Creating Positive ECommerce User Experiences

Friday, October 23rd, 2020

shoppingImproving the user experience (UX) is one of the driving forces of modern web design trends and practices. Creating a pleasant experience for visitors to your website means they’re much more likely to stick around, keep browsing and ultimately feel happy placing their trust in your business.

Positive user experiences give the impression you are professional and understand your customers needs and point of view. This is great news for search engine results too as they promote websites that give searchers what they want, and everyone knows that happy Google equals more effective digital marketing of your site.

4 Tips For Improving User Experience

Providing a good user experience is especially important for ecommerce websites. Why? These types of sites are often asking for customers to provide more extensive information such as credit card or PayPal information to a website they may not have visited before, for a product that will then be shipped to them sight unseen. These transactions require a lot more trust.

The best way to build this trust is to make using your ecommerce website is a pleasant and smooth experience for them. Here are our top tips on improving the ecommerce experience for your customers.

  1. Organise Your Products Logically. One of the most off-putting things about an online store is having page after page to sift through, without enough information to figure out which product is best for you. Create logical product categories and sub categories so that people can drill down to the specifications they want. Do consumer research to find out which categories are most important to people. If you can, put colour or size variations on a single product page to cut down on clutter and make it easier to navigate.
  2. Provide Images And Comprehensive Information. You don’t want clutter on your catalogue pages, but you need to provide full information about the product. If you leave any questions in the consumer’s mind, they might find it enough reason to look elsewhere. Keep it streamlined, use bullet points to lay out specifications without creating a huge block of text. Highlight the benefits of each product.
  3. Have An Intuitive Search Function. People often know exactly what they want, down to the model or product name. Having a well thought out search function lets them instantly get connected with their goal, which creates momentum for completing the purchase. A search function with different options and parameters is also useful for ensuring people who don’t quite know what they want, but have an idea.
  4. Make The CheckOut Quick And Easy. Handing over credit card or PayPal information by far requires the most trust during the process. The easier it is to check out, the more likely customers will go through with it. You should also ensure your site is secure – and looks it!

For ecommerce websites, creating a positive user experience is essential for building the trust to essentially make a blind purchase. It results in higher conversions, repeat business and referral business.

3 Common Reasons Online Shoppers Abandon Carts

shopping cartSpeaking of the checkout process, you might often see people getting all the way through your shopping cart with the aid of Google’s helpful analytics, only for them to abandon the purchase.

Without being able to reach through the internet and ask people “hey, what went wrong?”, it can be discouraging to see these stats. It’s useful to review some of the common reasons that online shoppers frequently abandon their shopping carts so you can work towards reducing the likelihood of cart abandonment. 

  1. Lack Of Trust And Transparency. Only revealing certain fees like insurance and shipping until the end of the buying process can destroy the trust you’ve built up between yourself and the online customer. Being upfront about added costs can put you ahead as an honest and open retailer. Just the act of buying something online takes a lot of trust – about the quality of the product and about putting payment details online. Highlight testimonials and reviews from previous customers, and emphasize the security systems in place. For those struggling to earn faith in their payment system, PayPal is a respected option.
  2. Doubt Over Whether They Getting The Best Deal. Customers often get all the way through to check out before wondering whether this is actually the best deal available to them. You can’t stop them from browsing and finding better prices elsewhere, but you can take this opportunity to offer further incentive. Remind them of any special deals or discounts that are being applied to their order – everyone loves to see the savings right in front of them. You can also have pop-ups that appear when the user moves their mouse towards the “exit” button.
  3. The Checkout Process Is Too Long. If your checkout takes too long to complete or demands too much information, customers are liable to give up entirely. If possible, avoid a necessary sign up – let them form a guest account, and then consider send emails reminding them to sign up later. Ensure there aren’t too many steps to process – ideally just an order confirmation, address confirmation and payment processing. Make it easy to pay through a variety of methods – some people don’t trust credit card payments, while others don’t have a Paypal account.

If you’re getting your customers most of the way there, you’re already doing most of the hard work. A key focus is to make the process simpler and help your online shoppers get across the line!

Upselling Online

Increasing the value of the sale to alleviate doubt over whether they are getting the best deal is one of the easiest ways to ‘upsell’ online. During the checkout/order process, think about other add-ons that are related to the item that is being purchased.

Rental car companies (for example) typically do a superb job of this, where they offer extra insurance, snow chains, baby seats etc. The majority of online shopping sites are a little basic and they need to go to the next level of customisation where related products are tagged in their database, then presented at the checkout stage. Selected items could be tagged 25% off if two or more are purchased, there are many permutations of incentives that can be built into the checkout process.

In addition, once someone has ordered a product or service from you online, there’s a golden opportunity to present another offer. You already have a fully engaged customer, now’s the time to make an offer they find hard to refuse. A good example of this is Air New Zealand. After booking your flight you will often receive emails prompting seat select/upgrade, rental car and accommodation opportunities – with associated discounts of course.

Air New Zealand’s upgrade offer system is slick and intuitive, it exemplifies how to make the upsell process engaging and compelling. It’s win/win all the way, they get to sell more product and you can get a great deal on things you probably needed anyway. Follow-up emails are the unsung hero of upselling online, the key is to build a well-run email database. It can take some lateral thinking, but most businesses selling products and services online can create something of interest to their customers that will grow the sale value for all parties.

For more information on how to improve the user experience when selling online get in touch with the experts in SEO at Avatar today!

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Katie is a lover of words and art, born and raised in Christchurch. With a BA in English and Japanese, she’s happiest tapping away at her keyboard writing copy or articles, or else working on the latest illustration. To balance the creative side, Katie is also very motivated and a bit of a perfectionist, which helps with her SEO duties. Although her hobbies could probably be described as art, art and more art, she also enjoys long walks, good friends and travel.

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