My name is Marta, I am a Marketing Manager, and in this video, we will explore the types of pages that need to be analyzed in online stores.
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Not a secret that a well-optimized website is the key to success in eCommerce. Online customers can’t touch the product, try an item on, or use the item before buying. So their decision-making process is based on their experience on your website. You need to streamline users’ paths to products by providing clear, differentiating product information at all levels – from the homepage to the checkout page.
And the heatmap is sth that can help you perform UX testing and find the elements that are not getting clicks, but they are important or the elements the users click on but are relevant or clickable.
Let’s check the most important pages which you should analyze:
I will have those pages open in a separate tab and open when talking about them
Welcoming and Informative Homepage – Your homepage must communicate who you are, and should expose the main product offerings and enable users to start shopping.
Check the clicks on this page to define where users most offer to go after they land on the home page. Check the scroll depth to identify the parts of the page where you should place banners with CTAs, forms, and other promo materials.
Category Page – Navigational options and product categories need to be clear, with labels that make sense to users on their own, as well as in relation to other options on the site.
A good category page must include filters, pagination, high-quality images.
For mobile devices, try to make the page not very long, so the users don’t have to scroll a lot. And also, remember that hovering is not available for mobile.
Product Page – The product page, or product detail page, is where users decide whether and what to buy. The page must include complete product information, educating and informing the user about the product straightforwardly.
Check if users have no problem with checking image(s) price, product availability, enlarging images, or adding products to the cart
Shopping cart and Checkout page – often combined. Analyzing those pages can help you drastically improve the abandonment rate because most users bounce on these steps. An insight into the user behavior on the cart and checkout pages can understand what’s working and what’s missing.
There are also additional pages like services and blogs. You should also consider them as part of the funnel for some users. Build the UX testing based on the structure of your website, but remember about the most important pages.
In the next videos, we will be discussing the specific elements and what decisions you can make based on the click amp or scroll depth. So make sure you subscribe to the channel and won’t fall behind:)
Thanks for watching till the end!