User experience (UX) is not something you can afford to ignore if you want people to keep buying from your ecommerce website.
53% of users will leave your website if it takes longer than three seconds to load. 45% of companies do not conduct any user experience testing. 90% of people will stop using your app after poor performance.
Here's how to approach your UX strategy to increase your ROI.
The way your customers shop has changed, but your e-commerce website hasn't.
A common side effect of this is shopping cart abandonment. You can have a fantastic product, but it may not sell at all if your user experience is subpar.
User experience, as the term suggests, is the experience of visitors as they use your website, service or product. It overlaps with, but is not the same as, user interface (UI).
UX design can be considered as design that bears in mind users' pain points and objectives.
According to a Baymard study, here are some common pain points:
User need to create an account for buying a product
Lengthy checkout process
Couldn't calculate the total pricing in the first few stages
Payment methods were limited
Fundamentally, good user experience will cater to audience needs and adjust as per their complaints, within reason.
As mentioned in e-Marketer 2015 report, the combined revenue of USA & EU e-commerce sales was $738 billion and had a huge potential of 35.26% conversion rate using better checkout process ($260 billion increase in revenue only by fixing your checkout process).
You may need to amend your digital marketing strategy and improve user experience before taking a complete redesign route.
Your UX designers need to make the checkout process as simple as possible.
Reduce the number of fields to fill during the checkout time and try to automate the process wherever you can.
For example, the user can fill their address details using an automatic address validator. This will streamline the user's efforts while shopping.
Credits: Kindel Media, Pexels
Keep Your Site Updated
Your site should keep up with the latest information and UX/UI trends. This demands regular maintenance and upkeep.
A great UI will mean nothing if your information is outdated or presented in a confusing manner.
Upgrade Your Hosting
Your website loading time depends on the quality of the hosting server. A good one will prevent you from running into downtime during high traffic.
We wouldn't blame you for going for a cheap hosting solution, but it may prove unsustainable in the long run. Hence, we suggest slightly more costly but more robust solutions.
Don't Force Users to Make an Account
Unless you offer a subscription service like Netflix, there's no need for you to make creating an account necessary. It tends to frustrate people.
Instead, include an option for guest checkout. This will increase your conversion rate.
RWD UX (Responsive Website Design User Experience)
This is less an option and more a necessity for good user experience.
There are over three and a half billion mobile subscribers. Take advantage of this by making your ecommerce website mobile responsive. Major ecommerce players such as Amazon have also launched their own mobile apps.
All the necessary features on your website should be easily available to mobile users.
This can be difficult, so don't be afraid to reach out to your local UX design company for help.
Just The Right Amount of Information
The recipe for displaying your product in an online shop is simple: show the information as per the need of the user.
Displaying too much information at the start might confuse the buyer. Other the other hand, displaying too little would raise doubts about the product.
Showing the purchase cost, shipping cost, discount, color variations (if applicable) and other such details will build your shopper's trust.
Credits: Karolina Grabowska, Pexels
Fast and Error-Free
Use Content Delivery Network (CDN), remove unneeded, plug-ins, and reduce HTTP requests to make your website load faster.
A small delay in information, providing irrelevant details, or a random error pop up might cost you visitors.
User experience in e-commerce website development can make or break your ROI. Every micro-detail makes an impact on your conversion rate.
We recommend that you start with the few UX changes listed above in your online shopping store and analyze the result.
If you still feel the need for professional services, BluEnt is ready to be your partner. Our website developers have the experience in designing excellent ecommerce UX.
Ready to boost your ecommerce sales with our UI and UX designers? Contact us now!
Maximum Value. Achieved.