It is hard to create a relationship with users on an e-commerce site. Sites with a few percentage of conversion rate will only get to meet the tiny fraction of all users. The vast majority of the users, however, will leave very little information of their experience.

Amazingly, few e-commerce sites have actually been subjected to thorough usage testing, with or without eye tracking, before release. Using a really good e-commerce platform will not guarantee that the users in your particular target group will be able to effortlessly use it. Clever features and cool design will not always lead to desired results, but might equally as well leave the users confused unable to figure out how to become customers, even if they want to.

By inviting real users from your target group, and observing them when they try to use it, is a brilliant way of easily identifying usability problems on your site. Preferably before you even release the site. With the use of eye tracking you might also get a clear picture of what segments of your offer are acknowledged by users.

In my presentation you will get to meet some people, that could have been your customers, struggling with some of the most common problems in e-commerce sites. You will also get insights into how to solve them.

If you involved or interested in e-commerce in any way, The Nordic e-commerce summit in Stockholm is the place to be 19th and 20th may. If you would like to meet me please send me an e-mail!