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Tips for eCommerce optimization

Ecommerce Website UX Checklist

Some basic consideration geared mainly toward the common entry pages for your ecommerce store. While some of this is obvious to those in UX or SEO it’s good to have complete checklist from 101 to 202 in nature. Start with you homepage and this portion of this list to see if your ecommerce entry page has these common sense things in place.

Many of these basics are site-wide good ideas to practices that actual came from a variety of sources on UX practices. A basic eCommerce website checklist with some advanced or personal stuff added to round it out.

• Be consistent

• Speak the customer’s language

• Minimize “depth”

• When you have depth, bucket similar topics in the same line and urls

• Learn how to redirect and block access to affiliate style links or ad links

• Minimize ad space above the fold

• Indicate where user is (breadcumbs)

• Do not use frames

• Put search entry field on every page

• Have Analytics, remarketing and eCommerce tracking in place from day one.

• Design search to put user’s searched-for hit on first page of search results

• Allow user to search by product name, product category, brand, model/item number, and price

• On search results page, allow user to perform another search, refine results, and sort results

• Have a smart 404 page with clear search options. Treat them like they are lost.

 Browsing and searching

• Use category pages

• Do not over classify (thin content is not your friend, ask eBay as of Panda 4.0)

• Enable sorting

• Support navigation by letter for alphabetical lists

Homepage

• Explain what the site is about.

• Have your most common purchases linked, visible and underlined when possible.

• Make browsing easy

• Provide service information

 Effective online content

• Show product images

• Display price

• Provide details

• Show item availability

• Provide information on guarantees and conditions

• Use conventional names for colors

• Provide select of product options here – not on the checkout

• Avoid multilevel menus to select options

• Make page elements noticeable

• People scan webpages rather than read

• Do not write pompous texts with zero information

Value

• Use simplest words

• Avoid putting extraneous stuff

• Provide full contact information

• Optimize your images

• Remove outdated content immediately

Visual design matters

• People scan webpages rather than read

• Focus on “above the fold” page area

• Limit different text styles, colors and sizes

• Do not use underline except for links

• Do not write large blocks of text anywhere other than a connected blog.

Background

• Use graphics sparingly

• Don’t make important page elements look like ads and avoid animated graphics.

• Do not use images as a background

• Stay away from Flash

• Design for print-ability.

 The purposes of the shopping cart is to:

• Show items, all costs, and the subtotal

• Provide links to information the user may wish to review

• Allow to modify quantities and remove items

Checkout and Shopping cart guidelines

• Enable customer to begin the checkout process or continue shopping

• Suggest accessories

use promo codes and “share to save” offers

• Explain/show the steps of the checkout

• Show shipping charges earlier

• Provide field for shipping instructions

• Enable separate shipping and billing

• Preserve entered information

• Provide order summary before committing the purchase

• Send a confirmation email

• Have a newsletter

• Have a remarketing list of past successful customers to cross sell to

• Allow customers to purchase without registering

About author

Todd Kron

of Sellaholics is a veteran of Analytics, PPC, Display, video, UX, conversion optimization, affiliate programs, web design and web programming since 2002. My background includes affiliate sales to 6 figures, director of a web design agency, and currently the digital manager for a leading energy company located in Huntersville, NC. From search to sale 1000 different ways is my background. Sellaholics is a Google Partner Agency.

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