The experience of the users in an online store is one of the main factors influencing their decision to abandon the cart or not. An eCommerce with difficult navigation, usability errors, lack of information or little credibility will, in all likelihood, be bound to fail.
If you want to improve your business results it is recommended that you take care of the customer experience of your online store. In this article we explain how to facilitate the purchase process through design, forms, calls to action and loading speed, among other things.
Keys to improving the user experience in your eCommerce store
You want your online store to work well, then it is not enough to have a nice design and good products for sale. Your customers have to trust you and have it easy to find the products and the path to the box.
1. Safety first
Online stores use sensitive information from their customers, such as the phone, personal address and credit card number. Most users refuse to make their purchases in electronic commerce that does not convey trust. The SSL security certificate protects, through data encryption, the personal information handled by the store.
If you do not already have it, the first thing you should do to improve the customer experience of your online store is to implement your SSL security certificate.
2. Loading speed
Internet users are very impatient when they browse the Internet. On average, they only wait two or three (2-3) seconds for a page to be fully loaded. Unfortunately, electronic stores often contain a lot of information that can make loading speed difficult.
It is important that you always optimize the images as well as videos of your online store so that they do not weigh too much. In addition, you can improve speed by hiring a server that offers dedicated hosting and sufficient bandwidth.
3. Simple payment process
The payment process (transaction) is usually one of the most tedious moments of the purchase. They are among those that most influence negative customer experience. In fact, the highest bounce rate occurs in this critical step.
To reduce the abandonment of carts, the payment process should be facilitated to the maximum. Some of the strategies you can use are: reduce the number of steps asking for the essential data, create self- saved registration forms, use help texts in the form fields, as well as offer different payment and shipping methods
4. Navigability on all devices
An online store full of distracting elements and huge texts of bright colors does not help at all in the customer experience. Bet on a simple design, with blank spaces and where the important elements stand out above the rest.
On the other hand, keep in mind that purchases made from mobile phones grow by leaps and bounds. You should not wait to adapt your eCommerce for use on smartphones and tablets. The usability of an online store is not just to have a responsive design. The most advisable is to have your own app.
5. Full product descriptions
Buying in an online store has some disadvantages, that the only way to know the characteristics of a product is through the descriptions. Thus, a very important part of the user experience in an eCommerce is to have full descriptions and photos with zoom from different angles.
Don’t settle for copying your provider’s texts, they may not be explanatory enough. In addition, you run the risk of Google penalizing you for considering that you have duplicate content.
The most advisable and acceptable is to write original & unique descriptions and with great detail. The product sheets must contain persuasive and relevant information: explain what benefits your client will have with that product and specify the materials, dimensions, usage tips, etc.
6. Clear calls to action
Calls to action or CTA (call to action) should be placed in clearly visible places and framed by a button. In addition, the explanatory text should clarify where the user will go when he clicks. In this way guides the consumer/customer through the purchase process without confusion.
It is convenient that the steps taken by your client are few and clear. In addition, the user experience in your eCommerce will be even better if you can go back and move on the path to the cashier without starting the payment process from scratch. In your online store, customers should be able to make changes or queries without complications.
Taking care of all these aspects related to usability and user experience, your online store will be much simpler and clearer for your customers. If you want to improve your results, you should get to work to improve with eCommerce.
Digvijay Rajdaan is Marketing Manager at Design By Lavassa and has served as the Head of Conversion Marketing at Planet Web Solution. He’s an expert in inbound marketing and lead generation.