Product Page Design – 82% of Ecommerce sites have issues. Be among the 18% that doesn’t.
So, you have started building your e-commerce site. Exciting time. If you are dedicated and serious about your e-commerce site, it’s good time to start thinking about A User Experience Audit, more commonly referred to as a UX Audit.
A User Experience Audit (UX Audit) is a way to pinpoint the less-than-perfect areas of a website. It reveals which parts of a site are causing headaches for users and lowering conversions.
Product page design is a good place to start. For this type of audit, you’ll want to make sure you utilize a full website UX design review so that you have a complete picture of the conversion.
UX audit – what questions does an audit answer?
While a UX audit cannot solve all the problems of an ailing site or app, it can be used to respond to some important inquiries:
- What is working well?
- Which metrics are collected and which must be gathered later?
- What does it tell you about visitor needs?
When conducting a UX Audit, you will want all of your team present: designers, developers, product strategists, business managers, social media assistants, sales teams, etc., as well as all of their gathered data. Hard working, goal oriented teams are not afraid of audits. After all, the whole purpose of an audit is to make sure everyone is on the same page and that everyone has a goal to make the company even better! Communicate with your team to ensure that everyone knows that their hard work will pay off, and implementing these changes will keep the company from stagnating and instead, help your business thrive.
How to start the UX audit?
- Start with Jakob Nielsen and Rolf Molich’s famous article 10 Usability Heuristics for User Interface Design. It will provide you with qualitative data. Conduct a cognitive walkthrough and ask each of your team members for input. This is the time to tell the truth.
- Then, go technical. Google Analytics, Heatmap software, etc. Remember that your goal is not isolated data points, but trends. For example, Mixpanel software can give you answers about where you lose customers in their buyers journey.
- Look at conversion rates and sales figures, including trends, and fluctuations. How do they relate to the technical data that you see from analytics?
- Then do page product analysis. What do you need to look at on your product page?
- Product Page Layout. Avoid big empty spaces.
- Product Images. Are they good quality images and appropriate sizes?
- Image Gallery UI. It is easy to access the image gallery and how quickly do images load?
- Product Video & 360-View.
- The ‘Buy’ Section.
- Shipping, Returns, and Gifting. Is it easy to access information on Shipping and Returns and is it clear for all customers?
- Product Variations. Are they clear?
- Product Descriptions. Are they engaging? Or can they be better? Do they sound authentic if compared to the competition?
- Specifications Sheet. Include as many technical details as possible. Leave no room for questioning.
- User Reviews. Do you have any? What do your customers say?
- Cross-Sells & Cross-Navigation. Cross selling drives revenue for all main e-commerce Without it, your business could die a slow painful death.
- Go through interviews. Start with internal shareholders and work your way down to the customers. All of these opinion count. It can be painful and tedious, but the transformation if your sales will be worth the hard work.
- You thought Storyboards were just for animated movies? Not anymore. Storyboarding is a fantastic tool which helps you visually predict and explore a user’s experience while navigating your site. It truly helps sales teams and business development executives to see the actual face of their website and potential. Design becomes human-centric. Scenario mapping is a slightly less graphically detailed option, but does much of the work as a storyboard. Here is a guide that helps anyone create a scenario map for users. For those executives, who are more technical and don’t want to go into emotions of users, task analysis can help too. It will contribute to outlining how easy it can be for users to execute their planned tasks on your website.
- Finally, create evidence-based recommendations. Be specific on the expected actions and deadlines. If data you gathered is not enough, look for inspiration from the best.
Here you can find 60 e-commerce sites ranked by product page usability.
It can be challenging to start your own UX design audit without any background in website development and user experience. But the benefits of trying outweigh the stagnation of a site who’s business is falling by the waste side.