The eCommerce user experience (UX) is important because it has a huge effect on key performance metrics. So, if customers are satisfied with the experience they have on your site it should give a-little boost to conversion rate. Optimizing your overall UX requires evaluating your site through the lens of a customer. What likely objections might a customer have and does the product presentation address all these potential objections? Look for ways to go beyond objections and find ways to make the shopping experience that makes the site a unique shopping experience and you’ll have a shot at increasing the average order size and order frequency as well.
Here are top 10 actionable UX ideas to increase any eCommerce site’s conversion rate:
1. Collect Direct Customer Feedback
Make it easy for a user to provide feedback and respond to this feedback. Customers value a personal interaction that too many SEO for eCommerce sites resist. For example, try sending a quick survey to show that you value your customers’ input. Your focus should be on asking customers direct questions about the experience they had. Keep the survey short to make it easy (around three to five questions) and consider sending a personal thank you that specifically references the feedback to build a relationship that can result in a repeat purchase.
2. Improve Your Site’s Speed
Slow sites have a big negative impact on conversion rate. Increasingly people are shopping on mobile devices and we see that mobile users are significantly less patient. A slow sight might be all it takes to discourage a customer. Look for ways to improve the site’s speed to not only boost customer satisfaction but also increase conversion rate and order value. Optimize images and videos, reduce any redirects and choose a fast hosting provider to boost the site’s speed.
3. Use video to boost your sales landing pages
Using engaging and informational videos can help drive up your site’s conversion rates. A precise use of videos can help evoke positive emotions and drive customers towards action. In fact, including videos on landing pages can give a big boost to your conversion rates. These videos do not need to be expensive. A cell phone and a sales rep talking about the product is likely enough to increase customer confidence in the purchase.
4. Get your CTA button placement right
The call-to-action (CTA) or Buy Button may be the single most important element in a successful conversion rate campaign. Many eCommerce websites make the CTA placement hard to find. Yours CTA buttons should be in the natural path that users are likely to take when they navigate your site. If the CTA button is placed where customers expect it to find, you are reducing friction and improving your site’s conversion rate optimization.
5. Keep Your Site Navigation and Search Intuitive
eCommerce sites should be built in a way to make visitors easy to find what they look for. And for this to happen, you need to build the site with intuitive navigation and search features. It’s also important to use a navigation layout that is easily recognized by visitors. Plus, users should find it easy to move back and forth between pages, categories and subcategories whether on mobile or desktop.
6. Reduce friction on your website
eCommerce websites need to spot any possible frictions that are causing conversion rates to drop down. No matter how good a site is some type of friction is likely to be on the site that may affect the conversion. To eliminate friction on your website, it’s key to examine user behavior and then make use of analytics tools to see the points that are causing the friction.
7. Differentiate Between Mobile and Desktop
Top eCommerce sites consider different customers’ needs and habits in their design and they differentiate between desktop and mobile. Take to recognize that mobile users behave differently than desktop users. Using a responsive site design allows you to create different UX experiences by platform. Simplify the product pages and the filter options for different screens in order to keep the site relevant for both mobile and desktop at the same time.
8. Keep the Checkout Forms Simple
Clunky and poorly designed checkout forms are one of top reasons behind higher cart abandonment rates which ultimate leads to low conversions. Find ways to keep the forms user-friendly and as simple as it could be. Some ways to keep checkout forms simple is by keeping the inputs less, using real-time validation and enabling auto-fill.
9. Engage Customers with Offers, Discounts, and Freebies
Freebies, offers and discounts are something that most customers like and always look for. And if your eCommerce content has them in plenty with notifications on product pages, it can definitely have a positive impact on the conversion rate. You can always advertise promotions on landing pages or in cart to emphasize value on offer for customers.
10. Give Customers an In-Store Shopping Experience
If your eCommerce site is able to replicate an in-store shopping experience it’s likely to make customers feel more comfortable about buying. The use of high-quality images, detailed product descriptions, engaging videos, customer reviews, and product colors, size, etc can ensure store-like experience for sure.
