Web site statistics can tell a lot about your web presence. For example, which pages visitors land on, from where they arrive and how long they stay on each page. But the greatest insight is in revealing shortfalls in usability.
High rates of shopping trolley abandonment should set alarm bells ringing. So, too, should pages that are rarely visited.
Studies have consistently demonstrated that user-friendliness and security are the top priorities for web site users. Web annoyances are thought to cause over 16 million UK internet shoppers to abandon their purchase before reaching the checkout. Most cite hidden charges or the need to complete a registration as their top web irritations. Also in the running as bugbears are vague shipping details, no option to buy over the phone and protracted checkout processes.
It is plain that demand for online shopping is continuing to grow year on year; the challenge for web site owners is to ensure their sites are ready to reap the full benefits of this booming marketplace.
Unfortunately, for some web sites, visitors can find it difficult to browse, search and pay for goods online. What distinguishes the top performers from the mediocre is usability – how easy a site is to use. In the UK many millions of online sales are lost each year purely because web sites are badly thought out and cumbersome. User frustration has a low threshold when a competitor's web site is a few clicks away.
The mantra, then, is usability, usability. A slick web site that is logical, intuitive and easy to use will always outperform those that have not spent enough time thinking through the user experience and giving attention to detail.
Related HIE Business link: Design and usability concerns
