The core goal of a website site is to make the journey as easy as possible for the consumer – so attention to user experience is key. Even focusing on a small set of e-commerce UX design essentials, a site can become more intuitive almost immediately.
When shopping online, consumers generally have a goal in mind, and thus – a task-driven pursuit. One of the main things that can be done to improve this experience is to analyze the main navigation of a site to ensure that primary navigation is organized and reflective of the product hierarchy system. Ease of use within the navigation will also allow the user to feel comfortable enough to explore, knowing they can get back to their destination if needed – but encouraging more movement around the site in fewer clicks, the comparison of product, and a higher rate of conversion for the business.
Operating an e-commerce business without a secure site, also known as an HTTPS, is simply not an option, but customer security and trust come down to more than just logistics. Due to the nature of online business and the fact that customers are unable to experience the actual product or business ‘in the flesh’, extending trust is key to conversion. Providing real customer reviews, easily accessible contact information, live customer service, and a physical address and phone number all provide customers with touchpoints to instill confidence in the business.
Once a user has made it to their destination, in this case – usually, a specific product page – intuitive calls to action and visual cues – is essential to final conversion. Interface details such as allowing customers to see their ‘in progress’ shopping cart with a product total, a clear ‘add to cart’ button, product detail pop-ups and customer reviews must all be on the same page and allow the customer a seamless experience to access all the information at one time as desired.
Over 70% of online shoppers state that they read product reviews before ultimately purchasing – so it’s critical to include a component of social proof on an e-commerce site. While a simple review can result in future conversions, customer images of products can take this a step further. While produced, studio images of products are detailed and styled, it’s the ‘real’ customer imagery that ultimately persuades another customer to purchase. Adhering to best practices in user experience will above all provide a better rate of conversion. Providing customers with the information, transparency, and tools needed to accomplish their task will ultimately bring more business to the site, instead of a competitor who has already optimized.
Adhering to best practices in user experience will above all provide a better rate of conversion. Providing customers with the information, transparency, and tools needed to accomplish their task will ultimately bring more business to the site, instead of a competitor who has already optimized.