While browsing through the Internet, you must have stumbled upon ecommerce stores with many, many items in their navigation bar. Or the ones that made you turn upside down for the search bar. Or maybe the ones that are slow as hell. These things are certainly not attractive – neither the search engines or the users find them so. The question at hand is, are ecommerce stores forgetting their most important metrics for creating a positive user experience: Navigation and performance?
Navigation Shapes User Experience
Navigation is a fundamental component of every website, ecommerce or not – and one that shapes UX. If your customers can’t find what they’re looking for, they won’t give it a second thought to run to your competitors. But you should and must. Your navigation should be user-friendly, simple and smart – that’s a rule. It’s sad to see many ecommerce stores offending this.
This store doesn’t have any search bar. Except “Guys Tee” no other category has dropdown. The 100% secure payments tag above is clickable – but failing on users’ expectations, it redirects back to the home page.
Walmart, on the other hand, leverages semantic search with auto-suggest functionality, helps users find by category and keeps the highlighted “See All Departments” throughout.
Load Time Might Not Matter Much to You, but It Matters to Them, and Search Engines
In the online world, speed matters. Every millisecond matters. A lot.
In such a scenario, giving a positive shopping experience (one that’s without any lags and fast as hell) as well as standing up to the expectations of the shoppers becomes a real must for every online vendor. Remember, only happy customers come back.
As far as Google is concerned, it counts site speed in its 200+ ranking factors. Here’s what it has to say about it:
“We encourage you to start looking at your site’s speed…not only to improve your ranking in search engines, but also to improve everyone’s experience on the Internet.”
How Can You Increase Your eCommerce Store’s Speed?
Performance and navigation of any, every online store are at the heart of forming a positive user experience. Optimizing them is a surefire way to making the lives of your customers easier. And more comfortable.