The e-commerce market is growing and evolving at a rapid pace. More and more people find online shopping to be more convenient and seamless. However, just because consumers prefer to do their shopping online, it doesn’t mean they’ll settle for anything. As you may already know, the e-commerce market is highly competitive, as well as oversaturated with numerous stores and offers.
Stores that aren’t able to cater to consumer needs, expectations or demands will soon lose their relevance and consumers will simply go somewhere else. In order to avoid that scenario, online stores must pay special attention to user experience (UX). Consumers prefer to browse through websites seamlessly. If your website isn’t performing well enough, your customers won’t hesitate to abandon it for good. With that in mind, here are a few ways how you can optimize your e-commerce pages and improve user experience.
Do some research first
Before you can optimize your pages the way you’re supposed to, you must first ensure that you understand what your customers want, to begin with. As mentioned before, improving UX depends on your ability to cater to consumer needs and those needs can easily change overnight. That’s why you must research your customers, as well as the trends they are currently following because those trends have a serious impact on consumer behavior and purchasing decisions.As an example, find out what is the slowest page loading time your customers will tolerate before they abandon the page. For the majority of consumers, they won’t wait for pages to load if it takes them more than three seconds while mobile users will start leaving if it takes more than two seconds for your pages to load. Other factors, such as product information, branding, visuals, navigation and so on are also crucial for a seamless UX.
When it comes to UX, visuals play a vital role. Did you know that it only takes 50 milliseconds for consumers to form first impressions about your website? Within that split second, consumers decide whether to remain on your website or leave altogether based mostly on visuals. That’s why visual aspects are important for both page optimization and for improving UX. As an example, you should leverage professional photography when it comes to product images. In addition, use branding elements when deciding on colors, layouts and fonts for your pages. What’s more, don’t hesitate to leverage product videos as some consumers prefer to watch than to read product descriptions. That said, 90% of consumers claim product videos are very helpful in their decision-making process.
Offer detailed product descriptions
Product information is one of the most important factors for a seamless and improved UX. Consumers want to familiarize themselves with your products and they oftentimes want to know every detail before they decide to make a purchase. Let’s take e-juice products, for instance. What consumers would want to see on a product page is a simple design with detailed information, such as a good product title, materials the product is made of, pricing, availability, dimensions or capacity, brand information and so on. In other words, consumers want to analyze the product before they decide whether to buy it or not. Therefore, provide only the information related to the product at hand and don’t bother consumers with information that’s not in any way relevant to the product page.
Clear CTA and user reviews
Regardless of how good the UX on your e-commerce pages is or how well your website is designed, oftentimes, you still have to give customers a bit of a nudge toward making a purchase. Anything too aggressive and the customers will lose interest. Instead, you have to do it subtly. That’s why customer reviews and a clear CTA (Call To Action) need to be integrated into the UX. Customer reviews serve as a word-of-mouth recommendation from consumers who had previous experience with your products, whereas a clear CTA gives customers a seamless and simple way to make a purchase. Positive reviews are a good encouragement as 84% of consumers trust these reviews as much they trust personal recommendations from either a friend or a family member. If you play it smart, you will encourage customers to make a purchasing decision without investing too much effort into it.
E-commerce stores need to jump through a lot of hoops to capture and hold customer interest. It’s no longer just about the quality of the products you offer but also about the experience you can provide to your customers. That’s why it’s important to work on improving the UX so that you can ensure customer engagement and retention.