My advice for changing mySupermarket.co.il is simple:
Remove the pop-up forms, and let potential customers go from the landing page to actually shopping without a middle step.
The landing page for mySupermarket.co.il answers the two most important questions any landing page should answer: Where am I? What can I do here?
This is a fantastic landing page. The brand names gives it a sense of security, the explanation in the 1-2-3 format help users understand exactly what there is to do, and the size of the button lures users in to clicking and continuing on. At this point, a first time user’s hopes are high.
This is what happens when you click the button that says “Start Shopping”. First of all, the user wasn’t given the chance to start shopping. Now their trust in the site has been reduced. They were requested to fill in forms or sign in somehow. Yes, it is possible to exit this screen, but not all users will notice this and many will simply leave.
I have read Caroline Jarrett and Gerry Gaffney’s book “Forms that Work”. The book discusses the proper places and uses of forms. Filling out forms is among the most hated things that any user encounters on the internet. It immediately creates a negative feeling, and it makes people skeptical. Jarrett and Gaffney would explain that a pop-up after a landing page is one of the worst places for this kind of form. The landing page gave users a great feeling, and one-click later it took them to the worst possible feeling they’ll have on the website.
For a user experience designer, feelings are critical. Especially in e-commerce, the feelings of security, trust, curiosity, and enjoyment are of the utmost importance. The landing page succeeded in giving users these feelings, but after just one click all of the positive feelings that the landing page helped to foster are gone.
For a user that has used mySupermarket.co.il in the past, they are already pleased with the service so maybe the forms are negligible, but for a first time user they can be unsettling and cause a higher bounce rate. Additionally, it is possible that mySupermarket.co.il works depending on where a user lives. If this is true, then it’s okay to add a drop-down to find their city or town and then start shopping. There is no need to let a user shop only to find out that if they live in a certain place the service doesn’t work for them. If this is the case, then asking for just one piece of information (where the user lives) is acceptable because it is necessary. Asking them where they live, what their name is, what their e-mail is, and possibly asking about their Facebook information is simply too much to request of a first time user.
As for logging in, the landing page at mySupermarket.co.il already has a sign-in, and if I click past the pop-up forms I have another sign-in option. Thus, there is no need for a middle step for those who already have an account. For users who do not have an account, my suggestion is simple: Let them browse.
The more a user browses and sees the products and prices at mySupermarket.co.il the more likely they will be to purchase items. The site is product-driven. If the user has already spent time browsing, and adding products to their cart, they are more likely to be interested in filling out the dreaded forms at the end of the purchase process. Filling out the forms still won’t be enjoyable, but it will be in the correct place.