Marketing Techniques for eCommerce (V). Usability and UX

In previous posts we described different marketing techniques of eCommerce. Now is the time of a difficult member of the family, usability or user experience, which is the sister everyone wants to dance with but nobody dares ask. Before getting into the matter, there are a number of factors that should be taken into account:

Esthetics to improve conversion rates: a must for usability

  • Appearance is one of the crucial points for the success of an online store. Above all, calls to action should be striking and be placed in areas that are visible at first sight. To find which areas of the screen we tend to focus on, you can use eye tracking tools, which describe eye movements when you open a website.
  •  To facilitate the reading of the content of an online store, focusing on descriptions to begin with, you should use white or light backgrounds. Dark backgrounds tend to make users uneasy, so they usually won’t stay long in the store. Contrasts do work very well, so when you use light backgrounds you should use letters in dark, readable colors that make it easier for a potential customer to finish reading the information.
  • You should make sure that loading time is as short as possible. Time is gold on the Internet, and two seconds too long may make a potential customer leave your online store.

This image is a graphic depiction of the way in which all these areas should be developed around the user to create a great user experience.

Tools to measure your online store’s usability
Google Analytics


The Google free tool can provide usability metrics and data, although over time they have turned their “Vanity Metrics” into something else, by providing increasingly detailed age and gender data. This data and the creation of specific events will enable you to find whether your current and potential users are clicking where they should.



Perhaps the best-known usability tool after GA. International companies such as Disney, Levi’s, and EA Sports trust it. It has a juicy trial version, which displays many of the product features. Pricing is around $49. Worth it if you really want to learn about your online store’s usability.

Crazy Egg


One of my favorite tools: I love its heat maps. Seeing where the push is taking place in a store is a must.

It’s very easy to use. Just provide your URL and the number of visits which you want to track. Introduce a code in your webpages, and the results will appear in the form of excellent graphic reports on the heat map for your website.

It has a very flexible pricing model.



Available for Mac only, this app is a usability measurement tool where the software records what users do in the website (clicks, mouse movements, etc.) as well users’ recorded facial expressions.



It provides two ways of recording what users do in the website within 5 seconds.

Its pricing plans range from free to $200, and also provides the option of finding about internal searches in the website, as well as the keywords from which the website was reached – which I love 🙂

Test & Target


When Adobe bought Omniture some years ago, they certainly took the jewel in the crown. For a long time, Test & Target was the benchmark for other metrics companies.

It also has an A/B testing module to measure the online conversion of each design variable.

Consequences of improving usability

  • Geometric progression of conversion increase.
  • Drop in abandoned shopping carts.
  • Decrease % site bounce rate.
  • Loyalty and recurrence.

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