Positive user experience and conversions on your e-commerce website are more related to each other than you might think at first. Nearly all potential shoppers scroll down to the end of the page to read firsthand reviews of the products others previously bought. If the conversation thread is dead or outdated, then they might think that something is wrong with the product they had their sights set on and they will look for a replacement on your competitors’ website.
The same goes for other steps of the conversion, so you need to adopt a proactive and enable a smooth shopping experience. Applying the following 5 easy UX fixes will ensure that conversions of your e-commerce website will never again deter a single potential buyer.
Check out the check-out
One of the stages of a typical conversion most prospective customers lose their patience is the payment procedure. Because of the high security level, this stage is tedious to the point that many people give up and leave their order as it is, wasting tens of items they have previously placed in the basket. In order not to lose clientele in this manner, don’t force your customers to fill out a huge number of fields.
Signing in via social media accounts and auto sign-in are ideal fixes to introduce that will significantly decrease the number of clicks necessary to purchase an item. Also, some people may be worried about the fact that you are asking them to reveal their identity, which is something that does not occur at a real-life check-out counter. The option to shop online as a guest, i.e. without revealing their identity, is a feature that many customers will be grateful for. Finally, people are visual learners, so be sure to include the logos of the payment companies such as MasterCard, American Express, and VISA.
One user to another
As we mentioned in the introduction, the comments section is just one example of the scrutiny your website will undergo from potential shoppers. Since there have recently been a lot of scams with user reviews and comments which were fabricated by business owners, you will have to go the extra mile to convince people that user reviews on your website are 100% genuine. You can accomplish this by increasing the number of details reviewers can input, such as age, location, gender or nationality. The like button will ensure that after a while, you get top comments that will be shown first, based on reviews by readers.
An image is worth a thousand words
The design of the website has a tremendous impact on the conversion rate. Essentially, if the information and the images overlap or the page is hard to navigate, people will give up instantly. That is why a simple and clean design will get you far. The page also needs to be responsive which is achieved by removing all unnecessary images and animations. When it comes to web design of e-commerce product pages, less is more.
Furthermore, the images of the product and banners have to be the best possible quality, preferably taken with a professional camera. Don’t be afraid to use Photoshop presets and brushes made by Sleek Lens who offer various other templates that even professional photographers use. By creating and maintaining a clear visual identity, it will be easier for the public and clients to instantly recognize your brand. This will ease the conversion process as the result of increased trust in your e-commerce platform.
Distinguishable call-to-action buttons
Once you take care of the security certificates, ease of access is another design feature that your website should have. The call-to-action button such as “order now” should be featured on the homepage and it needs to be clearly distinguishable. This is done by placing it in the dead center of the page and making it instantly pop up by using a different color scheme from the rest of the page. It can be larger than the average button and there could be an image around it elegantly directing the reader’s attention to the button in question. It is nothing out of the ordinary to place arrows pointing towards the call-to-action button.
Search and you shall find
Finally, the search engine on your platform needs to be customized as much as possible. For instance, if an individual wishes to find an SD card for the mobile phone, the second they type in “SD,” a suggestion with their search preferences should pop up so they needn’t finish writing but just click the suggestion. This feature should go hand in hand with detailed products’ description that will include all relevant keywords. This strategy lies at the very core of SEO, so you shouldn’t have too much trouble putting it into practice.
The UX fixed listed here are fairly easy to introduce and they will liven up all the pages. The e-commerce website you run will experience a tangible increase in conversions, resulting in higher revenue.
Author Bio: Ian Lewis is a retrofuturist, traveler, and a marketing expert. You can find him on Twitter.