Like any commerce retailer, having a killer eCommerce store comes down to providing visitors the best experience ( UX ) you possible can. Any shopper coming to your store will have a different point of view, in some cases the best experience for a shopper could be as simple as finding the lowest price, even on a poorly designed site with UX.
But, taking this into consideration, generally speaking, a better overall eCommerce UX translates more into higher conversions. Better conversion rates and of course higher sales.
One issue is creating a better UX can be a complicated task, with what seems to be never-ending. Options after options which need to be researched, tested, implemented and tested again. Colour combinations, button locations, product layouts, call to actions, load speed times etc. The list can be endless.
Great news though. There are a few proven techniques to help improve your conversion rates.
Page load speeds:
Slow loading web pages means many of your customers, or potential customers will never even see your site because they’ll click aware at the first sign of the page not loading. Even customers that stay can sometimes be lost if they continue to endure and stick with the slow paint speeds. 12% of shoppers have cited that “website too slow” as reason for abandoning their shopping carts. Any percentage of customers thinking of abandoning or actually abandoning cart is worth the time and investment to improve this aspect of your website.
The web as we know it now is the most visual it has ever been. A visual experience for customers is now the norm. Shoppers expect higher quality images, but they also expect to see multiple viewing angles of the product and have the ability to interactive with each image, zooming and panning.
Security is at the back of everyones mind, the level of fear in customers is always high, this in mind it might hurt conversion. The customer is always skeptical of where they are punching from, and if it is secure. Many aspects off your site can serve to reduce these fears, including everything from the sites layout and design to including reviews by other customers. Adding other symbols to the site will also help in reassuring the customer that their transactions are secure and safe. This includes lock icons, card icons and watchdog associations.
Clear call to actions
No longer just a big red button on the side of the page, call to actions need to offer a clear benefit to the customer if they click it. They need to also reassure customers that either an action will happen, or they will receive something for reading that call to action.
Simplified checkout process
On average, shopping cart abandonment rate is 65% or over. That means two-thirds of customers who add items to their shopping baskets never checkout.
You can chip away at that monumental number with a few easy steps to your checkout process. These stats on why customers abandoned their baskets show you the way:
14% – No guest checkout option – People don’t want to open an account, they just want to buy from you. Let them. 12% – Asked for too much information – Ask only for the information that is necessary to complete the sale. At very least, stop asking for state and country information if you already have their zip code. Sheesh. 11% – Complex checkout process – Again, when confronted by shoppers who want to spend their money on your site, step aside and let them proceed as swiftly and simply as possible.