By Shavin Peiries
E-commerce has emerged as one of the most successful sales channels in the market today. Anyone from anywhere in the world can buy from an online store, regardless of the day or time. For this reason, all electronic stores have the responsibility to provide the best possible service, and this is achieved by optimizing the purchasing experience.
E-commerce has changed the way we shop: the users look for the best options to buy online, that is to say, a site that gives them security and confidence. They could also compare your product or service offering with that of your competitors and choose them if they thought it was better. Because of these reasons, it is necessary to work towards differentiating ourselves from the competition so that the rate at which people leave the store (without getting what they want) reduces significantly.
Listed below, we share some ways that will help the online user to have a better experience when buying your products. Incorporate these in your e-commerce store and you will notice a big uptick in sales!
1. Improve Search Results
Did you know that more than 30% of users use the search bar tool? These buyers also have to be highly motivated to buy because they know exactly what they are looking for. So why don’t you give them an easier way by improving your search bar feature?
Position your Search Bar
Place your search bar in an important place (for example, in the header of the website) and in each section of your website. This will create consistency and make it easier for buyers to access your product catalog. Check how Amazon has strategically placed its search bar in the central part of its website that tends to attract visitors.
The next thing is to think about what buyers can enter in the search bar to locate the products they want. This is where your list of keywords comes into play. When filtering your search conditions make sure it considers spelling errors in the names of your products as buyers tend to browse from their mobile devices such as cell phones and tablets and are prone to make mistakes. If the user types in more than one word your keyword list should help filter out the right products!
The most important thing you have to take note of is to provide accuracy in the search results. Do not divert your users towards products they do not want to buy. Make your purchase process easy by presenting good search results.
2. Improve your Images and the Description of your Products
E-commerce or electronic commerce offers many advantages over the traditional brick and mortar experience; however, it has a disadvantage, and that is that it does not allow buyers to have the desired product in their hands before buying it. Customers want to see, touch and why not? smell. While experts work on this type of technology, let’s see how merchants can create an experience in this regard.
Have you ever heard the phrase “A picture is worth a thousand words”? Images captivate more than words. When a product is sold online, a way to present it is by capturing the details of the product by using photography. Displays large images along with several alternative images or images with a close-up of the product details (especially if it is an electronic product). Add videos that have a 360-degree view of the product if possible.
Do you sell clothes? Show them how they look when you move; add a guide of sizes, weight, colors and any other specification you need to describe the product.
3. Simplify the Purchase Process
Here are some of the most common reasons why the shopping cart is abandoned:
- Buyers find unexpected prices
- The navigation on the website is very complicated
- The webpage hangs
- The process takes a long time
- Concern for payment security
- End of the session on a web page
- Presentation of price in a foreign currency
There is no way to avoid the abandonment of purchase, but there are ways to reduce this friction in the purchase process:
- Remove unnecessary fields in the purchasing process
- In the subscription forms, request information that you really need. Do you need the gender and the date of birth?
- Optimize the website for purchases from mobile devices with larger sources, larger income fields and a clearer call to action.
- Give feedback to the client; let him know what will happen when they click on something in on the page. You can always use the loading spinner where necessary so that the user knows something is about to happen rather than assuming that the page is stuck.
Photos, banners, calls to action (CTA) should always have links that take us to the product shown. Use area maps to link to specific products each time you show more than one photo or show them together. Do not let your visitors get frustrated; let them find what they are looking for.
Comments and reviews of Users
Pay attention to comments, reviews or emails from your users. If they do not find what they want or want more information about a product, they will probably let you know. Having a chat system like Olark.com will allow you to contact them quickly. Live chat is beneficial when a customer is about to buy but may have some doubts about the purchase. Some can also contact you through social networks like Twitter, so make sure you read what they write and answer them. Improve the usability of the purchase process, directly, reduce the abandonment rate of the shopping cart and increase the conversions made.
5. Optimize the Mobile Version of your Store
Responsive design, responsive email, and responsive electronic commerce. There are statistics that imply that mobile devices are the future and we are not going to discuss that. If your website is not ready for mobile devices, what are you waiting for? Think about how your customers browse and, as a merchant, they need to be able to respond to the needs of your customers and adapt your e-commerce website according to their browsing behavior.
Bulletins are one of the biggest sources of traffic in electronic commerce. How do users read their emails? Easy answer, either on their cell phones while they are on the move, or in a meeting (we do not support this behavior, but, let’s be honest, that happens). So what would happen if a user reviews a product that he would love to buy, but cannot access the page on their mobile devices? Most likely, he would leave your website. In this sense, we give you some ways to overcome this:
- Choose relevant information that you want to show the user
- Hide what has no importance (check the header, footer and look for information in which users do not click)
- Optimize images for mobile devices to improve the load time of your website. Websites take longer to load since they might be connected to mobile networks.
- Create larger fonts and increase the input size and button size. Since there’s a smaller real estate on the screen in comparison to the desktop, it is essential to make it easy for the users to click on relevant items on the screen.
In conclusion, the optimization of an e-commerce website, especially when it comes to user experience, requires a lot of proof and understanding of how users interact with the website. Go out and ask your coworkers, friends, your family, and even strangers how they would interact with these new functions. Remember to ask different types of users, such as technical users, average users, even your parents and grandparents, some tips to make your website more friendly.
If you want more solid feedback about your website’s usability, read about here.