According to a study published by Kameleoon in 2017 and relayed by the small digital, 50% of companies personalize the user experience of their visitors (an increase of 38% in one year). If you are reading this, you are surely part of those who have or will take the plunge. Here are 11 ideas to test to improve the user experience of your e-commerce site.
1. Ask your customers (but beware!)
It may seem absurd but ask the first interested. You will only have to look for ” Magento customer survey | Woocommerce | Prestashop “on Google and you will find interesting modules allowing you to do that.
You can also use online tools such as “typeform” that can be used to create very visual and pleasing questionnaires.
Warning! You must wait to have a certain number of answers and to identify trends before making decisions. If you are in the introductory phase, ask an experienced web.
2. Use a live chat module
Be a perfect seller in store. There are many free and paid solutions that are easy to implement (some lines of JavaScript in the header in general).
If a user is not convinced by your product description, he can easily contact you via the chat. You can easily give him the right information and, if necessary, reassure him. Many of these solutions offer automation of the chat module.
For example, you can trigger a message such as “Need help? A question? We are here to help you “when a user has spent more than 30 seconds on a product page.
This humanizes the purchase on the Internet and brings confidence.
3. Think about personas
You’ve probably heard of personas already. Imagine a caricatural character of your target and make a character, we call it a persona. Detail his age, give him a name, a place of life, habits, diplomas (or not), a brand of smartphone, a family life, a car, TV shows he/she never misses, etc.
This will help you to put yourself in the shoes of your target and gauge what they need to see and read to make the purchase. A married 50-year-old is not automatically sensitive to the same arguments presented to a 20-year-old student. One may prefer to use PayPal to have more guarantees in case of dispute, while the other will need a payment in 3 times without fees, etc.
Put yourself in the shoes of a potential buyer, it is essential.
4. Limit your shopping journey to the simplest
For some e-commerce sites with a range of very few products (up to 5 products), it is recommended to override the category and shop pages (depending on your cms ). Offer direct access to product pages from the menu.
Navigation will be easier and faster. By shortening your shopping journey, you will make it more efficient.
The experts of the user experience have a “customer-centric” approach, that is to say, that before asking how they will proceed to the sale of a product, they wonder about the needs of the typical customer and on its favorite features.
5. Privilege the purchase without a customer account
Have you ever heard of “friction points”? Account creation can be one.
The less your user will have to click, the more likely he will be to buy. Some users find the phase of creating an account too tedious. If your products are conducive to buying impulse, then give them the opportunity not to think too much.
A simple form with “name”, “first name”, “mailing address” and “e-mail addresses” followed by the payment can be very effective.
6. Think about reading comfort
To say that you have to be “visual” when speaking of user experience is a pleonasm, but it is the nerve of war.
Highlight the essential information, a good visual hierarchy can quickly capture the main information and makes you want to go further.
Banish the big blocks of bland texts. Play with alignment, colors, font sizes, margins, etc. In addition to making the page more readable, you will make it more enjoyable. A country road gets more emotions than a highway? Emotion makes sell, not the highway.
7. Duplicate your calls to action (sparingly)
A good part of your visitors will not go to the end of the page. As a result, do not put calls to the action only at the bottom of the page.
A good recipe? The idea is to place a call to action just after the main information, another in the heart of the info as a normal link. And the last well visible at the bottom of the page.
Hubspot, a company specializing in the field of inbound marketing, says its most clicked calls to action are links, not buttons. It is to meditate.
8. Limit the “suggested products”
For example, when you suggest products at the bottom of product sheets, do not offer too many. Two or three will suffice, otherwise, you risk more sowing doubt than to incite action.
An American study shows that the more choices you have, the sooner you will make a decision. On the Web and in particular in the field of e-commerce, when doubt settles and uncertainty prevails, the rebound rate climbs.
You can also highlight one of your products (change the border color of the image for example) to encourage even faster action.
Do not hesitate to equip yourself with good merchandising tools to help you manage your product recommendations.
9. Offer the opportunity to share the basket
This is very relevant if your targets are teenagers or if you are in the BtoB, why? Because your visitor is not necessarily the decision maker or the buyer.
Offer the possibility to share (mail, social networks, etc.) or even to print the basket.
10. Give good news by SMS
Compared to emails, SMS is more expensive but more effective. Send an SMS to warn of the date of delivery of the order, offer a voucher to SMS on the anniversary date of the customer, etc.
This will contribute to the user experience outside of online interactions.
11. Do not be afraid of emptiness
Empty space is your ally for structuring your content. Leave space, this makes the content less aggressive and more enjoyable to read.
Whether blog posts, category pages or a product description, do not be afraid of emptiness.
Conclusion
Short shopping path, information prioritization, empty space usage, human messaging and call to action are all part of the recipe for a better user experience on your e-commerce site.
As you can see, the user experience is not limited to the color of a button.
At Elitech Systems. We provide end to end eCommerce solutions to small, medium and large scale businesses & enterprise. Over the years, our solutions have given a boost to the profit-making ability of many eCommerce businesses across the world. Our very talented eCommerce developers make the best use of diverse eCommerce systems in delivering innovative, result oriented and responsive e-commerce solutions.
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