eCommerce is the only trillion-dollar industry that is growing at a double-digit percentage each year – Read report here.
eCommerce has been there for about twenty years now and there is no doubt that online shopping has reached its peak in the past few years.
According to a report, one-fourth of all the purchases made in UK are made online; this means 21 percent of the retail sale comes from online purchases. Today’s consumers have easier access to the Internet and the willingness to spend has also increased, which is the reason why eCommerce websites are thriving even in this competitive world. RJmetrics states that there are more than 110,000 eCommerce websites as of 2014 and more or less each one of them are able to make decent amount of time from online sales.
So if you want to thrive in this extremely competitive landscape, you need to do something really unique and innovative to stand apart from your competition. eCommerce websites serve a completely different purpose than any other website and that is helping people purchase what they are looking for. From clothes to books, electronics to toys, eCommerce websites offers customers with a wide variety of items.
Today’s consumers are proactive, decisive and more impatient that ever; so if you want to retain them and want them to complete the purchase cycle, you need to offer excellent ‘User Experience (UX)’.
According to Forrester, 97 percent of the websites they examined failed at user experience. By improving the UX, eCommerce websites can increase sales and win more number of happy customers.
So how would you improve the UX for your eCommerce website? Keep reading.
Tips to Improve the UX for eCommerce Websites
It is extremely important to improve the UX for your eCommerce website design to make sure your customers are satisfied and their journey through your website is glitch-free. Improving the UX also reflects in the revenue, so here are some ways in which you can improve the UX for your eCommerce website which finally will help you improve the bottom line.
The number of mobile users has already surpassed the number of desktop users, which means a major portion of the customers that visit your website use their mobile devices to browse it. Therefore, offering a good user experience on all devices, should be your first priority.
Make your eCommerce website responsive, so that it adapts seamlessly to any screen size. This means the customers will have similar shopping experience on desktops, laptops and even on smartphones.
Better Search Results
Almost 30 percent of the customers visiting your website will use the on-site search feature to find exactly what they are looking for. This means offering these people with the exact search results will motivate them further to complete the purchase cycle.
Here are 3 things that you should consider to improve the search feature:
- Proper placement of the search box. This means you should place the search box in the most prominent location so that the shoppers can access it easily.
- Determine the keywords that the shoppers are most likely to use to search for a specific product. Include these in the product descriptions, etc. so that the exact products come up when the shoppers search for them.
- Accuracy is the next important thing. Provide your customers with the most accurate results, misguiding them or showing the wrong results might discourage them to proceed further.
Bigger and Better Product Pictures
A number of eCommerce websites are embracing larger pictures and they are seeing the benefits. Since the customers are not able to see or touch the product in reality, you need to use pictures that are close to real life. Bigger pictures show more details; to improve the UX you can use multiple images o the same pictures from different angles.
Include Product Reviews
Including reviews helps users to understand the products better. Reading the user reviews the customers are able to evaluate whether that is the exact products they are looking for or whether the products serve their needs. User reviews can also help address concerns and answer questions about the quality and usage of the product they are looking for.
Real reviews from real people can encourage customers to proceed through their purchase journey. To improve the user experience, you can consider adding information about the reviewer (so your customers know the reviews are real) and a summary to the reviews (to help the customers get a gist of the review).
Detailed Product Descriptions
Including detailed product descriptions (in layman’s words) is important to give the customers a real life feeling of the product. Since they are not able to touch, feel or see the product directly, you should provide every minute detail which will help the customers understand whether the product is exactly what they are a looking for.
Detailed product descriptions along with high quality image will help the customers get a real life feeling and there are high chances that the customer will complete the purchase process.
Most people abandon the purchase process in the middle since they are worried about the security offered by the eCommerce website. The customers are required to put in their credit card details and other personal details in order to complete the check-out process, this is where they get worried.
Use a secured payment gateway and add a seal of security to make the customers confident about the security features. The conversion rate for Oriental Furniture grew by 7.6 percent after they started displaying a security seal on their eCommerce website.
Improving the UX of an eCommerce website does not just mean improving the design of the website; you also have to focus on the usability and functionality of the website. To improve the user experience you need to implement strategies that will help the customers to navigate through the purchase journey seamlessly.
Improving the user experience will boost the conversion rates and improve sales. Not only sales, a good user experience also helps in developing strong and long-term customer relationships, which mean you can go a long way generating better sales.