B2B usability sites: what is important to consider?
Sites of the “business for business” format, known as B2B, usually provide for a slightly different scenario for interacting with visitors than sites such as “business for customer”. Therefore, the…

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Whatever the site, without which it certainly cannot do, is without a menu. And often on one site there are several menus at once - for the main and additional…

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Usability of an online store: basic requirements for sample pages
Conversion rates for an online store are influenced by a whole group of factors, among which usability can be called one of the main. When developing, paying close attention to…

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Online Store Conversion

For any online store, an important indicator of the effectiveness of its work is the level of conversion. The conversion of an online store is a purchase made by visitors, and its level shows the ratio of the number of visitors to the online store who made a purchase to the total number of visitors for a certain period of time. The higher the conversion rate of the online store, the higher its effectiveness is evaluated.

The conversion of an online store is influenced by many factors, not the least of which is the level of usability. If visitors are comfortable using the online store, the likelihood of successful shopping increases. If the usability level is low, then visitors who want to buy something can “drop out” already from the first minutes of a visit to the online store.

Thus, the conversion of an online store and its usability are inextricably linked, and in order to improve conversion rates, efforts should first be made to increase the level of usability. How can I do that?

To increase the usability of an online store, you need to carefully analyze its current state. This will help both special usability testing and the collection of information using web analytics services. During the analysis of the usability of the online store, you should pay attention, for example, to what points:

how much time on average do visitors spend on pages of an online store;
how often the purchase process is interrupted after adding goods to the basket;
how quickly visitors find a shopping cart;
how often visitors leave the online store after an invitation to register / authorize.
The data obtained during the usability of the audit will help to identify the main problems that visitors to the online store face. To solve the identified problems, you may need to upgrade or a complete redesign of the online store.

The conversion of an online store depends, as already mentioned, on many different factors. In particular, we can note the dependence of conversion on traffic sources: its level will be different for visitors coming to the online store from search engines and from social networks that get to the online store through links on various thematic forums and directly enter the address of the online store in browser address bar. Such a difference in conversion levels is due to the fact that the goals that are facing visitors to the online store are different.

So, if a visitor independently typed the URL of an online store in the browser address bar, then it is highly likely that he is initially interested in making a purchase in this particular store. Also, the probability of a visitor making a conversion is high if he came to an online store from search engines on a request to buy a particular product, clicked on a link to a specific product from a thematic forum or blog.

But if a visitor got into the online store for unspecified search queries, for example, such as “mobile phones”, or followed a link from a non-topic group or page on a social network, then you should not expect a conversion from him: most likely, this the visitor simply studies the available offers from various online stores or made the transition for the sake of entertainment. In such cases, the conversion of the online store will be low.

In order to avoid conversion problems, you need to pay maximum attention to this issue from the very first stages of developing an online store. It is especially important to correctly design the interface of the online store and accurately determine the target audience for which the store is intended. You can create an online store that meets these requirements in professional web studios.

Web design studio offers professional services for creating online stores that are distinguished by ease of use, unique individual design, ease of maintenance and filling. When developing online stores, we can offer, if necessary, integration with 1C trading configurations so that their administration is as comfortable as possible.

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