A Usability Study by the Baymard Institute on 19 internationally leading e-commerce websites showed that 67 to 90% of the users of e-commerce companies with a mediocre product list usability leave. In contrast, only 17 to 33% of the users of e-commerce companies with optimized product lists jumped off, although they were supposed to search for the same products. This reflects a four-digit number of lost leads for the shop operators! The authors also describe that many sites take a fundamentally flawed “one size fits all” approach. This makes it considerably more difficult for the user to find relevant products.
These findings correspond to our own experiences. Our internal data shows that 70% of all users use product lists. But only 35% find a product there that is relevant to them. This corresponds to a 50% error rate. The probability of a purchase via a product list is therefore similar to a coin toss for many merchants.
In order to stand up to the strong competition, every corner of the online shop is optimized: Product descriptions, product images, their names and alt tags, internal links, landing pages, etc. But unfortunately the product lists with their “shopping window” character are often neglected. As we have seen, there is a great deal of unexploited potential in this area.