An annoying thing when shopping online is when you go to add a product to your cart and it tells you that you must be registered first. This means there’s an extra step in teh buying process which could seriously deter customers. Also customers don’t want to commit all their details to a website while only potentially ‘window shopping’.

The smart way of getting registration details is during the checkout stage where it can be disguised as simply adding shipping and billing details which the customer will accept as compulsory. This data can then be saved as an account for future visits. Doing it this way will speed up checkout processes, reduce cart abondonment and will ultimately increase sales. This really is such a simple tip that so many e-commerce web designers get wrong.

Once again it is Amazon who can boast the benchmark for e-commerce usability. Checkout the ‘proceed to checkout’ page of Amazon who give the customer two clear choices and even let the customer know that they will create a password later – saving them from worrying about it now when all they want to do is make a purchase.

Adding a search function is the number one standard in designing e-commerce websites. They should all have one as they allow customers to quickly and conveniently locate what they’re looking for. It’s similar to asking an assistant in a supermarket where a particular product is. You may know where the cereals are, but it can be difficult to locate the exact brand amongst the hundereds on offer. The same rule applies to an online shop, browsing through categories can be a long process.

In terms of design, once again Amazon wins out. The bar should be located at the top of the page, above the fold where it can be seen instantly. Use a standard white background for text entry and surrond it in a dark colour to make it stand out. You should also make it as long as possible so that users don’t have their queries cut off. Some search functions suggest words as you’re typing to make the process easier but I think some less experienced users would find this confusing and off-putting.