The presentation covers the following issues: Checkout process: how to optimize your checkout process to avoid a shopping cart abandonment; Navigation: help shoppers to achieve their goals fast and easy.

1. Usability for E-commerce:
how to increase your online
sales
Practical Usability Guidelines for E-commerce. Part II.

2. About Magecom
2008
Year Founded
500+
web sites
200+
ecommerce projects
100+
Magento projects
Magecom creates high quality e-commerce solutions on Magento platform
30+
experts
www.magecom.net

3. Improving the checkout process

4. Checkout: without upfront registration

5. NO!
Checkout: NO distractions
YES!

6. Checkout: descriptions for form field labels
• Numeric dates
• Monetary amount
• Password
• Phone number
• Credit card number and
security code
• Address line 1 and 2
• Industry-specific values
• Abbreviations

7. Checkout: clarification of contextual words

8. Checkout: auto-detect or autocomplete city and state
Note!
• Sometimes ZIP code is applicable to a
region or multiple cities
• Automatically pre-fill the ZIP code if
shopper has already provided it
• Don’t skip the city or state field from your
form
• ZIP codes do change, so always allow the
customer to manually change the state and
city

9. Checkout: clear error indications

10. Checkout: final cost
Product price
Tax cost
Shipping cost
Custom options

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E-shop navigation
• Where am I?
• Where have I been?
• Where can I go?
• What is here?
Help shoppers to achieve their goals fast and easy

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Navigation: main menu

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Navigation: main menu
Put the same subcategory within multiple main categories

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Navigation: search
use auto-
complete
simple search
boxes and action
buttons
make something
out of nothing
show what is
relevant
use images in the
search results
make sure your
search results are
accurate
repeat the search
text on the results
search boxes are
placed on top of
the web shop

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Navigation: filtering

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Turn your customers into fans:
loyalty programs and bonuses

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Marketing: gifts for first-time buyers

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Marketing: Reward Points or Club Cart

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Marketing: recommend to a friend

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Marketing: contests

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Marketing: reward for a review

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Marketing: personalized offer
Purchase
history
Wish lists
Completed
surveys
Age and
sex

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THANK YOU FOR BEING WITH US!
info@magecom.net
www.magecom.net
Please let us know if you need to
make a free usability review!