eCommerce and shopping cart usability matter mostly due to the fact that if a store is not easy to use, and simple to buy from, it can greatly affect it’s ability to generate regular sales or increase those sales over time, which makes it more difficult for merchants to grow their stores to the next level. Many of the most successful merchants got that way by following strict usability guidelines, search engines guidelines and by abiding by other Online selling best practices. It’s no accident that the best eTailers got where they are by doing what works and continuing to try to improve.
Online store usability and eCommerce shopping cart usability are extremely important factors for all online sellers, especially for the ones who hope to improve over time and are serious about increasing online sales to their potential. Many merchants forget that even the most simple changes can dramatically effect how their stores perform, both for users and search engines.
Creative Good Inc. recently published a research paper reviewing 10 leading Web shopping sites. In the study, 39 percent of test shoppers failed in their buying attempts because sites were too difficult to navigate. The potential benefit to be reaped by improving a website’s usability is staggering. This same research report indicated that $1 spent on advertising during the 1998 holiday season produced $5 in total revenue, while $1 spent on customer experience improvements yielded more than $60.
Over the next couple of weeks we will discuss common website mistakes and best practices for improving your eCommerce site.