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We won't delve into complex human–computer interaction theories here, but rather try to make sure that your shop is accessible to as many potential customers as possible. Your ultimate goal should be to have visitors trust your shop enough so that they star start buying.
Every time a visitor stumbles upon a usability problem, your site loses their trust. Ultimately, if the trust reaches a low point, frustration comes and the visitor leaves your site, without buying anything of course. Such is the importance of usability in the e-commerce world.
When design designing your shop's theme, keep in mind that its mission (in addition to selling goods, of course) is to show your visitors that your website is managed by serious and competent people.
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- Improve your URL's, title and other meta tags: make sure to fill all the textfields in the back - office, both for products and for categories. Use short and concise descriptions; fill the title with the most important details in order to have these details appear in the URL, etc.
- Improve your image display: use proper captions and titles.
- Do not hesitate to use HTML lists when naming the various components/features of a product.
- Use important words multiple times in the product description.
- Put important text forward using <strong> and <em>.
- Optimize page display: make sure they load quickly, either by minimizing image size or by using a better web-host.
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