User experience, or UX, measures the value, ease of use, and enjoyability of interacting with a product or service. Regarding e-commerce, the UX starts when users search for a product or service and continues through the process of purchasing, shipping, reviewing, and (hopefully not) returning.
User Experience directly impacts conversions and a business’s bottom line. Aspects like loading speeds, payment security, and simple navigation impact how likely customers are to make a purchase.
Why is User Experience (UX) Important in E-Commerce?
According to Adobe, 38% of people will leave a website if the layout is unattractive or confusing. 40% of users abandon a website that takes more than 3 seconds to load. Even if you have the greatest product in the world, UX will have a huge impact on whether or not people buy.
This article highlights seven techniques that every e-commerce store should us in order to improve user experience on your website and increase sales. You want customers to have the best experience possible with your e-comm site so that they recommend it to others. Let’s get into how you can do that.
7 Ways to Improve UX on your E-Commerce Site
- Simple Navigation and Fast Loading Speed
Providing the ultimate E-commerce user experience means shopping should be quick, easy, and straightforward. Loading speeds need to be quick so as to not turn away impatient shoppers. Predict what your shoppers want and organize the site to help them find it. Use a self-explanatory categorization system and allow shoppers to search at the top of the page.
Utilize responsive web design to ensure a mobile-friendly UX. According to Statista, 55% of total web traffic is done on mobile devices. Web design must be tailored to mobile shoppers, so they have the best e-commerce user experience, too.
- Aesthetically Pleasing Theme
While flashy colors and effects might be fun to you, there is a science around building a brand and representing it through website design. Stick to one color scheme throughout the site – ideally, the color scheme will match your logo.
When it comes to web design, one of the best practices to improve user experience is to keep it simple and tasteful. The site should be uncluttered, clear, and easy to find what you’re looking for. Shoppers are more likely to stay on a visually appealing site for longer, which increases their chances of making a purchase.
- Create a Personalized Experience
With the growing amount of competition in the E-commerce industry, it’s absolutely crucial to stand out to consumers. One way to stand out to consumers is to save time by recommending products and services they are likely to prefer so they don’t have to spend time scrolling.
Invest in features like “viewers also liked,” “frequently purchased together,” and “take this quiz to find the __ for you.” Not only does this make your website seem smarter, but your customers will feel special. It’s also a great way to upsell.
- Collect Feedback
Feedback from customers is some of the most valuable data you can collect. As you strive to improve, you can have a list of improvements that real shoppers want to see! What better way to improve e-commerce UX than learning directly from the source?
Send shoppers an email asking them to review their recent purchase. Add a pop-up before users leave the site to review their e-commerce user experience. Offer discounts or coupons as a reward for leaving feedback! You can showcase positive reviews on the website to boost social proof and learn from negative reviews to better your business.
- Make Checkout Fast, Easy, and Secure
UX applies to the checkout process, too. A complicated checkout process is a sure way to deter sales. Convenience is everything. One of the best practices to improve e-commerce UX is to streamline the checkout process.
Your e-commerce site should offer multiple payment options – not everyone wants to pay the same way. Allow customers to checkout as a guest to avoid a long registration process. Security should be prioritized and announced on the checkout screen so that users know they can trust your site.
- Offer Virtual Assistance
Although online shopping is super convenient, it lacks the customer service that a sales consultant can provide in person. Shoppers have questions about products and policies and might need answers around the clock. By employing a chatbot or AI software, you can offer a valuable service to customers and improve UX.
Additionally, try to predict the questions and concerns that shoppers may have. Your site or social media accounts can post product information, demonstrations, and FAQs that answer these potential questions. For example, an online store selling backpacks can make short videos highlighting each backpack’s features and uses.
- Try out Coupon Pop-Ups
Pop-ups can benefit shoppers if utilized correctly. Exit-intent pop-ups aim to redirect users back to the site if they intend to click away. The software can track users’ behavior patterns to see at what point the mouse leaves the window and clicks away.
Many successful exit-intent pop-ups offer a coupon code in an effort to keep shoppers engaged. Others highlight items on sale or politely remind the customer that they didn’t confirm their purchase yet. These pop-ups improve user experience if they offer something valuable.
The Bottom Line
The most successful e-commerce businesses put customers first. By prioritizing UX, you keep customers happy and coming back for more. Anticipate customers’ needs and solve their problems before they even happen!
This list highlights some of the best practices to improve user experience for e-commerce sites. Investing in AI and software programs like chat-bots, exit-intent pop-ups, and payment protection will boost UX and raise shoppers’ chances of becoming loyal clients.