UX for Online Business – A Short Series
Series 2: Essential UX Aspects for Ecommerce
There is a reason why people prefer walking into a physical store as opposed to ordering online. Primarily, this is because they enjoy touching the products they intend to purchase and experience them physically before having to decide. Online shopping has this one drawback – the inability for people to experience the product before buying it.
However, with properly implemented UX elements you can easily fill in these gaps and ensure increased purchases. A very basic example to accomplish this is to avoid putting in a lot of information all at once, avoid using complicated language and make things look simple and approachable. Following are a few other elements that must be kept in mind:
Making the First Impression
If a customer is not impressed with your home page and if you’ve struggled to leave a strong first impression, then don’t be surprised if they prefer a different retailer within the first couple of minutes. Not only does it need to be compelling, it must also focus and help the user focus. The easiest way to do this is to provide a captivating story to the customer telling them why you as a retailer are a better option as opposed to several others that exist. This does not mean you complicate it. Keep it simple and focused.
Have a Diverse Collection
It always helps to have a diverse collection. This can be displayed in a grid system with the most popular items appearing first. You can also recommend products that have received better reviews in the past. Don’t force your users to make purchases of items you are unable to sell. Instead, allow easy filtering and comparisons for them so that they are able to choose based on their interest. Using a grid allows more collection items to displayed all at once.
Research and statistics in the past have recorded that almost 70% of the users abandon their cart post an online shopping spree. It is very important to treat the customers differently. It is important to ensure that if someone has added certain items in the cart, they purchase them and do not abandon them. Here are some ways good UX experience can be accomplished:
- Use a marketing software for emails.
- Make New offers
- Use promotions on Social media actively
- Hold Contests to intrigue users
- Announce Sales with timers and
- Offer Free shipping for a certain amount spent on purchase.
An online store can only build its plausibility and credibility as a retailer through demonstration of testimonials. You can have page ratings and reviews and even product reviews so that users can see what people have to say about the brand and the services.
Always Have Customer Service Strips
It is very important to sustain a well-made first impression all the way through to the future. Customers will evidently have questions that cannot and should not be ignored by the retailer. This is why it is imperative that your website offer tabs where they can leave their grievances for you to cater to. This can also be done through live chat boxes or customer service strips at the top or the bottom of the page.
Make Checking Out Simple and Secure
A secure checkout should be a priority for all retailers. Build a sturdy platform and follow it up with speed and security. A single click for checkout works best so this should always be the aim for the retailer.
A decent UX experience is what will guarantee that a user returns to your store. In order to do this, it is essential that the retailer thinks about how their user feels when clicking the cross. Whether you feel that your products lack some sort of a zeal, or even if the business is about bed sheets and herbal teas; photos make all the difference. Get creative to leave the user with a feel.
To Sum it Up!
From the first impression on a visitor to the last on a consistent user, A UX experience for an e-commerce business if very important.