Two main factors that determine the success of an eCommerce brand are its customer acquisition and customer retention rates. And guess what? The UX of your website can make or break both these factors.
This is why best-in-class user experience is no longer an option; it is a necessity!
Thousands of options and lowered attention spans have brewed intolerance for any annoying UX factors amongst consumers. And if you lack UX, you’re gonna stay way behind your competitors.
So, it’s your time to shine. Learn what the most successful eCommerce brands are doing to maximize their user experience. Implement these, and watch your sales skyrocket!
Navigation is a crucial part of any eCommerce web design. At each step along the way, the user should know exactly how to land upon where they want.
A good and intuitive navigation on an eCommerce website would include ease in factors like:
Good quality HD photos and demo videos have the potential to change your customers’ buying decisions completely.
Studies have revealed that 33% of users prefer to see multiple photos, and 60% prefer a360-degree vision of products before buying them!
Adding HD product images from all angles and adding HD videos to demonstrate the specs and usage of your product will make a huge difference. Adding such visual elements to your product pages will instantly build trust with your customers.
Did you know that 1 in every 5 people in the US is disabled in some way?
It is unfortunate to see many emerging brands failing to acknowledge this and making their ecommerce store accessible(Americans with Disability Act) compliant.
Numerous eCommerce brands have faced multiple web accessibility lawsuits slapped on them because of ADAnon-compliance. This has led to substantial revenue losses and a high proportion of dissatisfied customers.
Hence eCommerce companies need to invest in web accessibility as a part of their marketing strategy.
But there certainly are many challenges that you would face – manually auditing and fixing accessibility for numerous product pages, keeping up with the ever-changing Web Content Accessibility Guidelines(WCAG), and finding web accessibility specialists!
You don’t have to worry about any unexpected web accessibility lawsuits being filed against you. One small investment can get you far along.
We hesitate to buy things online because we don’t get to know the touch and feel of the products. This is probably one of the most annoying shortcomings of buying online.
But thanks to technology, you can give an almost real experience to your users.
By adding options such as augmented reality or virtual reality, the hesitation on your users’ minds is instantly removed. This is the best kind of user experience that you can offer.
The IKEA Place app is a great example.It lets users preview how furniture would look around them in real environments.
User-generated content is another brilliant solution to take your UX up a notch. Adding user-generated content to your website is also going to boost your customer retention rates.
For example, Cluse, a highly successful watch brand, features user-generated pictures on their home page.
Users that put up their product pictures along with the hashtag #Cluse have the chance to get featured on their home page. This has attracted a lot of attention to their brand and users are happy too – it’s a win-win.
Payments are the most important part of any eCommerce funnel.
Your users have liked your product and reached this point. And imagine things such as not disclosing shipping costs upfront, adding hidden charges, security issues in payment pages, or slow loading pages changing your users’ buying decision!
Here are a few things you should do:
Cluttered web pages full of annoying colors and hundreds of unnecessary pop-ups – you know how upsetting they are!
Minimalistic and clutter-free designs always make your brand look elegant and elite. Just this one thing can change your eCommerce game forever.
Lack of necessary product descriptions, or even worse, finding inaccurate descriptions will drive your customers faraway, never to come back.
Hence, include all the necessary details. Ensure that you use a visual hierarchy for displaying product details.
List down the most significant bits right at the top and provide options to view other details in the lower half of the page.
Shipping details, delivery dates, product features, size/color variants, dimensions – ensure everything is listed out in an easy-to-read and unambiguous manner.
Users shouldn’t have to go through a lot of hassle to get the information that they need.
Social proof works like magic to change the buyers’ minds.
Did you know that 70% of global consumers trust online reviews? And that is why adding social proof is super-important for your eCommerce brand’s growth.
Social proof can be in many forms:
Any user’s journey through an eCommerce platform consists of various touchpoints – discovery, product search, product page, cart, checkout, and confirmation.
Any eCommerce brand with good user experience will ensure that the users’ journeys through each of these touchpoints are as smooth and seamless as possible.
Every element on your website contributes towards this. You have to ensure that each of these stages are accessible, responsive, and error-free.
The transition between these is also equally important.
For example, after the discovery stage, if the user finds that your search or filter options are not satisfactory, the user will immediately leave your site. Or if after adding the product to thecart, the checkout page is slow-loading, the user is going to reconsider their buying decision.
Research shows that 80% of users are more likely to purchase from eCommerce brands that offer personalised experiences.
Personalisation for your eCommerce store may include personalised suggestions on the home page, shipping details, delivery dates, recently viewed items, relevant suggestions, category suggestions based on user behavior etc.
But with the amount of data coming in, how do you offer premium personalisation to make each of your users feel special?
An AI-driven automated content generation and personalisation platform for Ecommerce stores, Dialogue comes to your rescue.
Dialogue creates perfectly targeted dynamic widgets and product recommendations based on user behavior. This enables a powerful and more relevant shopping experience for your customers that is more likely to result in a sale.
You will see an increase in conversion rate, engagement, and total buy-rate.
Moreover, Dialogue improves its messaging based on results and it also seamlessly integrates with your store’s existing experience and design.
The best part is that it’s a completely automated solution so you don’t have to worry about its maintenance. You get a one-month free trial too. So try Dialogue for yourself and opt for it only if you see the results.
Customer is definitely the king when it comes to eCommerce. No matter how unique, innovative, affordable, or good quality your product is, your eCommerce store is not going to do well unless you understand the importance of good UX.
Good user experience is what makes the most successful and elite eCommerce brands stand out. And you can, too, if you make it a priority.
Let us know if you have any more tips to add or have any experiences on how good UX changed your eCommerce brand’s reputation and sales!