How can UX increase sales? Why is user experience important in ecommerce?
Are people leaving your website after seeing just a few pages? Does your online store have low conversion rates? These issues might have something to do with the user experience (UX).
These days, customers have more options than ever before. They can choose from millions of vendors, shop on the go, and compare products with just a few clicks. Therefore, they won’t think twice before leaving your site if it fails to meet their expectations.
Your best bet is to build a website or online store with the user experience in mind. But if you already have one, there are steps you can take to keep your customers happy and increase sales.
How to improve eCommerce UX and drive conversions
Ecommerce UX is all about delivering a seamless shopping experience. This practice can improve how customers interact with your brand and products, resulting in higher conversion rates. Over time, it may increase customer engagement, reduce churn, and drive brand awareness, among other perks.
Every $1 invested in user experience brings $100 in return. Not only does this practice drive revenue, but it also fosters customer loyalty, leading to repeat sales.
Bad UX, on the other hand, can drive away customers and hurt sales. In a recent survey, 17% of buyers said they would leave a website if the checkout process was too long or complicated. Another 13% would abandon their carts if the website crashed, and nearly one-quarter would do the same if they had to register when making a purchase.
Given these aspects, it makes sense to put some thought into UX design. Even if you’re on a budget, you can still create outstanding experiences for your prospects and customers. Here are some tips to help you out.
Evaluate your website’s UX
First, use the UX honeycomb or another framework to analyze your website. Peter Morville’s honeycomb comprises seven elements that influence the user experience. From this perspective, a website or product should be:
- Usable
- Useful
- Desirable
- Credible
- Findable
- Valuable
- Accessible
Customers who visit your website should be able to find what they need with just a few clicks. You also need to ensure your site is accessible to all users and offers genuine value.
Every single detail, including your logo, images, and branding elements, should appeal to the target audience and evoke emotion. Additionally, your website and products should fulfill a need.
For example, putting a bunch of ads, pop-ups, and other distracting elements on your site can hinder its usability. Similarly, a website with complex navigation may confuse visitors, causing them to leave.
One way to detect these issues is to use heatmap tools like Mouseflow, Hotjar, or Crazy Egg, which can track visitor behavior in real-time. You can see exactly where people click on your site, how they interact with your pages, what they look at, and more.
Remove the clutter
As mentioned above, website navigation can make or break the user experience.
For best results, steer clear of complex drop-down menus, pop-ups, banners, and irrelevant images. Your top navigation should have no more than seven elements, including the main pages (e.g., About Us, Services) and contact information.
Make sure every button, image, or page has a clear purpose. Use negative space to streamline website navigation and highlight essential details, such as your signup forms and calls-to-action (CTAs).
Most importantly, remove unnecessary or distracting elements, such as carousels, auto-playing videos, and flashy animations. Also, there’s no need to place social media icons on every page. Instead, display them in a prominent yet unobtrusive location (e.g., the sidebar).
Make personalized product recommendations
In today’s digital era, consumers expect brands to deliver personalized experiences at every touchpoint. This demand for personalization is disrupting entire industries and opening up new opportunities.
As a small business owner, you can leverage this trend to improve the user experience and foster brand loyalty.
Start by recommending relevant products based on the customer’s browsing history, location, purchase behavior, or other factors. For example, you could set up a section called “You might also like” or “Customers who bought this item also bought…”
This strategy can increase the average order value, reduce cart abandonment, and keep people on your website longer. It’s a simple, effective way to delight buyers and guide them through your online store.
Go one step further and recommend complementary products or similar items of higher quality. If, say, a customer is looking at a black dress, show her a handbag or scarf matching the dress.
Surprise and delight your customers
Speaking of personalization, surprise your customers with birthday discounts, holiday deals, or exclusive offers based on their purchase history. For instance, you can make VIP offers for top spenders or make a limited-time offer for those who haven’t bought anything lately.
Better yet, customize the incentive itself. If, say, a customer purchased organic tea or coffee at some point, you could offer him a discount on those types of products.
Personalized promotions can drive repeat purchases and improve customer satisfaction. Plus, they’ll remind shoppers about your brand and give them one more reason to choose it over other options.
Build trust with social proof
Most consumers trust online reviews as much as personal recommendations. Just think about your experience with Amazon, eBay, and other retailers. Chances are, you read a couple of reviews before placing your order. Perhaps you want to compare two or more products, see what they look like in real life, or simply get more information.
If you run an eCommerce business, you can use social proof to build trust. Add customer reviews to product pages, display the number of people who bought a specific product, or add trust signals (e.g., the Better Business Bureau badge) to your website.
Create a seamless shopping experience
Ecommerce trends are constantly changing, but one thing remains constant: buyers expect a seamless shopping experience from start to finish. Every interaction between them and your brand should be as smooth as possible.
Depending on your niche, you could be competing against thousands of other vendors, including big names like Amazon and Walmart. The only way to stand out is to constantly improve the user experience and adopt a customer-centric approach.
Remember, it’s the little details that matter. Even small things, such as simplifying your navigation, can go a long way toward customer satisfaction. Start small, track the results, and make changes as needed. Focus on personalization, guide buyers through their journey, and build trust with social proof.
