How to Optimize the UX Design for Your eCommerce Store
Are you aware of how often – and perhaps even more important – how easily you get frustrated with a website? It sounds rather silly, we know, but it is true.
We, day-to-day Internet users, have become pickier than ever when it comes to our online experience.
For example, studies suggest that more than half of us will not even recommend a website with a poor design on mobile devices. And 38% of consumers will leave a website if they find its content or layout unattractive.
Moreover, a staggering 88% of users will probably never return to a website after a bad experience, with 75% of consumers admitting to forming judgments on a brand’s credibility based on the website design.
All this sounds scary to you, the eCommerce website owner, especially considering that the average conversion rate of websites dedicated to online shopping is only 2.86%.
So, you’re now feeling motivated to do everything you can to improve your website, create a splendid user experience for your site visitors, and transform them into satisfied and loyal customers.
But how do you meet your users’ digital wishes and needs? How do you answer the vague concepts of “bad experience,” “unattractive layout,” and “poor design”?
To help you optimize your eCommerce website for the best possible user experience, we’ve sat down with some of the best web design Chicago agencies that shared their expert tips on creating amazing eCommerce UX.
- What is eCommerce UX?
Simply put, UX is the overall experience customers have when visiting your website.
Yet, there are as many opinions as there are people – so how is it possible to create something everyone will like?
Contrary to a somewhat popular opinion, a “good” user experience isn’t about a website being beautiful – because there’s no universally defined beauty standard for websites.
Instead, great UX is about creating an experience where customers can achieve their goals in an effortless, streamlined, and enjoyable way.
So, you’re aiming for metrics such as user satisfaction and website usability that, in turn, can positively affect user retention, average order value, website action completion, ROI, brand image, and much more.
But, how do you design a website that evokes a specific set of qualities, such as convenience, ease of use, and satisfaction?
Let’s dive into our top 6 tips for optimizing your eCommerce UX design.
- Navigate Your Customers to that “Buy” Button
Rest assured that when users land on your website – especially if that’s their first time interacting with your brand – they are quite confused. In those very first seconds, they’re scrutinizing your website.
On an eCommerce site, your users focus on acquiring relevant information – product price, availability, features, images (preferably a gallery), social proof such as ratings and reviews, suggestions for similar products, and, of course, your call to action.
In case your product page lacks some of these elements, the chance is that users will bounce back to the search results page. Needless to say, this is considered a bad UX.
Thus, go the extra mile to provide access to detailed information on your products.
- Simple Menu, Robust Search
A recent study on users’ behavior on eCommerce websites revealed that 43% of users head directly to the search bar. In addition, consumers who utilize the search feature are 2.4 times more likely to convert.
Good UX equals intuitive and easy navigation that enables users to find what they need instantly.
Try not to reinvent the wheel, and don’t make it tedious for your website visitors to find their desired products.
To foster your users’ journey on the website, group your products intuitively, use product tags and categories and create a simple, straightforward menu.
Whether a user gets to your products via a search query or from the menu, it’s crucial to shorten the path to their desired product or checkout page as much as possible.
If a user has to visit too many pages on a website to complete a purchase, they will likely abandon it altogether.
- Make Checkout Effortless
Cart abandonment is a serious issue on eCommerce websites. It’s currently at 73.07% on desktops, whereas on mobiles, the abandonment rate is a whopping 85.65%.
Users are generally annoyed by checkout forms that take a long time to fill in and require too much information. Still, you can make your checkout process more user-friendly by:
- cutting down on the data needed to complete a purchase
- employing real-time validation for user inputs
- using auto-fill to shorten the fill out time
- disabling the autocorrect feature
- integrating different payment methods
- allowing guest checkout for those who don’t want to create an account
- enabling users to log in using some other platform account, such as Google or Facebook
- Distinguish Between Mobile and Desktop Experience
Most eCommerce website visitors arrive via mobile devices, yet more than half of the revenue comes from desktops. It shows how mobile and desktop web experiences are two completely different notions and that the demands of these two user groups are diverse.
We talked about eCommerce UX design with some of the top Miami design agencies, and they shared their views on creating a unique shopping experience on mobile devices:
- replicate gestures from social media, such as zooming images by “pinching” them
- make your product pages easy to digest by including only essential information, such as photographs, price, and call-to-action buttons
- show product filters on the entire screen so that the users can get the most comprehensive picture of what’s in store when they enter your website
- Create Omnichannel Shopping Experiences
Social media, such as Instagram and Facebook, integrated shopping features into their platforms, enabling users to directly shop via the social networks themselves without visiting the website.
Leveraging these shopping features could be a huge blow to your website traffic and revenue. However, it can be an amazing opportunity to create a great omnichannel experience.
Make sure your omnichannel shopping opportunity is two-way by connecting the social networks relevant to your audience to your website.
- Tests and Trends
Creating a good user experience is a process, so don’t get disheartened if your UX design efforts fail to work on the first try.
Constant A/B testing of different website elements, from the entire design to the product descriptions and images, can significantly boost the optimization efforts for your site’s UX design.
Test out details such as CTA text, button colors, product image order, and description highlights – just to name a few.
After a certain period, implement the winners and head down to testing other website elements.
Yet, trends change, and so do user expectations. Thus, it is recommended that your eCommerce website goes through an overhaul every few years.
Stay in the loop for website design and development trends, best eCommerce practices, and most importantly – user behavior in the world of online shopping.
Trends such as chatbots and voice are bound to dominate and transform the online shopping arena, and we’re yet to see what the post-pandemic scene will bring about for the world of eCommerce.
Optimizing your online shopping website for the best possible user experience is an investment into your brand’s future.
Tomas is a digital marketing specialist and a freelance blogger. His work is focusing on new web tech trends and digital voice distribution across different channels.