A first impression is the last impression. While in some cases, this may not be completely true; for a first-time eCommerce website visitor, this is often the gospel truth.
Website User Experience (UX) is how a visitor feels while browsing or after leaving your website and has a strong correlation with their purchase-making decision. UX can be positive or negative.
While a positive UX is most likely to get converted in sales, repeat purchases and enhanced customer satisfaction; a negative or poor UX can be the end of the interaction of a potential customer with your website.
If you are in eCommerce and wish to know more about UX or are having issues related to your eCommerce website’s UX, you are at the right place. Let us explore what you can do to further improve website UX as your first impression, the next and the ever afters.
Speedy and Seamless Navigation
Speed is among the topmost factor which affects UX. 47% of consumers expect a website to load in two seconds or less, and a delay of every two seconds afterward negatively influences UX.
The speed of website access should be the same as from mobile and desktop since mobile devices account for over 54% of website traffic worldwide.
The UX should be seamless and users should be able to find what they are looking for. The website should ideally place the best selling or their core products at the top where it is easy to find. Enabling filters, voice search and image search can also help a customer find what they are looking for.
Clear and concise Call To Action such as ‘add to cart’, ‘buy now’ and ‘check out’ should be in place for converting traffic into sales.
Faster payment is also a vital element for pleasant UX. The eCommerce website should offer popular modes of payment so that a shopper can choose from.
As many as 27% of shoppers abandon a purchase owing to lengthy checkout processes. Websites should ensure a simple checkout process and let visitors checkout without registering. It at all it is crucial, it should be as short as possible.
An omnichannel or a unified UX is very crucial as the visitor should get the same brand image and message irrespective of the device they are using or the platform they are on. By delivering mixed messages across different platforms, the users can easily confuse about the USP of your brand; whether it is cost, quality, faster delivery, or something else.
A great omnichannel experience can be observed at the Starbucks rewards app. Whenever one makes a purchase, they get a free rewards card which can be checked and reloaded through phone, website, in-store, or the app. Any change to the card is also reflected in real-time across all channels.
Minimalistic yet Eye Catchy
‘Less is more’ is the mantra which seems that online visitors are favoring nowadays. A cluttered website is likely to confuse them more compared to a website that is clean and organized. Rather than having information all over the place, it works better to keep a minimalistic design with a spotlight on a product or few products which the business wants the viewers to focus on.
Eye-catchy elements can be added to bring the focus to the content or product of desire. Elements such as eye-catchy graphics, videos, user-generated content, opinion polls, surveys and so on can be used to drive home the point.
Ensure that the website is optimized with best SEO practices.
The website of Bouguessa, a luxury fashion brand uses the concept of minimalism and eye-catchy elements beautifully. It mixes bold and simple typography with minimum content, which allows for simple website navigation.
Truth and Transparency
A diligent online visitor can see through the lies of an eCommerce business if any. And even if the website succeeds in deceiving them once, they are never set to return on learning about the lies or cover-ups.
Ensure that the information such as product details, return policies, packaging details, delivery services, company policies and so on are accurate and transparent. This invokes trust and the visitors feel more confident in making an informed purchase decision. It positively influences the UX.
Personalization is a sure-shot way to enhance UX and also guide users to the products they most likely will be interested in. Based on their past purchases, previously searched content and preferences, suggestions can be provided.
Some of the most common ways to personalize are by adding recommendations such as ‘Shoppers who purchased this item also viewed..’, ‘Best sellers’ and ‘Trending’. Businesses can also up-sell and cross-sell complementary products.
Personalization is used extensively by the OTT company Netflix. Based on the previously watched content, their recommendations are found very useful by subscribers.
Feedback and Reviews
Feedback is not only an important aspect of positive UX but also crucial for improvement. There should be mechanisms in place for feedback such as feedback forms, personalized emails, live chats, and such. Shoppers can be motivated for providing feedback, by offering gift or discount offers on their next purchases. Most important is to act on the feedback received.
Reviews posted by earlier shoppers enhance confidence in the visitor about the product or service and helps in an informed purchase decision. It is important to respond to reviews especially negative reviews if any and take affirmative actions.
Ensure that if a shopper buys from your website, re-engage with them at apt time intervals to make them come back. Various ways it can be done are by social media outreach, emails, special offers and discounts.
Keep updating the website at regular intervals and adding interesting content so that once a user returns, it enhances their UX.
To conclude, an unforgettable positive UX is vital for any eCommerce business and the strategies discussed will surely help in your endeavor.
Tim Robinson is Digital Marketing Manager at PACK & SEND, a 25+ years old and respected brand in ecommerce, logistics, and freight delivery solutions. Tim has 20 years of combined experience in sales and marketing. Logistics, D2C, franchising, business planning, and operations management are his core expertise. Connect with Tim on LinkedIn.