Are you engaged in selling awesome products on your e-commerce website? Are you facing issues in generating the expected revenue? If 'Yes' is the answer to both these questions then do scan your e-commerce website. There might be some serious concerns regarding its user experience(UX). Despite the brilliant looks and features that are incorporated into the e-store, a poor UX(User Experience) can easily ruin its performance by an immeasurable level. To prevent you(the entrepreneur) from falling prey to such a situation, I've jotted down ten of the most vital things that need to be considered while designing the UX of an e-commerce website. So, let's dig deeper into these crucial pointers.
1. Assessment of your current UX is vital
As an attempt to make improvements to your e-store's UX, it is imperative to identify the way your store is performing currently. Fortunately, there is a range of methods that allow you to detect the strong and weak points related to your e-commerce website's UX. Have a look at some of these handy techniques:
Make an attempt to better understand the existing UX by conducting a research and knowledge-gathering
You can do the same by finding answers to multiple questions like: Who is your target audience? What are your objectives? What is your brand persona? etc.
Take a good peek at what your competitors are doing
It's not a bad idea to know and understand everything that your competitors are doing for honing their e-commerce website's glory. A viable way if to go through a particular task on your e-store, followed by performing the same task on one of your competitor's website. Check out which site has a better and much more convenient workflow. Make sure to pen down the key points of differences between the UX of these two websites and do find whether there's something on your competitor's site that you'd like to follow.
Indulge in User Testing
Gathering feedback for your e-commerce website from a third-party is indeed the best thing to do prior to making improvements to your existing UX(User Experience). Unlike the case of website testing, user testing allows you to determine your users' intentions while visiting your e-store, their views/opinions about your e-store's design and the set of obstacles that refrain them from taking an action on your website.
2. Flawless searchability and discoverability of products is a must
The UX(User Experience) associated with an e-commerce store is primarily affected by the searchability and discoverability of products available in your e-store. Hence, it is necessary for you to strike the right chord between the end user's ability to find a specific product(s) and their ability to discover new product(s) beyond the traditional browsing.
3. High-quality photos add all the 'glitter' to your site's UX(User Experience)
Since mobile devices have tiny screens, you need to add product images that are even tinier. While ensuring this for your mobile-friendly e-commerce website, do remember to use high-quality photos that are neither small nor pixelated. Allow your visitors to focus on different products via big and scintillating photos.
4. Homepage is your website's lobby- Do it well!
Well, it is the homepage that is seen first by the visitors, immediately after they land on your web portal. Hence, a major portion of your website's success is influenced by the way you've designed your site's homepage. You must efficiently use your homepage for rendering a quick overview of your core products or services. You may even opt for offering your users a direct access to content categories placed on the homepage, saving them from the hassles of scrolling up and down.
5. Forms serve as remarkable platforms, allowing visitors to get in touch with you
Considered as the best ways for your visitors to get in touch with you, forms need to be simple, clear and to the point. By keeping your website forms short and relevant, you can conveniently ask for all the information that you need to create a connection with a targeted customer. Don't forget to include meaningful error messages if a particular form hasn't been filled up correctly by any of the website visitors.
6. Ease of Checkout is of utmost concern
It is during the checkout process that a lot of online shoppers tend to commit some or the other mistake. Hence, it is recommended to take suitable measures for making the checkout process simple and convenient for the end user. If you've been successful in getting the customer to the last step of making an online purchase, do perform the right steps for preventing them from running away. By eliminating any associated hidden fees, you can make it simple for the e-shoppers to plan their expenses in a wise way.
7. Accurate Orientation is the key to retain visitors' attention onto your website
Never let your visitors get confused while navigating from one web page to another. It is the use of appropriate orientation that makes it comfortable enough for the visitors to find the piece of information that they have been searching after having landed on your website. Your responsibility is to ensure that the users find the accurate path and the way back in case they tend to choose a wrong turn. For instance, you can go ahead with offering a detailed sitemap or breadcrumb navigation on your website. Additionally, you may even opt for styling the links in a way that makes it clear as to which ones have been visited and which haven't been clicked by the visitor yet.
8. Decision-making shouldn't be a problem for the website visitors
As an e-commerce website owner, you must provide all the required details about different products offered by your site. Doing this will reduce the cognitive effort associated with choosing a particular product from a set. Here, the points that need to be kept in mind include:
Product description is clear and easy-to-understand
Product variations are comfortably visible
User ratings and comments are available for each product
Price, availability and estimated delivery time are clear for every product.
9. Convey credibility and confidence associated with your e-commerce website
For e-shoppers, it becomes vital to gather required information about an e-store before choosing it for making multiple purchases. So, ensure your e-commerce website comprises of basic indicators that enable you to convey trust and credibility regarding the wide range of products available in your cart.
10. Take suitable measures for recapturing users who left your e-commerce website without making a purchase
Well, you need to apply the right strategy for recapturing users who've chosen to abandon your shopping cart or e-store registration process. You can use coupons, email notifications or special deals for recapturing users who've left your portal without buying a product.
I hope the above mentioned points would prove useful the next time you're about to initiate the designing of UX(User Experience) for your e-commerce website. So, abide by these key pointers and you'll surely be able to deliver a truly memorable and utmost delightful experience to your e-store visitors.