Benefits of ecommerce usability testing

14 January 2016

Prior launching any ecommerce website, the most crucial part is to test for its usability. Usability testing includes evaluating the features and functionality of the site. The features are tested for make the website user friendly and intuitive. Some of the key things that you have to look for while testing for usability include responsiveness, cross browser compatibility and navigation. 

Following benefits can be availed by ecommerce sites from carrying out usability testing. 

1. Reduced redesigning costs 

Carrying out ecommerce usability testing in the beginning and identifying the costs can save you from the hefty redesigning costs in the end. Doing some minor changes after usability testing is always better than redesigning the entire webpage in the end. As the customers will be less engaged when your website is undergoing redesigning, carrying out usability will eventually lessen the support costs. 

2. Better retention rate 

Most visitors leave a particular site after landing on its homepage. When usability testing is done, you will be able to figure out the flaws in your website that is not letting the visitors retain on it. Here are some major reasons why visitors do not retain on a landing page after clicking. 

Homepage takes time to load and the user waits impatiently The user does not find the right information on the website The site needs Flash plug-ins which irritates the user at times. Certain strategies can be used for improving the site retention. Removing pop up ads, updating the homepage regularly and having a good design are some of the basic steps that you can employ to keep your visitors retained on the site. 

3. Reduced desertion of shopping carts 

Reducing the number of dropouts on the shopping page is crucial. With ecommerce usability testing, you can understand the reasons for these dropouts, thereby improving the purchase rates. 

4. A better brand image 

Website is a crucial element in marketing strategy. It is sole example for presenting your brand image with maximum impact. When you create a pleasant website, the customers will develop an image for your brand. If this is not carefully handled, they will eventually click away to your competitor’s website. With usability testing, you can not only find out the major flaws but some minor flaws like misspelt words, grammatical errors in web content as well. 

5. Higher profits and sales rates 

If your band image improves, shopping cart dropouts reduces and visitor retention progresses, it will direct impact on your sales. Thinking from user’s perspective is of prime importance when you have to positively increase your sales rates. Targeting the right audience, providing the right information about the products displayed on the site and providing all the necessary information to the user on a single page are some of the key areas that lead to increased sales. 

Thus, ecommerce usability testing is of utmost importance when one is looking to make the website user friendly and create excellent experiences for the customer.

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