Ecommerce Website Design: Five Best User Experience Practices
September 19, 2017 - E-Commerce Development
Have you ever called customer support if you were having problems with checkout process on an ecommerce site? Most likely, never. It is so much easier to click the “x” button and switch to a different online store. Today, it is crucial for the retailer to give their potential buyers positive user experience (UX) to ensure they make it all the way to the checkout and return to the website over and over again.
In this article we’re going to talk about five most important aspects of UX for ecommerce website design.
There are only three key questions every potential client has once he lands the website:
- What do they sell?
- What is their value proposition?
- Who are they?
Landing page should cover all these questions, without need to scroll down or interact with the page. In other words, users should understand what the brand is, what products they can buy and why is it better to buy those from this seller rather than from any other.
Customer journey to the cart should be as simple and clear as possible at every step. Never let customers feel lost on the website. Here are some basic, yet crucial things that should be considered:
- Visible menu,
- Clear page name,
- Easy to read URL,
- Home page button,
- Search and filters,
- More information about the item button,
- Item comparison option,
- Put to cart and save for later buttons,
- Seller contact information.
Each link, page and button can affect your conversion rate significantly. With current level of competition each mistake costs the retailer a client — don’t waste clients’ time on unnecessary operations and complicated website architecture.
Sales funnel is the ideal process each business intends its customer to experience. Perfectly crafted, this technique will move potential clients through a certain amount of steps all the way to an actual purchase. This customer journey usually involves several basic stages:
- Attention — giving user initial information about the product or service.
- Interest — engaging with user to raise his interest by comparing the product to competitors or talking about its unique selling points (USP).
- Desire — short summing-up of the product benefits to make user want to buy it.
- Action — user decides to make a purchase.
And don’t forget to design a set of retaining tools. For every business it’s crucial to build up a base of users, who regularly come back to repeat the experience. Opportunity to leave feedback and rate the product, follow-up emails, special offers and promotions might be instrumental in reaching this goal.
Another important aspect of user experience to keep in mind is product page layout. This page or product card should contain just the right amount of information to direct user to make the purchase. On one hand, too many specifications might overload the page and distract the attention. On the other hand, the information provided should be enough to make the decision to buy the product. We recommend to consider performing target audience analysis and testings for each product or service category. .
Apart from concentrating on information architecture and logic transitions, user interface design is also a critical point of customer journey. It might contribute to e-commerce project success or on contrary ruin even the most well thought out sales funnel. These are several aspects, which UI designers should consider to create positive customer experience:
- Colors should correspond with the brand color scheme and engage user.
- Using right color accents — the core zones of interaction should be instantly noticeable.
- Creating visual harmony and aesthetic that supports the brand message wins user’s trust.
Website design is the number one criteria for deciding whether the business is solid and trustworthy, so here’s the list of some simple things that one needs to remember when designing a successful ecommerce website:
User research is always a central aspect of every strong online business. Knowing the target audience helps to create flawless sales funnels and communicate USP effectively.
Make sure each page contains relevant and useful information that helps user to make decision to purchase.
Keep design consistent across all sales points — website, sales collaterals, email blasts, apps, etc.
Try to refresh user experience every now and then. Sometimes even switching around the banners on landing page might be instrumental in boosting sales.
Measure your results, compare them to industry benchmarks and always seek for the new ways to enhance user experience.