Website usability is often an unattended problem in e-commerce store design, and a concept that is hurting conversion rates everywhere. Daily, online shoppers run across stores that simply make no sense. The customer arrives perhaps hopeful in making a new purchase…only to discover the site they have landed on is a nightmare of text, sub-par graphics, and little sensible navigation. Steve Krug in his work “Don’t Make Me Think” poses the idea that customers should have to exercise little thought in navigating and ‘using’ a website. Their paths and choices should be clearly outlined; all they have to do is follow. One can relate these ideas to the layout of a house. It simply makes sense. An architect wouldn’t design an entrance to a restroom through a closet. Nor should a store owner make their customer’s shopping experience confusing. Maintaining superior usability and sensible site navigation can aid conversion rates and customer satisfaction.

Krug introduces some very important questions the customer will subconsciously attempt to answer. Firstly, "Where am I?" If the customer can’t figure out they are at a store that sells soccer balls, the likelihood of conversion reduces greatly. A store owner can help the customer answer this question by intuitively placing content and graphics that appeal to the brain’s subconscious processes. The human eye reads left to right, top to bottom. Clearly, the logo (the defining brand of the store) is best placed in the upper left hand corner. Strategies such as these are intuitive in nature, and appeal to the customer’s subconscious processing of what is in front of them.

“What do they have here?” is a high-ranking question that begs a clear, concise answer. If the customer is unable to determine the product offering of the store, confusion is eminent. The store design and usability must lend itself to the intrinsic purpose of the store...which is to sell.

Another important question Krug poses is “Where do I go to get what I want?” In the interest of e-commerce, Krug is pointing to the importance of clear, user-friendly left-navigation. The left-navigation must clearly communicate the top-level categories as determined by the storeowner. There must be no mistake that these left-navigation links take the customer to a different section. A clearly marked “Shop by Category” or “Shop by Brand” heading is a great way to establish the purpose and usability of the left-navigation.

Think of the homepage of a store as the front door of a house. It is clearly marked, and you know where you are: The entry point. Online stores, like houses, are designed intuitively. One doesn’t put restrooms in closets, or sinks in cupboards. If a store owner is to appeal to their customers from a usability standpoint, things simply have to make sense. Links need to be clear and concise. Sections must be clearly labeled, so the customer knows where they are at all times and know how to backtrack if needed. Making adjustments to the usability of an online store can reduce the customer’s need to ‘think’ and ‘work’ at completing a conversion. With sensible usability and site structure, the process in which the customer completes a conversion is seamless and effortless.

Need more advice on e-commerce usability? Call us at 888-429-4803 to speak to one of our Design Consultants. We’d love to help streamline your store!