We’re in a constantly evolving eCommerce landscape, and with eCommerce businesses and sales continuing to increase, we see more and more that eCommerce is the future. But with this eCommerce future, it’s important to ensure that your website follows and ensures best UX practices.
Creating a fantastic eCommerce UX design is essential for websites, from small e-commerce brands to global fashion businesses. UX is a vital part of the customer experience and should be considered from the very second that a customer lands on your website right up to their post-purchase landing page.
UX can make or break an eCommerce website. While a good user experience can encourage users to make a purchase, bad UX can create a high bounce rate, confuse site visitors, and lower conversion rates.
So, let’s look at how you can build good, strong UX on your eCommerce website.
Use Clear CTAs
A call to action is one of the keys to eCommerce success. They can help users navigate your website, and you can help highlight and promote products that you want your users to find. A good call to action should look clickable and stand out on its page, communicate to the user what will happen next should they click the button, and encourage your users to follow the action, such as ‘Shop Now’ or Add to Cart.’
CTAs are powerful UX tools, but if they are used too much on a website, they can be overwhelming for the user. When it comes to the UX, it’s essential to ensure that things are kept simple, and if you reduce the number of CTAs used on each page and follow quality over quantity, you can ensure that your customers are focused on your site.
Simplify Your Checkout Process
With many fashion brands, particularly women’s fashion & clothing brands, the checkout process has become simpler. Unfortunately, a laborious and clumsy checkout process can mean that users abandon their online purchases, and, with most eCommerce sites seeing between a 60-80% cart abandonment rate, this is something that they can’t afford to increase. If the checkout process takes too long, then users will leave and are unlikely to return, and this is one of the areas that so many eCommerce brands get wrong.
Fortunately, there are many ways to simplify your checkout process. One of the most popular ways is to ensure that the process is clear, so add numbered steps or stages, starting from the cart page, so that users know exactly what to expect from that stage. In addition, use short customer forms that indicate both optional and required information needed for users to checkout.
When it comes to payment methods, users like quick options such as Apple Pay so that they can pay with just a double click, rather than having to input all of their payment information; if you use BNPL vendors, such as Clearpay and Klarna, then you can expect many customers to use this instead. These payments also encourage customers to increase their average spending, so this should be considered if you’re looking to see revenue growth.
Make Your Product Value Instantly Apparent
A homepage is typically your visitor’s first impression of your website, and from this, they should be able to quickly ascertain a product’s value. For eCommerce websites, you should avoid using the homepage to display extensive content or talk at length about your brand. Instead, use this to display your best-selling products, or latest collections, with nice graphs and imagery.
Keep your content short and to the point, because if users need to read a lot or scroll through the page, your business value isn’t instantly apparent. This can also lead to a high bounce rate and low conversion rate. Instead, use this page to showcase your brand to its full potential.