With the abundance of high-quality eCommerce sites on the web, it’s no longer enough to simply provide baseline website functionality to potential leads. Instead, an emphasis on User Experience (UX) design has made the jobs of designers, copywriters and salespeople far more challenging and dynamic as a result.
According to Fortunly, 25% of the world’s population (more than 2 billion) shop online in 2020. Customers cite 24/7 availability and ease-of-use as motivators for online shopping, while it estimated that 95% of all purchases will be made online by 2040.
Whether you are new to the eCommerce business sphere or have an established platform already, reevaluating your storefront’s UX appeal is always a welcome initiative. That being said, let’s take a look at several practical UX improvement strategies to increase eCommerce revenue, as well as why you should implement them in 2020.
Benefits of improving your eCommerce UX
Before we tackle the eCommerce strategy one by one, it’s worth discussing the concrete advantages behind their implementation. As you might know, UX revolves around the design, road-mapping and careful outlining of the customers’ journey through your eCommerce platform.
An example of UX in real life can be the difference between two soda cans and how easy they are to open and drink from. However, since eCommerce websites are far more complex and require constant updates, maintenance, and optimization, the process of UX improvement is not as straightforward.
UX design consists of careful implementation of design theory, sales philosophy, emotional triggers, content creation, and their related tools and skills respectively. While it may take some time to set up a proper UX environment for your eCommerce business, the results will be long-lasting and positive, including:
- Streamlined site navigation, monitoring, and upgrades
- Higher quality data collection and analysis opportunities
- Lowered bounce and higher customer conversion rates
- Stable industry positioning and brand reputation buildup
- High return on investment (ROI) after initial UX development
Strategies to improve your eCommerce UX
Standardize your Site’s Image
In order to differentiate your platform from the competition and allow for easy recognition based on visuals, a style guide should be a priority. A website style guide is a set of visual guidelines to which all of your content should adhere to. Everything from fonts set up through Google Fonts, visuals designed through Canva or calls to action written with the aid of best writing websites counts.
Make sure not to copy from other eCommerce sites and make your color, font and visual element combinations unique to your brand. By introducing a standardized image for your written and visual content, you will effectively set very solid foundations for your UX design going forward.
Improved Load Times
Website load times play on the users’ psychology in a big way, affecting your bounce and cart abandonment rates significantly. In order to boost sales and lower the number of people who give up on your website’s services, load time improvement should be a priority. Some of the things you can do to improve your load times and subsequent UX impressions of the eCommerce platform include:
- Optimize multimedia for lower size and bandwidth requirements
- Create and publish your platform’s sitemap on the landing page
- Choose a stable and professional hosting provider
- Enable caching and cookies for recurrent users
- Audit your content, links and overall load performance periodically
Keyword-Centric Search Functionality
Keywords play a large part not only in your site’s overall SEO ranking but also in the way in which customers browse through its content. One needs to look no further than Amazon and their search results algorithm to see how effective keyword-centric product categorization can be.
With that, you can choose your keyword groups via tools such as Google Keyword Planner and SEM Rush among others. Choose the words which best suit your products and allow users to search for relevant items quickly akin to Book Depository. It will ensure that your eCommerce platform’s usability is high while also enabling customers to efficiently filter through whatever they might be interested in.
Support & Chatbot Availability
The UX impressions your website visitors will formulate extend beyond design and copywriting. Your ability to assist them through the customer’s journey will carry a lot of weight in the UX department and make or break their experience.
As such, customer servicing should be a readily-available feature from day one, in addition to chatbot functionality to further elevate the UX. Assume that your visitors know nothing about eCommerce websites, online sales and web design – facilitate an approachable and welcoming experience and your brand reputation will flourish.
Facilitate Content Skimming
Given the abundance of products and written content contained within an eCommerce platform, chances are that visitors will skim through most of it. That is to say – content skimming should be encouraged and enabled through smart writing, formatting, and placement of your calls to action.
Focus your product descriptions on benefits over features, write short and informative sentences and include visuals such as videos and images to back them up. Make sure that your flow of information for each product isn’t overwhelming yet informative enough that it nudges the visitor into considering a purchase. Striking a good balance of info and swimmable writing will further elevate your UX design and have a positive impact on your bottom line.
Ask for Post-Engagement Feedback
Lastly, once a target customer has converted into a customer, they will undoubtedly have feedback to share with you over time. It is pivotal that you establish a survey system early in the customer’s journey to “train” the users to expect two-way communication from your platform.
An effective way to gather as much useful information in regards to your UX is to present the users with surveys post-engagement and via email. Users that have made a recent purchase, subscription or conversion will likely have the most critical feedback to share. Be there when that happens and create a survey system to facilitate for the user base’s need to express their thoughts and opinions.
Long-Term UX Improvement (Conclusion)
The best and worst thing about eCommerce UX design is that it never really ends. You will always find new ways to reinvent your platform, add new features and build on the foundations set in previous versions. In order to find a development path that suits you and your existing customer base, communication and community-building are recommended via social media and email.
Be pro-consumer oriented and announce plans, changes, upcoming events and other exciting developments coming to your eCommerce platform. Place yourself in their shoes and understand your customers and you will undoubtedly make positive decisions about your UX as we go further into 2020.
Daniela McVicker is a passionate digital marketer. Daniela is interested in everything related to SEO and blogging. She collaborates with Essayguard and other websites where she shares her experience and helps marketers make their names in the online business world.