Over the years, the eCommerce industry has shown promising growth. Especially with the rise of the pandemic, many brands have realized its true potential.
Two main factors that determine the success of an eCommerce brand are its customer acquisition and customer retention rates. And guess what? The UX of your website can make or break both these factors.
This is why best-in-class user experience is no longer an option; it is a necessity!
Thousands of options and lowered attention spans have brewed intolerance for any annoying UX factors amongst consumers. And if you lack UX, you’re gonna stay way behind your competitors.
So, it’s your time to shine. Learn what the most successful eCommerce brands are doing to maximize their user experience. Implement these, and watch your sales skyrocket!
11 UX traits of the most successful eCommerce Brands
“If you do build a great experience, customers tell each other about that. Word of mouth is very powerful.
– Jeff Bezos.
1. Intuitive Navigation
How often have you wanted to find different categories of a product or filter the products a certain way, but you got frustrated because these options weren’t easy to find?
Navigation is a crucial part of any eCommerce web design. At each step along the way, the user should know exactly how to land upon where they want.
A good and intuitive navigation on an eCommerce website would include ease in factors like:
- Where the menu is
- How to navigate to different pages
- Easy search and filter options
- Choosing different options for products like colors and size
- Easy contact options
- Simple wishlist and add to cart options
- How to scroll through different categories
- Have a responsive design
2. High-Quality Photos and Demo Videos
Good quality HD photos and demo videos have the potential to change your customers’ buying decisions completely.
Studies have revealed that 33% of users prefer to see multiple photos, and 60% prefer a 360-degree vision of products before buying them!
Adding HD product images from all angles and adding HD videos to demonstrate the specs and usage of your product will make a huge difference. Adding such visual elements to your product pages will instantly build trust with your customers.
3. Web Accessibility Compliance
Did you know that 1 in every 5 people in the US is disabled in some way?
It is unfortunate to see many emerging brands failing to acknowledge this and making their ecommerce store accessible (Americans with Disability Act) compliant.
Numerous eCommerce brands have faced multiple web accessibility lawsuits slapped on them because of ADA non-compliance. This has led to substantial revenue losses and a high proportion of dissatisfied customers.
Hence eCommerce companies need to invest in web accessibility as a part of their marketing strategy.
But there certainly are many challenges that you would face – manually auditing and fixing accessibility for numerous product pages, keeping up with the ever-changing Web Content Accessibility Guidelines (WCAG), and finding web accessibility specialists!
One very affordable accessibility solution offered by Small Business Trends is accessiBe, an AI-powered automated web accessibility software.
The reviews of AccessiBe have been great, and many eCommerce brands have adopted it. You add one piece of code to your website, and it takes care of everything.
You don’t have to worry about any unexpected web accessibility lawsuits being filed against you. One small investment can get you far along.
4. Augmented and Virtual Reality
We hesitate to buy things online because we don’t get to know the touch and feel of the products. This is probably one of the most annoying shortcomings of buying online.
But thanks to technology, you can give an almost real experience to your users.
By adding options such as augmented reality or virtual reality, the hesitation on your users’ minds is instantly removed. This is the best kind of user experience that you can offer.
The IKEA Place app is a great example. It lets users preview how furniture would look around them in real environments.
5. User-Generated Content
User-generated content is another brilliant solution to take your UX up a notch. Adding user-generated content to your website is also going to boost your customer retention rates.
For example, Cluse, a highly successful watch brand, features user-generated pictures on their home page.
Users that put up their product pictures along with the hashtag #Cluse have the chance to get featured on their homepage. This has attracted a lot of attention to their brand and users are happy too – it’s a win-win.
Payments are the most important part of any eCommerce funnel.
Your users have liked your product and reached this point. And imagine things such as not disclosing shipping costs upfront, adding hidden charges, security issues in payment pages, or slow loading pages changing your users’ buying decision!
Here are a few things you should do:
- Disclose any taxes, duties, shipping costs, or any other kind of extra charges upfront. Studies show 40% of consumers abandon their carts due to this reason. When your users see the difference in prices on the product and checkout pages, their trust gets lowered instantly.
- Do not save any payment details of your users without asking for their permission.
Consider offering free shipping. In fact, 55% of people abandon their carts because of shipping costs.
- Build trust with your customers at each and every part of your payment process. Make the process as transparent as possible.
Use reliable payment gateways. And make sure that your checkout and payment pages are fast-loading. Users can get easily frustrated because of a slower payment process.
Avoid forced sign-ups. Offer guest checkout options as well.
Provide a guaranteed or at least an estimated delivery date. 60% of shoppers expect you to provide that.
7. Minimalistic and Clutter-Free Design
Cluttered web pages full of annoying colors and hundreds of unnecessary pop-ups – you know how upsetting they are!
Minimalistic and clutter-free designs always make your brand look elegant and elite. Just this one thing can change your eCommerce game forever.
- Opt for soothing colors that are pleasant on the eyes.
- Remove unnecessary information and pop-ups on all your pages.
- Make sure your lead generation opt-ins do not look intrusive.
- Focus on only one CTA per page.
- Remove anything that looks spammy.
- Keep all your product pages minimalistic and make sure that the content is easily skimmable.
8. Accurate and Comprehensive Product Descriptions
Lack of necessary product descriptions, or even worse, finding inaccurate descriptions will drive your customers far away, never to come back.
Hence, include all the necessary details. Ensure that you use a visual hierarchy for displaying product details.
List down the most significant bits right at the top and provide options to view other details in the lower half of the page.
Shipping details, delivery dates, product features, size/color variants, dimensions – ensure everything is listed out in an easy-to-read and unambiguous manner.
Users shouldn’t have to go through a lot of hassle to get the information that they need.
9. Add Social Proof
As rightly pointed out by Dr. Robert Cialdini in his books, social proof works like magic to change the buyers’ minds.
Did you know that 70% of global consumers trust online reviews? And that is why adding social proof is super-important for your eCommerce brand’s growth.
Social proof can be in many forms:
- Provide options for reviews and ratings for each of your products. And make sure that these ratings and reviews are easily readable and accessible by your customers.
- Rope in influencers to market your products and add their pictures and reviews to your home page and/or product pages.
- Acknowledge any negative reviews or dissatisfied customers. This will show your customers that you genuinely care about them and that you’re taking responsibility for your products even after the purchase. This is going to boost your customer retention rates as well.
10. Provide Seamless Experience through Various Touchpoints
Any user’s journey through an eCommerce platform consists of various touchpoints – discovery, product search, product page, cart, checkout, and confirmation.
Any eCommerce brand with good user experience will ensure that the users’ journeys through each of these touchpoints are as smooth and seamless as possible.
Every element on your website contributes towards this. You have to ensure that each of these stages are accessible, responsive, and error-free.
The transition between these is also equally important.
For example, after the discovery stage, if the user finds that your search or filter options are not satisfactory, the user will immediately leave your site. Or if after adding the product to the cart, the checkout page is slow-loading, the user is going to reconsider their buying decision.
Research shows that 80% of users are more likely to purchase from eCommerce brands that offer personalized experiences.
Personalization for your eCommerce store may include personalized suggestions on the home page, shipping details, delivery dates, recently viewed items, relevant suggestions, category suggestions based on user behaviour etc.
But with the amount of data coming in, how do you offer premium personalization to make each of your users feel special?
An AI-driven automated content generation and personalization platform for Ecommerce stores, Dialogue comes to your rescue.
Dialogue creates perfectly targeted dynamic widgets and product recommendations based on user behavior. This enables a powerful and more relevant shopping experience for your customers that is more likely to result in a sale.
You will see an increase in conversion rate, engagement, and total buy-rate.
Moreover, Dialogue improves its messaging based on results and it also seamlessly integrates with your store’s existing experience and design.
The best part is that it’s a completely automated solution so you don’t have to worry about its maintenance. You get a one-month free trial too. So try Dialogue for yourself and opt for it only if you see the results.
Customer is definitely the king when it comes to eCommerce. No matter how unique, innovative, affordable, or good quality your product is, your eCommerce store is not going to do well unless you understand the importance of good UX.
Good user experience is what makes the most successful and elite eCommerce brands stand out. And you can, too, if you make it a priority.
Let us know if you have any more tips to add or have any experiences on how good UX changed your eCommerce brand’s reputation and sales!