If you own an online store, then you probably already have lots of e-commerce web designers telling you about the importance of things like studying product photos, eye-catching design, and cutting-edge marketing tools.
There is no denying that these things matter and can make a big difference in the profitability of your e-commerce site, but there is also a huge feature – one that customers love – you should be sure not to overlook: usability.
Simply put, usability is a way to think about how easy it is for customers to find what they’re looking for in your site. It includes the navigation structure, overall layout, and even the way information is portrayed in your pages. These are sometimes difficult concepts to quantify, but they make an enormous impact on your bottom line.
You might not really see usability, but it’s definitely something that your customers experience. If your online store seems like a chore to use, it’s just as easy for them to click elsewhere to another e-commerce site and find the solution they need. With that in mind, think about online stores you like to use, and see if there are parts of their style or approach you can emulate.
Usability isn’t something that business owners always think of first when it comes to e-commerce, but you can bet that your customers can quickly sense whether they like your site’s structure or not.