One of our client contacted us because they wanted to perform a general functionality and checkout test, as well as improve usability and conversion rate for their online store.
Here are the results.
1. Test sequence and checkout flow
In general, our team found their online store to be clear, straightforward, and the site was easy to use. We tested the following sequence in the store:
Checking that the store’s homepage loads. Result: OK.
Testing that mobile version is working and it is mobile friendly. Result: OK.
1.3 Product pages
Checking that product pages load properly. Result: OK.
1.4 Add product to cart
Adding product to the shopping cart. Result: OK.
Checking the shopping cart loads properly. Result: OK.
Checking the checkout page loads properly. Result: OK.
1.7 Customer login page
Checking that new customers can register and log in at checkout. Result: OK.
1.8 Checkout payment process
Testing that the payment process works properly. Result: OK.
1.9 Checkout process
Testing that customers can complete the checkout process. Result: OK.
The checkout flow worked fine during the time of the review. We also successfully managed to perform a test purchase for one of their product via PayPal.
2. Notes and suggestions about general functionality and usability
During the review, our team identified a few things, and we had some recommendations too.
2.1 Don’t use image sliders or carousels on the store’s homepage
It’s not worth using image sliders or carousels on the store’s homepage because they are conversion killers, and not ideal for usability, either. They look like banners, which most people ignore because they mistake them for ads (banner blindness).
Instead, we suggest using a simple, static image with a strong value proposition.
2.2 Value proposition should be the first thing visitors see
You have to present your value proposition as the first thing visitors see on your homepage, and ideally, it should be visible in all major entry points of your website (category and product pages).
Because most e-commerce stores have a large portion of visitors that have never heard of them before.
2.3 Displaying reviews prominently
We suggest displaying real and quality reviews more prominently on product pages.
They are important, most online shoppers consult reviews prior to purchasing.
2.4 Ensure your cart is working properly
During the test sequence we viewed a specific product page. And when we clicked on the Add to Cart button, nothing happened. The product was not added to the cart.
We were confused until we figured it out that we should have chosen a size option first.
It’s trivial but we suggest using clear instructions above the size selection part and a more prominent and clear error message in case of an error.
2.5 Bigger, bolder and more prominent checkout button
We suggest using a bigger, bolder and more prominent checkout button because currently, the button is the same size as the other buttons in the checkout screen (Continue shopping and Apply coupon).
On the checkout page, the most important call to action (CTA) is the checkout button, and the visual hierarchy should reflect this.
2.6 Prominent contact information
The contact information can be found for the shop (name, address, phone, etc).
It’s always a good idea to use these because it improves customer trust, boost sales, and it is important for SEO.
2.7 Right elements at the right place
The currency and language selector button should be placed on the top of the page instead of the bottom.
Because they are so hidden that we didn’t notice them for the first time.
User experience must be smooth, and as customers, we shouldn’t look for things like these.
2.8 Use large font sizes
We suggest increasing the default font size for paragraphs to at least 14-16px for better readability.
Legibility and readability are critical, and bigger font sizes hold more visual weight and help usability too.
The current 12px size is too small for a general audience: older users need bigger text indeed, but even young users appreciate not having to squint to read the text on a product page.
On mobile devices, we suggest increasing the paragraph font size even more, up to 18-22px.
2.9 Establish trust
It’s always a good idea to display these elements because they help to establish trust.
2.10 Use customer testimonials
We suggest using customer testimonials as well (and more quality reviews on the individual product pages).
They will also improve trust and credibility for your customers and boost your sales naturally.
3. Page speed test
Though your store homepage seems to be well-optimized, there’s room for improvement. Based on the Google PageSpeed Insights test we suggested they should:
- Eliminate render-blocking resources
- Serve images in next-gen formats
- Defer offscreen images
- Defer unused CSS
- Efficiently encode images
- Reduce server response times (TTFB)
- Properly size images
The above methods are important factors for Google Page Ranking. And in general, the faster your website, the better the overall user experience will be for customers.