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The country selector. It’s there when you create an account for a new Web service, check out of an e-commerce store or sign up for a conference. The normal design? A drop-down list with all of the available countries. However, when conducting a large session of user testing on check-out usability (which we wrote about here on Smashing Magazine back in April 2011), we consistently found usability issues with the massive country selector drop-downs.
Jakob Nielsen reported similar issues as far back as 2000 and 2007 when testing drop-downs with a large number of options, such as state and country lists. So, this past summer we set out to redesign the country selector. This article focuses on the four design iterations we went through before arriving at the solution (free jQuery plugin included).
Here is the harsh reality of e-commerce websites: according to recent e-commerce studies, at least 59.8% of potential customers abandon their shopping cart (MarketingSherpa puts it at 59.8%, SeeWhy at 83% and MarketLive at 62.14%). The main question is why do customers abandon their shopping cart so often? Is there some fundamental mistake that designers of e-commerce websites do very often? Are there any common guidelines or rules of thumbs that make it more difficult for our users to purchase products? And is there some meaningful way to improve the conversion rates for our products?
Well, that's exactly what we wanted to find out. In 2010, we recruited a batch of Web users and conducted a usability study, focusing only on the checkout user experience, from “Cart” to “Completed order.” The study was conducted using the “think aloud” protocol and was documented by recording everything that happened on the computer screen. The behavior of the test subjects was then analyzed by scrutinizing these recordings at a later date.