Y U L I A O R L O V A

O P E N - T E S T I N G G R O U P

F B . C O M / O P E N T E S T I N G

How to optimize an online store?

Goals of online store

sell more

sell with a good price

sell with comfort

Home page is the storefront

For new customer:

to make a decision to continue viewing this site

For regular customer:

show their interesting sections of the catalog and products

assist in making a final decision on the selection of goods and purchasing

Home page is the candy wrapper

Home page is the candy wrapper

Home page is the candy wrapper

New products, special offers, bestsellers

How it works for different types of stores?

Tiny stores (10-20 products)

Huge stores (~1000 products)

New products, special offers, bestsellers

New products, special offers, bestsellers

“For mothers and children. Bestselleres”

Navigation

Navigation

Basic navigation in the online store is:

Information about the shop, delivery

Categories

The customer‟s path through the catalog and website

Navigation

Presentation of product

1. Big and beautiful product photo

2. Links to other images

3. Brief description of goods

4. The list of features, options, or other properties of the product

5. A detailed description

6. List of similar or substitute products

Catalog

Make groups inside the sections (“Bestsellers", "New", “Special offers" )

Provide the ability to sort the product list by price, date of receipt, and other parameters.

Do not abuse the filter, and multi-step transitions on the properties of the product

Do not be afraid to show on one page 50 or 100 products

Group your products with similar products

No need to put "Buy" button to the catalog „s block product

Search

Try to do a search string with a long length

Search string in the online store should be on every page

In addition to a simple string search in the online store must be extended search on a separate page

Cart

The golden rule: if the cart has no product, it must be shown and under it is written: “No items”

There is no perfect place to position the cart. We read left to right and that in the right corner is always in our sight.

Do not make an icon basket or box a very large and conspicuous.

Products in the basket, it should remain even if the user closed the browser.

Cart

Price discounts and counting

History of viewing. Statistics

The path before you click "Buy“

View a visitor groups of products

Viewing the visitor products

Statistics on the Number of transitions from a variety of special offers

Eye-tracking

Tips and tricks

"Buy five cans of the same brand of beer, and get the sixth bank in the present.“

Tips and tricks

"Buy five cans of the same brand of beer, and get the sixth bank in the present.“

"Buy two cans of beer, peanuts and get a gift."

Tips and tricks

"Buy five cans of the same brand of beer, and get the sixth bank in the present.“

"Buy two cans of beer, peanuts and get a gift.“

a common variant in the bookshop: the block with the purchase of two products together at a discount

a printer + spare cartridge paper

Check list

The main page of the store in large letters should be written: "Books", "Games", "Cars." The sign is not to sell the company logo and the name of the store - that's what it is for sale.

Navigation put on the home page: new products, bestsellers and discounted.

Useful groups "Recommended by a group of experts", "A good gift to his beloved," "A good birthday present," "A good gift for my daughter."

any buyer, before ordering the product read the terms of delivery and payment information, and then place an order. Should be given the opportunity to help and then go back to view the product.

show your current location on the site and make it possible in just one click to move to the main page or in the parent section of the catalog breadcrumbs

Check list

Product page Great product photos, and other important perspectives or views. Full description, short description Product price everywhere should be in plain text, so that a visitor could copy it.

Price before discount must be crossed out and shown in a different color and the price discount.

Catalog Provide the ability to sort the product list by price, date of receipt, and other

parameters Do not abuse the filter, and multi-step transitions on the properties of the goods. Do not be afraid to show on one page 50 or 100 products. It is best to place goods

compact than break section for hundreds of pages, to the tenth page still no one comes.

But if a user have a choice of number of products on one page No need to put "Buy" button to the catalog ‘s block product

Check list

Cart User must definitely understand, what products cart consists of. If there are no products –

the it must be written, that it is empty Must be visible at every moment Advises of the products, that are usually ordered togetherSearch Search string in the online store should be on every page in a prominent place. Advanced search AutocompleteOther Use modern technoligies smartly. If you have good flash presentation – put it to the main

page. But don’t forget about sense of balance Simple registration form Feedback Facebook and twitter likes in order that customers could boast of the buying and

meanwhile advertise thу shop Contacts!

Questions

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