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10 User Experience Strategies to Raise Conversions in Ecommerce

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UX is one of the biggest areas of relevance when it comes to ecommerce optimization. Focus on the user to enhance sales and increase revenue.

There are so many ways to optimize your ecommerce website so that it can perform to it’s maximum potential. One such way includes the optimization of the user’s experience. You can do so by employing critical UX strategies to improve the overall performance of the site. Along with enhancing the portfolio of the product range you offer, presenting them in the best light possible is also important.

10 user experience (UX) strategies to raise conversion in ecommerce stores.

Responsive Design & Philosophy

What works in 2018, is mobile first and adapting everything you see on PC to the mobile device. It’s critical to ensure that you’re covering all bases when launching a successful ecommerce platform because you don’t want to have a leaky bucket.

What responsive design essentially means is that the website is adopted to any dimension of browser, regardless of whether it’s a PC, MAC, smartphone or chrome. You need to have your website performing at peak efficiencies regardless of where your customers access your content.

Responsive design aligns well with Google’s SEO and search principles as well. If your website showcases well across various platforms and browser, Google will rank your site higher than your competition. In the ecommerce world, that could mean a boost of 20-30% in traffic.

Why responsive design works so well, is that it enhances the aesthetic appeal of the site without losing any of the flow or feel. Customers can browse through your store’s product range without having to pinch or zoom or open new pages to access deeper content.

Focus on Less not more

This is a counterintuitive measure that most ecommerce store managers don’t seem to understand. When trying to increase conversions to specific action items or store check-out pages, you need to reduce the number of steps necessary. You also need to lower the number of CTAs (Call to action) buttons on the site.

This will enhance the decision quality of the customer, who understands that the browsing experience is simple, sleek and sophisticated. Ecommerce managers get tempted to put all their sales, discounts, and new product information on the front page, which may make it too cluttered especially when viewing on mobile.

Focusing on less takes advantage of Fitt’s Law, which makes the action more desirable if the buttons are larger and there is less content on screen.

Product Search & Recommendations

If you’ve been running a successful ecommerce store, you should be seeing a gradual increase in the number of searches and search quality on your website. Customers search for all sorts of items, products, colors and brands.

That’s why you need to make sure that the product search experience isn’t broken in any way, and doesn’t showcase any broken links, content or 404 errors. You need to make sure that if the customer can’t find what they’re searching for, that the recommendations are available for them to try something different.

Recommendations are also a critical part of enhancing UX, as more store managers opt for placing them on the sidebars of the site.

Reducing the number and size of Pop-ups

Every ecommerce manager wants to optimize their website and collect as many email signups, purchases and registration as possible. They need to do so with a core strategy, and that sometimes includes pop-ups.

According to Google’s own data, ecommerce stores should reduce the size and number of popups that are shown to customers. Anything more than 25% of screen-size, on mobile especially, can be considered as obstructive or counter-productive.

This means that ecommerce stores should have 1 to 2 core popups that arise after a user has visited a number of sections or pages on your site. If you display a popup too soon, the customer may click away and that might lower your SEO rank as well.

A strategically placed popup can boost conversion, while an intrusive one can decrease your overall traffic.

Enhancing Website Speed

One of the best ways to increase conversions on your ecommerce site is to enhance its load up speed and conversion parameters. The website that loads across all geographies is the one best suited to perform in terms of conversion.

Conversion optimization heavily depends on the load up speed of the site on which you’re testing. This means that even if you have all the other aspects of UX ready, if your website takes time to load your results may not show up for months.

Using a CDN (Content Distribution network), image resizer, reducing dynamic content on screen, and ensuring that there is adequate server bandwidth will help you boost your site’s speed.

Remove barriers to UX

Many times, we fall into the trap of adding more steps to the conversion process instead of less. One such example is when customers add a product to their cart. We should do a JavaScript maneuver where the product adds on the same page, and the user gets a notification on the cart icon. Instead, what a lot of ecommerce managers do is that they transition the customer to another page to confirm the purchase.

This adds barriers to buying more items or adding more deals to their cart. This also makes things difficult when you’re trying to add multiple items to the cart simultaneously.

Another example is when store owners ask too many questions from the customer when they’re signing up. This is a classic mistake, as the onboarding process should be as sleek and simple as possible.

Offer multiple local payment options

This is one of the most important aspects of user experience optimization. If you’re in a local region like Latin America, and you need to increase your conversions on-site, you need to offer local payment methods to your customers.

You need to work with trusted payment providers like EBANX who can offer customers a wide range of payment options local to their region. In fact, without using local payment options you might be losing up to 81% of your business in Latin America.

You can read more about expanding your ecommerce internationally by downloading our free guide here!

Trust-indicators and symbols of security

It’s important to have strong indicators of trust and security on the website itself. Whether that’s a Norton seal of trust, or HTTPS (secure connection) call through, you need to display these indicators on the landing page of your website.

Your customers may not realize that you’re a secure provider of goods and products, and they may not trust you right away. This is especially true if you’re a new player in an already established niche or market.

You can allay all worries by adding symbols of trust and security front and center on your website. Customers will be more than willing to offer their card details when they know that you’re partnered with top-tiered companies that secure all user information.

That’s why store managers use Ebanx for its trusted secure payments management solutions. Everybody from AirBnb to Spotify uses Ebanx when in Latin America.

Contact information above the fold

Sometimes users want to reach out to a company via phone or email. They can do so via clicking on an icon on the top of the site or browsing through various lengths of pages to get to your phone at the bottom.

It’s a good idea to have all your information above the fold and incorporate all the necessary steps to ensure that the details are clear. Customers tend to trust websites more that have their contact information displayed clearly, so that they can call them in case they face any problem.

They’re also less likely to click close if they can call you and discuss their queries.

Upfront shipping and taxes

Many merchants believe in not displaying shipping and taxes as it might detract customers from purchasing. However, cart abandonment rates have gone through the roof these last few years because of that fact. Customers have no problem researching for the best rates and deals even if ecommerce managers are hiding them in a few layers.

Customers appreciate the fact that you show them taxes and shipping costs or display a basic shipping calculator. This also improves overall conversion rates and reduces cart abandonment. This also detracts expensive and inefficient customers that don’t return to your site in the long-term.

Conclusion

It’s important to have all your conversion optimization techniques and strategies align with a long-term goal of increasing revenue. If you’re not able to attract new customers or increase the ARPC (Average Revenue Per Customer), then your UX might need fixing.

You can design a great UX optimization program by following these ten strategies to fruition. Remember to always measure everything, especially when you’re trying to estimate the traffic growth and clicks on CTA.

It’s also important to calculate the LTV (Life time value) at this early stage, as you’re still experimenting with the long-term impact of your UX optimization activities.

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