5 USER EXPERIENCE TIPS TO INCREASE ECOMMERCE SALES
User experience design (UX) is core to the modern digital economy because it makes the internet accessible and usable to the general public. UX design “encompasses all aspects of the end-user’s interaction with the company, its services, and its products.” As a result, “UX design plays a pivotal role in the success or failure of any ecommerce activity.”
According to a recent survey, “38% of users will stop engaging with a website if they find it unattractive.” This matters because “70-80% of users research a small business online before visiting it or purchasing something from it.” If you have an outdated website - or no website at all, you are actively turning off customers.
Your website is your digital storefront. Leverage these five tips to increase ecommerce sales.
TIP #1 INCORPORATE A STRONG CALL TO ACTION
It is important to build any e-commerce site around a strong call-to-action (CTA). You never want potential customers stumbling onto your content, and then subsequently leaving without taking any action. Compelling CTAs should reflect and support your goal. Your CTA should be highly visible, short, and immediately actionable. As a B2C e-commerce business, your goal is driving sales/conversions. Good examples of CTAs for a consumer e-commerce brand are “Add to Cart, Checkout, Buy Now, and Add to Wishlist.”
TIP #2 CREATE COMPELLING, RELEVANT CONTENT
Content is one of the most important parts of your website. Content involves everything from product descriptions, photos, videos, articles, to taglines. In order to build a comprehensive content library, you want to develop a strong understanding of your target audience. Content “must deliver a clear value proposition and include an effective call to action. The key to a successful website is having clear, relevant and keyword-rich content that delivers the right message with power and conviction. The content on your website should target your audience, engage them and persuade them to take action.” Text-related content is especially important for your website because strong keywords help “boost search engine optimization (SEO).” Strong SEO will rank you higher on Google search results and allow your company to reach a wider audience.
Content can also include audio/visual media. Having clear and professional-grade photos of your products and/services is critically important in the world where people buy products without physically seeing them. Compelling photos/videos will instill a sense of trust in your brand. “Nothing complements and represents your business more effectively than professional and original photographs of your products, customers, team and facilities.”
TIP #3 MAKE NAVIGATION EASY
Good UX design should help guide a customer through their time on your website, ultimately driving ecommerce sales. It is easy for consumers to feel lost or overwhelmed if your information is not clearly organized. New research data suggests that poor “website navigation may be losing you customers.” Hilary Basch, a User Experience Designer at Tank Design, says, “If [users] are failing to find the content they’re looking for, they will go to your competitors or somewhere else to find it.”
Equip your potential customers with the tools they need to find the product or service they are looking for on your website. First, think about adding a search bar to allow customers to directly search for specific items. Second, organize your website so the navigation is simple. Start by alphabetizing your product catalogue and providing helpful filters. Two immediate filters to consider are “Best Sellers” and “Out-of-Stock.” These filters empower your customers and allow them to make informed decisions increasing eccomerce sales.
TIP #4 BUILD A SEAMLESS CHECKOUT
The checkout phase is the most important of a customer’s visit to your website. Unfortunately, many customers abandon their online cart before completing a transaction. The global cart abandonment rate was 69.57% in 2019. Great strategies to reduce cart abandonment include avoiding surprise charges or fees. A surprise cost might cause the customer to second-guess the value of the product and abandon the purchase. Second, focus on optimizing the speed and security of your site. Nobody wants to buy from a slow or unsafe website. Finally, avoid forced account creation. Don’t add unnecessary steps into your purchasing process. By having a seamless checkout, you will increase ecommerce sales.
TIP #5 ACCOUNT FOR MOBILE USERS
Today, the majority of internet searches are made from mobile devices. In 2020, roughly 51% of all global website traffic originated from mobile devices. Experts say, “A fast, interactive, and mobile-optimized website is one that will please your customers. It will give your business credibility... because your clients will be able to browse your webpage while they are on their phones and make important buying decisions judging by what’s offered on your webpage. If they are on their phones and want to browse your site, but it is not possible, they are significantly more likely to lean toward your rivals and do business with them.” Additionally, it is another very cost effective way to boost SEO. Google ranks websites with mobile versions higher on search results.
READY TO INCREASE ECOMMERCE SALES?
Now more than ever, it’s important to meet your customers where they are and how they want to shop. The shift to Digital Commerce is one that will impact every aspect of your company.
Schedule a free online consultation with us to take the first step towards developing a winning Digital Strategy.