Only 8.1% of First-Time Visitors Reach Their Target Product on E-Commerce Sites: The Reality of Navigation Design Revealed by Usability Testing of 20 Sites

Verification of E-Commerce Site Navigation Design through Usability Testing of 20 Sites [Process Edition]

SIBLAB Co., Ltd. (Location: Chuo-ku, Osaka; Representative Director: Hiroshi Oda) has published an article on their website titled "Verification of E-Commerce Site Navigation Design through Usability Testing of 20 Sites [Process Edition]," summarizing the results of usability tests conducted on 20 e-commerce sites throughout 2025.

### Only 8.1% of First-Time Visitors Reach Their Target Product

In testing users with the "highest purchasing intent," the study examined whether they could smoothly reach their intended product from the top page in a single process. Only 5 out of 61 participants (8.1%) succeeded.

The remaining 91.9% failed to reach their target product in the initial process, with approximately 20% ultimately choosing to "give up and close" the site. Since this test was conducted under conditions that excluded bounces and external factors, it is considered that actual abandonment rates are even higher.

### Three Challenges Revealed by the Test

1. **Actions Based on Assumptions of Recommendations** Some users who did not use the filter search acted on the assumption of recommendation functions, thinking, "If I look at similar products, they will be recommended anyway." However, on sites where recommendation areas did not consider the product discovery story, users were frequently observed getting lost.

2. **Underutilization of Filter Search** Of the users who returned to the product list, only about 60% used the filter search. The main reasons for not using it were "did not notice it," "it was troublesome," or "past negative experiences with it."

3. **Search Functionality within Hamburger Menus** Users who "really did not notice" the search function were concentrated on e-commerce sites where the filter search functionality was tucked away inside a hamburger menu. The usage rate of hamburger menus on mobile browsing is extremely low, and it was confirmed that using them in combination with bottom navigation is effective.

### Key Points for Improvement

- Ensure displayed recommendation products have "storytelling potential" in product discovery, not just "user needs." - Clarify ambiguous user needs through better category design in filter searches. - Avoid casually stowing content inside hamburger menus and utilize bottom navigation instead.

### Survey Overview

- Period: Throughout 2025 - Scope: 20 e-commerce sites across categories including apparel, building materials, home goods, and furniture. - Methodology: Face-to-face mobile usability testing (assuming first-time visitors). - Participants: 61 in total.