even famous brands like Chanel find it effective because it’s straightforward and it boosts user experience. 

User experience directly impacts your website’s success, so do your best to convince them to come back. Above you have some tips that can help you do it right.