The COVID-19 pandemic accelerated the digitalization of businesses and fostered the growth of e-commerce. For this reason, many entrepreneurs have created their own online stores using templates templates that Internet platforms offer. However, by not being a custom design, these templates exclude best practices that leading stores have already implemented. That’s why in this post I will talk to you about 8 keys to improve the usability of your e-commerce.. We will address this content:
- Data about e-commerce in Mexico
- Importance of usability in e-commerce
- 8 keys to improve the usability of your e-commerce
- Conclusions
Data about e-commerce in Mexico
- It is estimated that e-commerce in Mexico will grow from US$34 billion in 2021 to US$63 billion by 2025.
- The most profitable segments for e-commerce of B2C businesses are, in order of importance: electronic; fashion; meal; toys, hobby and DIY; beauty, health; furniture; drinks, and media.
- Estimates suggest that clothing e-commerce sales in Mexico will rise to $2.87 billion by 2025.
- By 2025, mobile commerce revenue is projected to double that of desktop, reaching about $41 billion. Mexico is among the main mobile commerce markets in Latin America.
- The leading stores in the B2C e-commerce market in Mexico in 2021, by net e-commerce sales, were: Amazon, Walmart, Coppel, Liverpool and Shein.
Importance of usability in e-commerce
Usability refers to the extent to which a product, system or website can be used effectively, efficiently and satisfactorily by its users, with the objective of achieving some goal such as performing a download, purchasing a product, completing a form, among other.
In the context of this entry, usability focuses on when an Internet user arrives at your online store, they can easily find the products or services they are looking for and can easily complete a purchase.
If it is difficult enough to compete with large e-commerce stores as an SME, usability is an essential factor for Internet users to complete a purchase on your website. Therefore, below I will tell you some secrets that large e-commerce stores have implemented: know the keys to improve the usability of your e-commerce and thereby increase your sales.
8 keys to improve the usability of your e-commerce
- General factors: The page should load quickly; be optimized for mobile; Its navigation must be intuitive; have an SSL certificate that indicates that the site is secure; The CTAs, that is, Call to actions must be clear, for example: Buy now, Subscribe to the newsletter, etc.; It is advisable that you have a general search field.
- Homepage: It is very important that your home page is attractive, has a professional design and clearly communicates your offer. It is advisable that this page shows the main products you sell and also that it has a clear direct visual hierarchy.
- Category page: Good practices are considered: using filters to filter information by price, best sellers, best rated, etc.; show the number of products in the category; Put clear CTAs and show the subcategories well hierarchized. An example of a hierarchy for a pet product store could be:
- Dogs
- Food
- Awards
- Beds
- …
- Cats
- Food
- Sand
- Beds
- …
- Fishes
- Food
- Fish tanks
- Water filters
- …
- Dogs
- Product page: Place breadcrumbs that allow you to identify which category and subcategory the Internet user is in (for example: Home>Dogs>Food>Medium size); put the button with the buy CTA near the product title; create a sense of urgency by indicating that there are few pieces left available; the size of titles and subtitles; brief and detailed descriptions… are factors that, once on the product page, will help you sell more.
- Shopping Cart Page: Some elements to consider: that the cart indicates the quantity and price of the selected products; that the number of products can be changed, as well as removed from the list; show the option to add a coupon; put an image of the available payment options; have a button with a main CTA: Pay and another button with a secondary CTA: Continue shopping.
- Check out page. This page usually asks users for their information, such as name and address; In some cases, guest shopping is also allowed. So that the buyer does not get stressed, they should be told that their data will be processed only to process the purchase and you can also put a trust seal with a reassuring text such as “Proceed to secure payment.” Placing a progress bar that indicates the purchasing process and which of the steps the Internet user is in is also useful.
- Thank you page: When the purchase is completed, the user must be informed that it has been processed correctly and confirmation must also arrive by email. Factors to consider on this page: purchase confirmation, a thank you, order summary, contact seller options and a button to return to the store and continue shopping.
- Differentiators: Maybe you can’t compete on shipping times against Amazon or other big box stores; However, you can use the differentiators that characterize your brand as decisive factors for your potential clients. For example, if your brand is eco-friendly, supports local producers, or has some other goodness, show it off!
- E-commerce in Mexico is booming, specifically, through mobile devices.
- Significant growth in e-commerce is expected in the coming years.
- Small businesses can compete with large corporations if they have a differentiated proposition.
- When it comes to usability, small details make a big difference. The improvements we indicated above can increase the sales of your products.
Tell us what you thought of these keys to improving the usability of your e-commerce. At Letras Laetas we carry out usability audits of your website, we can help you incorporate the best practices so that you sell more! Contact us for more information.
