ECommerce Usability

It is very easy to overlook important information that your website viewers may need when they first access your homepage. While landing pages are helpful in guiding searchers to your site, eventually even these folks will find themselves on your homepage. These six words can help you add some punch.

Where

If you run a local business, targeting local sales, is this obvious from your homepage? Is your site a headquarters with offices worldwide? What is the native speaking language? This may be important for those who are uncomfortable doing business outside their own country. Some site owners know people will not buy certain products, such as medical supplies or drugs, from outside the USA. There are other ways to prove your credibility and authenticity, without losing your right to privacy. This information offers instant validation to your homepage visitor that they have arrived at a place that is intended for them.

Who

This is a basic question. A logo is not that exciting, nor is it likely completely descriptive. Just ask Google. Add a descriptive tagline, which contains keywords and explains the purpose of the site. Many websites offer no clues about their country of origin, language and whether or not it targets a global or local target market. Search engines benefit from finding a zip code and town, in text, on your homepage. This increases your page’s chance of coming up in local searches, or whenever a search engine determines a local result fits someone's search criteria.

What

This may be the most understandable point to address on your homepage, and the most challenging when you truly understand the real question. ‘What” is more than just what your product or service is. It is also where you can offer the value proposition, features and benefits. The value and benefit of “What” may be substantial than the competitor’s site, who forgot to include this part or can’t offer a better deal.

When

We suggest that you walk around your whole site and ask each page the “When” question. When can they print a page? When does the confirmation email arrive? When does the next news update occur? You can go nuts with this one, but the more you answer this question, the more confident your visitors will feel about you or the company.

Why

This is where you explain the value proposition and marketing content, in more details, but be considerate and precise. Do the homework for the many people who are still comparison-shopping, and convince them you have what they want and need.

How

If there is a shopping cart, strong identifiers are a login and cart icon at the top of an eCommerce website. Other clues are links to “Track your order”, “Your account”, buy buttons and order instructions. Timing is vital for sales. In addition, it communicates your readiness and ability to stay current and up to date.

The purpose of interviewing your homepage may seem more practical to you now.