简明现代魔法 -> web设计理念 -> 电子商务网站的10个易用性原则



The ecommerce marketplace is a very competitive one and a rival site is never more than a click away. If you want to attract and retain customers, you need to make sure that your site is as usable as possible.

You could be selling the best products in the world, at unbelievably low prices, but if shoppers can’t find them or get confused along the way, you’re never going to reach your full potential in terms of sales.

Improving usability is all about making the buying process on your site as quick and easy as possible. The smallest of changes can have the most dramatic effect on conversion rates. The 10 steps explored below will all help to improve both sales and customer satisfaction. It’s not necessarily a case of employing all 10 of these steps on your site- some smaller merchants will find this nearly impossible. Pick the ones that you think will work best for you and don’t be afraid to try something new.


Let Shoppers Buy without Registering 用户无需注册直接购买

Every company wants shoppers to register for an account, but the lengthy registration process is a real turnoff for many visitors, especially those who believe (rightly or wrongly) that what they want from you is a one-off purchase.

It’s a good idea to allow ‘guests’ to add items to their carts and checkout without the hassle of registration. Once they’ve committed to their purchase, they should be given the option to ‘Sign Up’ to save time on their next visit. This method has been shown to increase sales, improve customer retention and lower cart abandonment. Remember, in many cases, a sale is more valuable than an email address.


Keep the Signup Simple 注册要简单

How much information do you need from a customer when they sign up on your site? You might want as much as you can get, but in reality you need very little. Avoid lengthy signup forms which customers are likely to run a mile from as soon as they open. All you really require is an email address and a password.

Many sites ask for a username rather than an email address, but this can be a source of more confusion – usernames are easy to forget, email addresses are memorable; usernames are common, email addresses are unique.


Tell Users Where They Are 告诉用户他们所处的步骤

Breadcrumb navigation is a must for all major ecommerce sites. When placing an order, customers need to know exactly where they stand in the purchase process – how many steps they’ve completed and how many are yet to come. Without such navigation, customers easily get bored, think the process is going to go on forever and abandon their purchase halfway.

Using breadcrumb navigation, customers can easily skip back to a previous step if they think they’ve made a mistake, rather than giving up altogether. If breadcrumb navigation is beyond your capabilities, numbering each step – e.g. Enter delivery address (step 1 of 4) – is the next best thing.


Make Shoppers Feel Safe 让用户有安全感

Quite rightly, lots of people worry about giving out credit card numbers and personal details online. Shoppers need to feel completely confident when they buy from you. You need to reassure your customers at every stage that your site is safe and that you are a reputable merchant who will protect their privacy and not share their information.

A great way to do this is to get a trust certificate from somewhere like Hacker Safe or VeriSign. You should also ensure that you have an updated SSL certificate.

用户对安全非常在意,尤其当他们需要输入信用卡号的时候,在用户购买的任一步骤,你都需要让他们有安全感,并且让他们知道你会保护他们的安全与隐私,最好的办法是在网站上部署 SSL。

Confirmation 订单确认

Confirmation is an absolute necessity if you want to make your site as usable as possible. Not only does it reassure shoppers, it saves you time by reducing the number of queries you get from confused customers.

Effective confirmation should be split up into three parts:



Search Function 搜索功能

Every ecommerce site needs a high visibility search box, preferably located in a clearly marked spot above the fold, which should allow customers to easily filter and refine their results to find what they want.

Search functionality reduces the time customers spend searching for items, making their shopping experience a happier one.

If your site offers a wide variety of products, you should strongly consider adding a search by category refinement, which not only quickens the search process, but reminds customers of the wide range of items you have for sale.

Letting shoppers search by colour, size etc (if applicable) is also a good idea. In addition, you might want to give your visitors the power to customise their search results, by letting them choose how many items are visible per page.


Specify Related Items 列出相关产品

Nobody wants to feel pressured into buying more than they really want when they visit a website, but if used properly, specifying related items and cross-selling can prove very helpful for customers and very profitable for merchants.

If a shopper’s looking at a coat on a clothing site, for instance, they can be provided with suggestions for other items to complete the look. If they’re buying an electronic gadget, additional necessities like batteries and cables can be made easily available. Amazon’s method for suggesting related items has been shown to increase revenue and retention massively.

如果处理得当,列出相关产品可以带来交叉销售,比如,用户购买电子产品的时候,可以列出与该产品相关的电池,线缆等配件,Amazon 证明该方法十分有效。

Call-to-Action Buttons 行动按钮(Call-to action button)

Never underestimate the power of the call-to-action button. Effective ‘add to cart’, ’sign up’ and ‘proceed to checkout’ buttons can push your conversion rates through the roof and vastly improve your site’s usability.

To make these buttons stand out you need to think carefully about their size, colour, font, wording and positioning. They need to be large, clear and in a colour that will stand out against your site’s background. ‘Add to cart’ should be used instead of ‘buy now’, which can scare away some people. Local language should be taken into consideration when designing call-to-action buttons. For example, Americans are more accustomed to ‘add to cart’, while a British shopper would be more familiar with ‘add to basket’. If possible, use IP delivery to serve custom versions based on the customer’s geographic location.

不要低估了那些行动按钮的力量,“添加到购物篮”,“注册”,“结算”一类的按钮可以提高你的成交率和易用性。要想让这些按钮吸引人,需要在字体,颜色,措辞,位置等方面仔细揣度,按钮应该足够大,清晰,色彩应该同背景形成对比。在措辞方面,应该使用“添加到购物篮”,而不是“立即购买”,后者会吓跑某些用户。应该考虑使用本地化语言,比如,美国用户更习惯“添加到购物车”,而英国用户习惯“添加到购物篮”。如果可能,可以使用 IP 区分客户的来源以便针对不同地区的用户,提供不同的本地化语言。

Avoid Hidden Charges 避免隐匿费用

If there’s one thing that angers customers more than anything else, it’s hidden costs. Make sure that you display prices, taxes, shipping charges (and money saved if applicable) as early in the purchase process as possible. People tend to shop on a budget and want to know their genuine totals before adding other items to their cart.

If they’re presented with a load of extra costs when they finally come to pay, they’re more than likely to abandon ship, trust will be broken and repeat orders lost.


Keep the Cart Accessible 让购物车随时可见

The cart should be visible to a customer at all times, on every page. It should appear above the fold, at the top or on the right, so that customers need not navigate away to view their cart contents and the total order cost. To increase usability further, customers should be able to edit their cart, adding and removing items, at any stage, on any page, without having to update or refresh.

A ‘proceed to checkout’ button should be positioned inside the cart, making the order process that little bit quicker.







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