Fast website load time

Statistics show that a 10-second delay will often make users leave a website immediately. Even a few seconds’ delay is enough to create an unpleasant user experience with your web shop. Make sure the load time is fast enough. Ideally it must be faster than your competitors. The percentage of online shoppers that did not buy items because the website is too slow – 64%. The number is large enough to test your online shop for site load time once again.

A website color and text-to-background contrast adequate

Do not use dark colors on the dark background or vice versa. Also keep in mind that 8% of men and 1% of women have color vision deficiency to some degree or another. Contrasting colors or colors on the opposite ends of the color spectrum work best for color blind users (for example, white and black).

According to scientists researches color has a great influence on online shoppers but this influence differ from continent to continent, country to country, provoking different feelings, emotions and actions. It is a very useful tool if you know how to use it, for instant, marketing researches shown that color increase branding recognition by 80%!

Different colors attract specific types of shoppers:

Sky-blue, pink – Traditional customers Navy-blue, Teal – Budget Shoppers Black, Red-Orange, Royal-Blue – Impulse shoppers

Proper font size and spacing

Poor readability increases users frustration, and frustration leads to shop abandonment. According to studies the best font size for web text is 12 and bigger (for users over 65 it’s 14). Do not use less the 9-point font size. For headings use any between 18 and 29, depending on your design.

Use a readable font like Arial, Verdana, Helvetica, Lucida Grande, Sans-Serif etc. They are considered to be most readable for the screen.

Do not fix a text size so that website visitor can change it in their browser according to their needs. Users with eyesight deficiency will highly appreciate it.

Readability is decreased when letter spacing, word spacing and leading is too tight or too loose. Readability is enhanced when there is a generous amount of space between lines of text so a reader can easily distinguish the current line from the preceding one.

Do not forget to proofread the text! It may ruin a customer impression about your company. Highlight only most important text. Use underline text only for hyperlinks. Internet users expect links to be underlined.  Use numerals (1, 2, 3) instead of words. It’s easier to digest numbers while scanning the page. Optimal number of characters per line is 55 to 75.

Flash and add-ons are used wisely

Remember the rule: bad flash elements tends to discourage usability (in 99% cases) and good elements add a value (in 1% cases). Avoid using splash screens, pop-up screens and flash introduction, but if it is a necessity use them strangly, with a clearly marked ‘close’ or “skip” button. Keep in mind page load time – nobody will wait for a website to load for 5 minutes. It’s a risk to loose a customer.

Do not make your photos and graphics look like an advertisement. Have you heard the term “Banner Blindness”? Website visitors almost never look at anything that looks like an advertisement! Plus if your visitors are using Apple products like smart phones or tablets, they may not see the flash content at all.

Images have appropriate quality and ALT Tags

In essence, people are buying with eyes, for ecommerce website it is especially vital as you can’t touch the product online. Product photos should give a high level view of a product, a close up detail shot, multiple different angles of the item to ensure a user can see as much of it as possible since they cannot physically handle the item. The good size image enlarges to – 1024×768.

Search engine crawlers that cannot interpret the graphic content use image ALT Tags to identify the image and interpret the image content. It helps to users that disabled the images on their browser as well.

Website has custom not-found/404 Page

404 error’s are for the most part unavoidable. To prevent the potential customer from closing your website and go to your competitors’ website create a custom 404 page.

The No-Found page should include the following:

  • an apology for delivering a wrong page
  • a search box for your website
  • telling the potential customer that they are on the right domain
  • a navigation options