For an e-commerce site, the conversion rate is a parameter to consider. Because being able to attract visitors to your merchant site is a first necessity, but the absence of conversion will not allow you to develop your business.
So, to deliver the best possible user experience, the e-commerce user experience comes into play with the goal of optimizing the conversion rate in a path geared towards an optimal visitor experience.
It is this experience that will be the trigger for sales and develop a positive image of the ecommerce site. The UX must be taken into account by the design and creation of the e-commerce sitebut it is also possible to optimize a site after it is online.
Give your users confidence with an optimized user experience for ecommerce
When a customer visits a physical store, they focus on small details that will give them a feeling of confidence. If unfortunately this feeling of security is not present, the prospect may simply feel uncomfortable and the sale will fail.
This observation remains scrupulously identical on an e-commerce site. If you do not refine the various details of the merchant’s site, you are unable to create an atmosphere of trust and he will only have to continue his research on a competing site.
It is often a visitor who will not return when you could have avoided this situation by playing on the details. For this it is essential that the e-commerce UX is designed to develop clear pages, without any possible confusion. Ergonomics must be placed at the center of your concerns, allowing you to develop a relationship of trust.
Not only will you have to follow web standards, but also develop technological features to meet the needs of visitors. There is no need to reinvent the wheel, it will be enough to inspire you with what is currently being done.
This requires an up-to-date ecommerce user experience and the guidance of a professional so that it gives you an objective view.
For example, contact information must be visible to facilitate interaction. This transparency makes it possible to reassure the consumer and to provide answers on very different and varied topics. But don’t forget to also incorporate helpful and responsive customer service by offering contact possibilities through social networks.
Some tips for building trust.
Not only do you have to take care of the UX of e-commerce, but also do it through the means of payment. Directly use trust symbols such as “3D-secure” and “verified by visa”. If you authorize payment with PayPal, please do not hesitate to indicate it.
Social experience is a must in online sales today, so use a feedback form. It will allow you to highlight positive opinions and once again it is an indicator of trust for the users of your merchant site.
Offer credibility through the e-commerce user experience
During the buying process, the credibility of your e-commerce site must be irreproachable. Building trust is one thing, but you also need to make commitments to build customer loyalty.
Your brand image must therefore be developed in this direction through a true visual identity. The choice of shapes and colors will directly influence the customer who will more easily choose one product or another.
If the experience offered is not satisfactory, not only will you lose a customer, but it will give you negative publicity. If not, he will recommend your brand and become a loyal ambassador for your business.
It is therefore essential to use the UX of e-commerce to develop content and a graphic charter in line with one’s values. It is not just about working on the images, but also on the texts, on your logo and on the various articles you publish.
Be concise and clear
If you have a well developed commercial site, but unfortunately with a cluttered user interface, this will directly affect your conversion rate. As explained above, trust remains essential, but so does the visibility of information.
The user should understand in seconds what types of services and products you are selling. Why should a visitor trust you and buy your products? There is no need to opt for a long text that highlights the merits of your company. You need to be clear in your field with punchy imagery and the use of bullet points.
Throughout the merchant site, you need to offer your customers a consistent and successful design. If unfortunately your site is not finished or if you use different colors and visual elements, this will automatically lead to a distraction for visitors. Unfortunately, this phenomenon won’t do you any good, because distractions hurt your conversion rate.
Navigation at the heart of your priorities
The design of e-commerce sites must comply with internet and mobile standards
But, beyond the previous recommendations, this time we get into a more technical part.
Of course, you can get help from specific developers who will have no problem distributing certain features. How to use horizontal filters, because this is the norm right now.
In fact, horizontal filters offer many advantages:
- They offer some flexibility by integrating different options via drop-down menus.
- No display problems when browsing on a tablet or mobile phone.
- Benefit from full-page use.
- Accessibility remains permanent, even when the user scrolls. This distinction undeniably provides a more enjoyable browsing experience.
Furthermore, every technical element must be optimized, i.e. the use of images, menus, categories and of course the loading time.
Another technical element to consider is the implementation of the CTAs. In fact, you want your visitor to take a very specific action. But to do this, the incentive must be clear and reassuring. This is why you need to be reassuring by offering attractive and understandable CTAs in the form of a button.
Finally, don’t abuse popups, as these are elements that make browsing unpleasant. If you use them, limit their number by curating the UX of e-commerce to make them attractive and simple.
Some tips on the conversion rate
Developing an e-commerce site allows you to make your brand known and develop your online presence. However, you must not lose sight of your main goal, which will be to sell.
With that in mind, rely on simplified forms like checkout or login. Once the visitor has conquered your e-commerce site, you can maximize conversions by using simplified forms to avoid creating confusion.
Don’t dwell on trivial information, just ask for an e-mail and a pseudonym. If other information is to be used, the visitor will have the option to complete it later.
Keep in mind that you have a smooth conversion tunnel whether on your tablet, mobile phone or computer. By choosing a simplified conversion process, you maximize your chances of retaining the Internet user.
Don’t hesitate to multiply user tests
You have developed the e-commerce UX of your merchant site, but keep in mind that some elements that appear obvious to you will not necessarily be obvious to the user.
Rather than relying on your first intuition, user tests are used to record various parameters and in particular to monitor the conversion rate. This is an absolutely essential step to avoid wasting time and money.
The advantages are then many, because you can orient yourself towards the formula guaranteeing the best conversion rate.
There is in fact no miracle solution and you have to work on all elements of your merchant site to optimize the conversion rate. It is a set of parameters on which you must imperatively act, keeping in mind to offer the best customer experience, managing to convince your visitors.
Our advice to optimize the UX of e-commerce
Today, UX ecommerce is an essential concept in online sales. It’s a way to stand out from the competition and attract potential customers.
But beware, to deliver the most pleasant user experience, you need to develop your brand image and take care of each element to leave the best possible impression. It is therefore essential to entrust this mission to a freelance e-commerce developer who will advise you
Thanks to his experience, you will benefit from a merchant site that will meet the expected success and even beyond.