Let’s examine the user experience and five other common usability issues a typical user may find when shopping for and purchasing a product online

Last month, I showed you how to fix five of the most-common 10 usability issues found in order flows.

Let’s examine the user experience and five other common usability issues a typical user may find when shopping for and purchasing a product online:

1) Follow the typical steps of a buy-flow

The example here is of a site that has buy-flow steps that do not map to the mental model most users have, which can cause confusion.

In general, most buy-flow data input steps follow this order:

• Product information
• Customer information
• Billing/shipping information
• Payment information
• Summary display and submit
• Post-purchase confirmation.

Placing the shipping information in the proper order ensures that you match the mental map most users have for the buy-flow process, increasing the number of conversions and ultimately sales.

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