There are many ways to enhance eCommerce UX (user experience), and this blog will outline twelve of them. However, whilst companies understand the benefits of improving their eCommerce sites only too well, some may lack a grasp of how to best go about achieving improvements, or at least how to establish priorities. UX refinement should ideally be backed by data, rather than opinion or subjective assessment of site design in order to begin improvements. Crowdtesting user experience can provide the necessary data to improve eCommerce UX by prioritising the issues. It is a form of crowdsourcing.
Signs that eCommerce UX Improvements are Needed
There are several key signs that indicate when something can and should be improved. These include:
- The percentage of abandoned carts with incomplete transactions
- Low conversion rates compared to market benchmarks
- The site’s bounce rate
- The level and nature of customer service requests
UNGUESS crowdsources input from large numbers of real site users to improve the design and development process of digital products and the eCommerce sites to buy them from. Each client company is then able to make informed strategic decisions based on data. In-house teams could be too familiar with the user experience to spot potentially common problems, which strengthens the rationale for crowdtesting UX.
Steps to Take
With knowledge and experience gained from over 5,000 successful test campaigns, UNGUESS has identified five steps to identify where UX improvements can be made. In summary, they are:
- Look wider than just the eCommerce site itself. Each user’s customer journey to the site can take various routes and includes social media advertising, a landing page or a blog. What each of them says will give users a pre-conception of what to expect and form in their minds the experience they hope for. Messaging should be consistent with what people will actually find on the site
- Copy testing should be used to determine what the most effective content ought to be saying.
- Many retailers focus on ensuring swift and smooth purchasing, though new users may find “user registration” procedures to be too complex and detailed for their liking, and can start to feel insecure if too much seemingly irrelevant information is asked for.
- Sites should load fast in all geographical areas. Translations should be accurate, and of course it should be easy for users to find what they are looking for easily and swiftly.
- Sites should be checked across a range of popular browsers for friction-free transaction completions, and across a variety of devices. Access to an on-demand network for crowdtesting UX comes in to its own. Cross-border eCommerce sites also have to comply with regulations in a number of countries on issues including data security, cookie banners and user privacy.
Rapid testing across browsers and devices through global networks of crowdtesters provided by service providers such as UNGUESS can harness collective intelligence to check these criteria at scale, and most times more comprehensively and at a faster pace than checking customer feedback.
12 Ways to Improve eCommerce UX
Without data generated by a crowdtesting provider, eCommerce sites can still use this checklist of twelve ways to improve their user experience, though without necessarily knowing where to start or what to prioritise.
1. Streamlined Navigation and Search
Ensure the site has a clean, well-organized menu structure. Categories and subcategories should be clearly labelled and easy to find. Implement breadcrumb navigation to help users understand their location within the site.
Provide a prominent and efficient search bar with autocomplete and predictive text features. Include filters and sorting options to help users refine search results based on various criteria such as price, rating, and brand.
2. Mobile Optimisation
Ensure the website is fully responsive, providing an optimal viewing experience across all devices, including smartphones and tablets. Also, simplify navigation and interactions for touchscreens, such as using larger buttons and touch-friendly elements. Crowdtesting UX can deliver results from anywhere in the world.
Implement mobile-specific features like one-click checkout, mobile wallets (e.g., Apple Pay, Google Pay), and fingerprint authentication.
3. Fast Loading Times
Optimise images, use content delivery networks (CDNs), and implement efficient coding practices to reduce page load times.
Consider lazy loading for images and videos to improve initial load speed.
4. High-Quality Visuals and Detailed Product Descriptions
Use high-resolution images with zoom functionality, multiple angles, and 360-degree views. Include videos or GIFs to showcase products in use.
Provide detailed product descriptions, including key features, specifications, dimensions, and materials. Use bullet points for easy scanning and include customer reviews and ratings for social proof.
5. Personalisation
Implement personalised product recommendations based on browsing history, past purchases, and user preferences. Allow users to create accounts where they can save preferences, view order history, and create wishlists.
Use personalised email marketing to send tailored offers and product suggestions.
6. Seamless Checkout Process
Minimise the number of steps required to complete a purchase. Use a progress indicator to show how many steps remain. Remember to offer guest checkout options for users who do not want to create an account, and provide a variety of payment methods including credit/debit cards, PayPal, digital wallets, and buy now, pay later (BNPL) options.
7. Clear and Transparent Policies
Clearly display shipping costs, delivery times, and options on product pages and during checkout. Offer free shipping for larger orders with clear thresholds for free shipping eligibility.
Make return and refund policies easy to find and understand. Offer hassle-free returns to build trust with customers.
8. Customer Support
Provide multiple support channels, such as live chat, email, and phone support.
Implement well-trained chatbots for instant responses to common queries and 24/7 support. Poor performing chatbots that fail to understand or respond to even the most simple of requests definitely harm the user experience.
Create a comprehensive FAQ section and help centre to address common questions and issues.
9. Collect and Manage User Reviews and Social Proof
Encourage customers to leave reviews and ratings for products. Display these prominently on product pages. Similarly, use user-generated content (UGC) such as photos and videos from real customers to build authenticity and trust.
Display trust badges, security certifications, and industry awards to reassure customers about the safety and reliability of the site.
10. Continuous Testing and Optimisation
Regularly perform A/B testing on various elements of the website, such as headlines, call-to-action buttons, and layout, to identify what works best and thus improve the eCommerce UX.
Use analytics tools to track user behaviour and identify areas for improvement. At the same time, collect feedback from customers through surveys, reviews, and usability testing to understand their needs and pain points. Continuously iterate and improve the website based on user feedback and data-driven insights. Or engage a crowdtesting service provider.
11. Page Load Times
Page load times significantly impact user experience and conversion rates. Use image compression, caching, and asynchronous loading for scripts. Employ a content delivery network (CDN) to ensure fast load times globally. Slow loading pages can frustrate users and lead to higher bounce rates.
12. Effective Communication with Visitors
Ensure all communication on the website is clear and effective. This includes product descriptions, customer service information, and promotional messages.
Be consistent when engaging with customers through multiple channels like email, social media, and messaging apps (e.g., WhatsApp) to provide updates and support.
Key Takeaways
Improving eCommerce UX involves a comprehensive approach that encompasses website performance, detailed and personalised content, a seamless checkout process, and robust customer support.
By focusing on these areas and continuously adapting to user feedback and technological advancements, eCommerce businesses can create a more enjoyable and efficient shopping experience that drives customer satisfaction, loyalty, and sales.
Investing in eCommerce UX, perhaps through a crowdtesting service provider for accelerated results, is more than just about visual design. It is about optimising the entire customer journey and experience.
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