When customers shop online, it is similar to shopping in a brick and mortar store. They have a goal in mind– whether to buy a specific item or to browse your inventory– and they want to make their purchase as seamlessly as possible. To customers, your website’s homepage is your storefront. Your category pages allow your customers to walk through your product aisles. Your product detail pages provide shoppers the information they would expect from holding an item and reading the packaging.
In the eCommerce world, competition is more fierce. If customers cannot easily find what they need on your website, they are only a few clicks away from your competitors.
Providing a compelling user experience (UX) is critical to your company’s eCommerce success to increase conversions and boost other KPIs. The goal is to transition curious visitors to loyal customers. And when a website is designed with the customer in mind, it creates a user-friendly shopping experience that builds trust in your brand.
Here are Bytelion’s top tips to instantly improve your eCommerce website’s user experience:
1. Think mobile-first
Experts project that 45% of the total eCommerce revenue in the US will come from mobile purchases in 2020, and these numbers are expected to keep growing in coming years. Your website’s homepage is your first impression to visitors, which will often determine if they continue engaging with or leave your site. Websites that are not optimized for smaller devices can make it tricky for visitors to navigate, especially if buttons are too small to tap or the layout does not change to fit the new size. Usability testing, a research method in which UX designers observe and understand how people interact with interfaces, is a great way to ensure that designs are easy to use on different platforms. eCommerce websites that think ‘mobile-first’ save a lot of money during the design and development process by strategically building for both a mobile and desktop audience.
B&H’s website adapts to a user’s screen size. While product details and changing images are displayed to the user on the desktop website (shown above), the mobile-optimized website (shown right) is more intuitive for scrolling and tapping behaviors, which makes it user-friendly for small screens.
The navigation bar is consolidated into a menu to save screen size, and large buttons replace text, which makes tapping easier. Product category tiles stack to prevent crowding on the page, which lets visitors easily scroll through their options to find what they need.
2. Make sure your calls-to-action (CTAs) are crystal clear to shoppers
Your goal is to help visitors find what they need and complete their purchase. By keeping the visitor’s next steps clear, you help reduce user confusion and potential frustration. CTAs such as “Add to Cart” or “Check Out” should be clear, large, and easily visible to your shoppers.
This is a great opportunity to use some of your brand colors too, but make sure that your font size and colors make your buttons legible. UX designers regularly conduct user interviews to help inform site design decisions that keep the customer in mind. The effectiveness of website CTAs can often fall on labeling, color and other visual indicators. For example, buttons labeled “Submit” vs. “Cancel” should be easily distinguishable from one another by utilizing different colors, icons, text and formatting.
The CTAs on Etsy’s website are large and emphasized by bold outlines or filled in with black to make it stand out on the page. The button text is legible to shoppers, and by using different designs for each of the buttons, it is clear to users that the buttons complete different actions. Additionally, the site utilizes icons that help to show shoppers what they can expect to come next.
3. The checkout process should be effortless
The checkout process is often a website’s make-it-or-break-it point. Once shoppers have their credit cards ready, they will be the most critical about their confidence in you as a company. A well-designed checkout process should be simple and transparent to keep online shoppers at ease.
Keep the checkout process short and straightforward. Only ask for information you actually need to complete the purchase. Visualizing the shopper’s progress with a completion bar, for example, also helps set their expectations of how close they are to finalizing their purchase. Visitors should also have the option to check out as a guest, especially since some shoppers will be hesitant to provide more information than necessary. You can recommend making an account to make future checkouts easier, but forcing visitors is a guaranteed way to lose potential sales.
Transparency is key when it comes to building trust. Shoppers will not share sensitive information if they think a website is sketchy or unsafe. To build trust, provide transparency in pricing, including the breakdown of taxes and shipping costs. Apart from sheer convenience, accepting payment methods such as PayPal and Apple Pay can also help provide a sense of security to the customer by allowing them to pay through a linked trusted account.
The reason why Amazon comes up often in eCommerce examples is due to the thought they put behind their online shopping UX. In a single page, shoppers can review their default shipping and payment information while still having the option to make any changes. By providing transparency in shipping options, cost breakdown, and only showing the last four digits of the credit card number, Amazon builds user trust and credibility. It does not get much easier than placing an order with one click.
4. Visitors should easily find what they are looking for
Simply put, users should know where they are on your site at all times and should be able to easily move through the pages to find what they are looking for. Information on the page should be clear, whether the customer is looking at details for a specific product or browsing through a category of related items. How your website pages are structured is incredibly important, balancing the defined user needs on your website, while also considering search engine optimization (SEO). A well-designed eCommerce site will provide easy navigation for new customers as well as specificity that helps returning customers find exactly what they need. Providing a search bar is a great example of a website feature used to help customers quickly find specific items they have in mind.
Nike provides very simple navigation for its shoppers. With only a few main categories, visitors are not overwhelmed and can easily find relevant subcategories when hovering over the navigation bar. A search bar is also available for shoppers who know what they want and can be used by entering specific keywords to return results.
5. Product details should communicate information the shopper needs
Unlike shopping in a store, eCommerce shoppers are dependent on your product detail pages to understand the product they are considering purchasing. An effective product page is designed around the information that is most important to your visitor.
Product names should be clear and descriptions be concise and include all the necessary details. Additionally, product images are also critical since this will be one of the first ways shoppers identify both the item and its quality. Having high-resolution photos and multiple angles help build customer trust that they will be getting what they purchase. The contents of your descriptions and product details will differ from product to product; however including a few sentences and dimensions or sizes are a good start.
As you learn about your users’ needs and habits, the next step to creating a delightful shopping experience is by personalizing content. Perhaps your user seems to like a specific item or style based on previous purchase or browsing information? When viewing a product page, offering suggested items that align with the user’s interests presents them valuable information and can help increase sales.
ModCloth, a women’s clothing retailer, provides a clear product page and helps visitors easily find the information they need about an item. Multiple images are provided to show the product from different angles, with added personality to make the visitor’s experience more delightful. The title and pricing are very clear, as are potential discounts and ratings. Visitors can see all available sizes and colors, and the product descriptions and details are all available on the same page, separated by clickable tabs to prevent overwhelming amounts of information from appearing all at once.
6. eCommerce websites should cater to different shopping styles
A successful eCommerce website is designed for the needs of various shopper types, including visitors who are browsing as well as buyers that know exactly what they want. When a visitor is not sure what they are looking for, category pages are important. Understanding what types of products your website offers and being able to compare individual items within those categories helps visitors evaluate their options before making their selection. On the other hand, when a visitor knows what they are looking for, a combination of search and filters will help them find their product quickly. Filters are ideal for buyers who know what they want, since they display specific results that fit the shopper’s exact needs.
Airbnb’s website allows visitors to view all available accommodations for their location and timeframe on a map, organized in a list on the left side of the initial search. This helps guide browsers who want to view all their available options. For buyers with intent, the filter menu allows them to select exactly what they want from their stay, ranging from facilities to house rules to the language the host speaks.
Providing a positive eCommerce experience begins with the consumer and understanding how people shop online. The tips above are useful for optimizing your website, but it is also important to remember that there is no one-size-fits-all model for all eCommerce websites. The needs of someone looking for a specific cleaning product differs vastly from someone browsing for shoes to match an outfit. It’s also important to note that no website is able to do everything perfectly (even eCommerce giants like Amazon have received a lot of critique), so it is important to understand your target customers.
To achieve an eCommerce website optimized for your customers, it requires a dedicated team of professionals to learn about customers’ needs through research, adapt website designs to fit those needs, and continue to follow customer and industry changes. UX work is not a one-time task but a dynamic process that evolves with your business. All eCommerce websites are different and approaches need to be personalized for each site and its customers. To learn more about our team and unique UX processes, click here. To see if your eCommerce site could use some outside feedback, sign up for a free audit here!