Did you know that 70% of users leave an e-shop because they can’t find what they’re looking for or struggle to complete their order?
In e-commerce, the factor that turns a visitor into a customer is user experience (UX). A site might look great or offer the best products, but if navigation isn’t simple and pleasant, users may leave without finishing their order.
Case Study "Patakis Bookstore": What We Learned from Users
With this in mind, vivliopoleiopataki.gr, one of the most recognized brands in the book market, trusted Netstudio’s tool, Userfeel, and the Netstudio team to analyze the results. Through usability testing, Patakis Bookstore got to “see” its site through the eyes of its users and understand how they navigate both the publisher’s site and the online bookstore.
The goal was to observe user behavior in real conditions and spot areas where they struggled, as well as opportunities for up-sell and cross-sell.
We focused on these actions:
- Searching for a specific product and product categories
- Adding products to the cart and applying a discount code
- Creating an account and signing up for the newsletter
- Completing an order
Usability Testing Highlights
Usability testing revealed important opportunities to improve the user experience and make navigation smoother and more effective.
Pop-Ups
Repeated pop-ups distract users. Reducing them can make the experience smoother.
“I got another pop-up for newsletter signup, even though I skipped it on the homepage and on each product page.”
“We’re used to seeing a pop-up when we enter a site. But when pop-ups appear while you’re trying to create an account or place your order, it’s annoying. It’s not nice.”
Visible "Add to Cart" CTA
Watching users, we saw they struggled to find the right button and sometimes clicked something else by mistake. This pointed to the need for a clearer, more visible call-to-action.
“It wasn’t easy to add the product to the cart. Above the "Add to Cart" there were a bunch of things, like "Sign Up" and others, so I couldn’t clearly see the "Add to Cart". It should be higher up.”
Social Login with Google
Users ran into a technical issue when logging in with Google. This came up early and gave a chance to quickly improve the account creation process.
“Since I don’t have much time, I’ll create an account with Google to get it over with.”
Personalized Newsletter
Users said they’d be interested in signing up for the newsletter if it matched their preferences or previous purchases. A more personalized approach could increase user engagement with the site.
“In the newsletter, I’d like to see new books similar to what I’ve ordered and any offers.”
Suggestions for Similar Books
Adding related suggestions in the right spot could boost up-selling and cross-selling.
“I didn’t see any suggestions for similar books. Instead of "Sign Up for the Newsletter" there could be related books.”
“I didn’t see suggestions for similar books. Nothing shows up in the cart either. I don’t see anything.”
Here’s a short highlight reel with real clips from the usability test: https://www.youtube.com/watch?v=a7DiW-mE1j4
Kleio Zachariadi, Marketing Director - Patakis Publications, said:
“Usability testing gave us a clear picture of how users move around the site. It showed us where they get confused, where they get stuck, and what trips them up. At the same time, it gave us ideas to make their experience smoother and faster. It’s truly valuable to see things from the user’s perspective.”
Why do usability testing?
In Greece, usability testing isn’t as common as it is abroad, but it’s hugely important for the future of e-commerce, because:
- Raises the Conversion Rate: When users can easily complete their order, from adding products to the cart all the way to checkout, sales go up. Studies show that investing in UX can double an e-shop’s sales.
- Lowers Bounce Rate and Cart Abandonment: Testing reveals where users hit roadblocks. Fixing these "friction points" lowers the number of visitors who leave the site or abandon their cart.
- Builds Brand Loyalty: A user-friendly, professional e-shop builds trust and credibility. Greek consumers are more likely to return to a brand that gave them a hassle-free experience.
Success comes from experience, not luck.
Try Userfeel and find out what your customers really need!
