USABILITY AND CRO: THE WINNING COMBINATION FOR YOUR ECOMMERCE
The Usability of your eCommerce is one of the main pillars to achieve the longed-for excellence in User Experience. This will help to create a better perception of your brand, to generate more trust, and thus will encourage an increase in conversion (CRO).
This seems obvious, but it is not always easy to achieve. For this reason, our projects are aimed at giving the user or customer a unique experience, from the operative or transactional point of view (product purchase) and from the emotional or brand or product interaction point of view (recommendation).
Would you like to know how we do it?
THE KEY FACTOR IS NOT YOU OR YOUR PRODUCT, IT'S YOUR USERS.
WE THINK ABOUT THEM TO ACHIEVE YOUR GOALS.
Rubén González - Head of Strategy at ECOMMBITS
HOW DO WE WORK ON USABILITY?
At ECOMMBITS we not only work on your store’s Usability, but take into account the entire experience which a user expects to find. For this reason, our projects take your needs and goals into account, but always placing the user, the key part of your business, at the centre.
WE UNDERSTAND YOUR NEEDS
Tell us what has led to start a usability project: your goals, concerns, questions…
Defining all processes well in each area of your business is critical to find what the challenge will be, what we should improve, and how far we will go.
To do so, we will conduct a briefing with all your ideas and will find the requirements to have a global view of the project, from the more aspirational aspects to the more functional or technical ones.
WE ANALYSE YOUR STORE AND YOUR USERS AND CUSTOMERS
No doubt, this is the most critical stage in all projects, as the results obtained will be the trigger for everything else.
We will analyse your history by means of your main business KPIs, your competition, and your users by means of techniques such as NPS tests, heat maps, recordings, eye tracking, and even focus groups. All this depends on the point at which you are and the scope of your project.
CONTENT ARCHITECTURE AND INTERACTION FLOWS
Again, we think about users. We make it easy for them.
Content architecture: This is the content structure, both global and specific to each area (catalogue, processes, information, private area, etc.). If it is not properly defined, it will be difficult to guide users at the different points of the process.
Interaction Flows: Each part of the architecture, each feature, will have one or several connections to each other, so it is important to define how we want them to interact from the time when a user arrives at the store until they leave.
We reach the final stage, the most visual and clearly the most complex one. The prototypes or wireframes must be able to fulfil all the goals and needs defined in previous stages and also achieve their own goal: making the store simple, intuitive, and capable of generating a good experience for our users and customers.
This work will be the previous stage before the final design of your store. Don’t skip it, it will save you a lot of time and money in areas like design, development, and layout.
DO YOU NEED TO PROTOTYPE ALL THE PAGES ON YOUR ECOMMERCE WEBSITE?
Ideally, yes. But this is not always possible due to resources or budget. For this reason, the analysis stage is crucial, as it will help you to prioritise before starting.
Our recommendation is always to start with pages or features in which you have identified serious lacks or those which are crucial to achieve your business goals (purchase, leads, etc.). Then the analysis process will continue, so you can stagger the rest of the process and gradually optimise it on the basis of needs at any time.YOUR
IS IT IMPORTANT TO PROTOTYPE AT DIFFERENT RESOLUTIONS?
Definitely YES. Basing yourself on just one device continues to be one of the most common mistakes, particularly because users behave in a very different way when they are browsing on a computer or tablet, but particularly on a mobile phone.
Defining and prototyping a screen or feature on the basis of these three resolutions should be a must in any project, as it will help us to improve processes, user experience, and thus conversion.
WHAT CHALLENGES ARE POSED BY MOBILE USABILITY?
Mobile usability poses, particularly in eCommerce, two extra challenges: loading speed and screen size. Users are much more demanding!
To overcome them both, you should always bear in mind that less is more. For this reason, you should define and develop thinking about mobile, often simplifying such aspects as architecture or features.
The mobile phone is currently the device par excellence. Prioritise it in your project.
WHY CHOOSE US?
- We specialise in eCommerce. 90% of our clients have an online store or conduct part of their business online.
- We have our own specialist Usability team, who also have knowledge of the other areas that affect an eCommerce store.
- We work with clients in very different sectors, both in B2C and in B2B, which helps us to quickly adapt to new projects and needs.
- We are experts in Marketing, so our launch of CRO strategies is one of our strong suits. Our projects focus on conversion.
- We analyse, test, and measure results. They are always aimed at improving conversion and at the end customer’s satisfaction.
- We develop online stores and know how to achieve the balance between Usability and Technology. We do not promise impossible things, so our prototypes are adjusted to the features of your eCommerce store, and particularly to your budget.