User experience or simply UX has become a dominant factor in customer satisfaction. Consumers no longer care just about the quality or quantity of products eCommerce stores have to offer. They also care about the experience online stores can provide them with.
If the experience isn’t meeting your consumers’ expectations, they’ll simply bounce off your website and go to the next one. The vital component of any great UX experience is your website’s design. Looks matter when it comes to encouraging visitors to remain on your site and continue browsing.
That’s how you increase your conversion rate because if consumers like what they see and feel comfortable browsing your store, they’ll more likely decide to make a purchase. With that in mind, here are a few ways to optimize the UX design for your eCommerce store:
Create an awesome landing page for your eCommerce store
Many consumers will land on your eCommerce store via outbound links, referrals, organic search and so on. It’s of the utmost importance to create a killer landing page that will welcome them all. The design of your landing page can determine whether visitors will actually stay or bounce right off.
In other words, you have to make a great first impression. For example, write a compelling message that creates a sense of urgency. This will encourage visitors to click through to your website.
Moreover, have a clear and well-designed CTA (Call To Action) button that will help visitors continue seamlessly. A great landing page can increase your website traffic and allow you to improve your odds of converting visitors to customers greatly.
Polish website functionality
Although not part of your website’s visual aspect, functionality plays a vital role in UX. Consumers who have trouble browsing your site will leave immediately and never come back.
That’s why your website needs to work seamlessly while looking good so that consumers won’t face any interruptions and inconveniences. Here the most important factors you should keep an eye on:
- Page loading time
- User and mobile-friendliness
- Ease of access
- Security
- 404 errors and redirects
- Missing pages
- Organized and categorized product pages
- Checkout process intuitiveness
Leverage testimonials and user reviews
This is yet another aspect of your website design that affects UX. Consumers who land and decide to remain at your store will check out who you are before they decide to make purchases. The first thing they’ll look for is the “About Us” page and user reviews, as well as testimonials.
Satisfied customers will be happy to leave positive reviews, and you can always ask them for testimonials. This is also a good idea to automate some of the eCommerce processes like the user reviews.
The more customers you have, the more reviews you’ll have to put on your page, so automation can really help you out in this task. In any event, user reviews are important for your customers because 84% of online consumers trust reviews from other consumers as much as they’d trust recommendations from friends and family.
[code_snippet id=6]Take advantage of great visuals
Visuals are essential for an exceptional UX. People expect to enjoy their time spent on your website, and visuals are the key to helping them do so. However, visuals are not something you should take lightly. Use bad visuals, and your visitors are gone.
If you don’t know how to handle visuals on your website, it’s better to consult with online marketing companies that specialize in eCommerce design. If you want to make a lasting impression on your store’s visitors, here are a few things you should consider:
- Pick the right colour scheme – Colours can have a psychological effect on consumers. Different colours can have a different effect on people. For example, the colour blue makes consumers trust your brand more as this colour is associated with peace, harmony and stability.
- Use the right fonts, labelling, and buttons to maintain visual consistency throughout your eCommerce store.
- Use the same tone of voice – This is especially true for your content. Although not visual per se, the consistent tone of voice can complement your visuals by creating a unique environment and hierarchy.
- Leverage your branding – If you’ve developed a brand for your store, make sure you incorporate branding elements into your visual design. This will make your business unique, and it will stand out from the rest of the eCommerce companies.
Leverage clear product presentations
Your website visuals are relevant to product pages, but at the end of the day, consumers are there to browse your products. This is where your UX design has to truly shine. Consumers will spend most of their time on your website, browsing products.
Clear product presentations can help you win consumers over and eventually convert them. Nowadays, consumers want to understand the product before they decide to spend money on it. This is why you must meet the needs and expectations of your consumers with proper presentations. Here are some of the things you should consider when creating presentations:
- Use high-quality product images
- Don’t go overboard with details
- Highlight the most critical features
- Include a product video or a demo
- Leverage the multi-angle view of the product
- Add up-sell and cross-sell features
- Include personalization
Moreover, consumers like product descriptions, so make sure you provide them with such. The more effort you put into making your products presentable and desirable, the greater the likelihood that consumers will opt-in.
Another thing about product presentations is that they should be easy to find, so make sure you organize and categorize products well so that consumers can find what they need through a quick search at your store.
Every eCommerce store must provide an exceptional experience to their customers. The market is already highly competitive, and consumers can simply leave your site and go elsewhere if they’re not satisfied.
That’s why it’s important to emphasize creating a unique and brilliant UX design for your store that will keep customers engaged and loyal.
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