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At the recent Shop.org Retail’s Digital Summit in Dallas, UserTesting participated in a series of website critique sessions called The Doctor Is In. Our own UX Researcher Chinwe Obi conducted five sessions with retailers with the goal of helping them identify usability issues and optimization opportunities. Prior to the conference, she ran UserTesting studies with each retailer’s target audience to bring real user feedback to the discussion. Here’s what we uncovered during the review sessions.
1. Clearly labeled and uncluttered menus helped users navigate the site seamlessly and find what they were looking for. The bulky multi-level menus of previous years are being replaced with simpler menus with easier-to-understand categories, and customers are reaping the benefits. 2. Shoppers appreciated seeing security badges and accreditations before entering checkout. An additional level of assurance can put customers at ease and build their trust with the retailer. 3. Filtering options within categories were generally seen as helpful. When browsing through categories or search results, shoppers liked the ability to narrow their search, especially on mobile—and especially if the filters worked seamlessly.
1. There is a delicate balance of text in product descriptions on product pages. Too much text can be overwhelming, and people won’t read it. However, too little can leave them with unanswered questions about product details. 2. Text size makes a big impact on usability, especially on mobile. Text that’s too small to read on the small screen forces users to pinch and zoom, creating friction between the shopper and their purchase. 3. Users wanted the ability to check out as a guest. On the sites we reviewed that didn’t offer that option, shoppers grew frustrated at having to create an account.
Retailers can make meaningful improvements to their websites through user research. By listening to user feedback, retailers can identify opportunities to create better customer experiences, increase their conversion rates, and boost their bottom line. To find out how UserTesting can help your company find optimization opportunities on your site, sign up for a free trial today.
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