Why User Experience is Important for Your eCommerce Business and Some Tips to Improve it in 2018Neeti Kotia
By some estimates, every 1 out of 10 websites on the internet is an eCommerce site- putting its number in millions. And even if we take into account the top 1 million eCommerce websites, the top 50% sweep away 97% of the revenues. Now if you have a digital store to run, this should make two things very clear to you: 1. With so many eCommerce platforms out there, it is almost certain that whatever you are selling, there is someone else doing it as well; 2. eCommerce is a winner takes all industry and unless you are among the top, you are a failure.
Our apologies if that seemed a bit demotivating but we have a different point to make. If most of those eCommerce sites sell more or less the same products, how come a few succeed over the others? That where user experience comes into the picture. While having a wide catalog and competitive pricing are the basics, it is not the products themselves that deliver success but how consumers feel while purchasing it, is what makes the difference. That is, if you want your eCommerce business to be successful, the user experience is where you need to excel and here is how you do it:
Remember this- the easier customers find your website to use, the more they will engage. Finding a product description is as important as looking at the way it is displayed on screen. Proper indentation, spacing, font style, font size, colors and figures with labels – all adds up to the overall aesthetics of the content. And while businesses agree that their store should be easy to use, the problem arises when it starts to conflict with the interface or aesthetic beauty, as some call it.
The solution is simple- if you have a layout that looks very good but isn’t simple to use, don’t deploy it. The best example is Amazon.com. They have all the expertise and resources to create the most beautiful site on the internet but yet choose to be more efficient. Keep all your products in neat categories, provide images with a description, provide links on images, allow express sign-in, are just a few of the small details that can make or break the mood of your potential customers.
But how do you test the usability? The general rule of thumb is to look for friction, i.e clicks. You should aim to minimize the number of clicks that a user has to do to make the purchase.
While it is tough to quantify for those customers who are just browsing, it is the single most important factor for regular customers- they should be able to make the purchase without having to use their mind even once. If it takes more than 4-5 clicks from the product page to the final invoice, you need to cut down the complexity.
Feature-rich shopping cart
People are generally confused while shopping and having a shopping cart that can’t handle even the simplest of tasks like changing quantity or size, is simply off-putting and generally results in cart abandonment. That is if you want your traffic to convert, get any seasoned eCommerce development service capable of building a sophisticated shopping cart for your store.
Most of the internet traffic comes today from mobile devices but the majority of the businesses still rely on payment methods designed for desktops. After all, it is okay to enter credit card details on a full-size keyboard but on a 5-inch screen when on the move? Not really. This is something eCommerce developers must take into account- responsive design can take you only so far. after that, it is only a mobile-first strategy that can deliver a superior experience.
As an eCommerce store, you must provide the widest possible options in terms of payment. The aim should be to not force customers to use any payment mode they haven’t used before- because people generally aren’t comfortable sharing financial details!