Poor user experience is a no-no for any web pages, especially e-commerce sites that can cash in hundred of thousands of dollars per day. The different between a great e-commerce site and a mediocre one is not limited in their product quality, marketing effort, customer service but also in web experience.
Any e-commerce site can hone their products and marketing effort to a maximum but would still fail to convert if their websites discourage the customers from buying. For an online business, that would mean disaster compared to their brick-and-mortar counterparts.
To combat low conversion rate, one must partly or completely re-design their website to implement various usability features that can deliver a smooth experience for the users.
Not sure if your site is having user experience problem? Please take a look at some examples of usability mistakes that can break your e-commerce success.
1.Poor Product Information
Products description is what customers would read the most when they are trying to buy something from your website. If you leave the visitors with something to desire after reading your short, undetailed product page, they are very likely to go to the next vendors.
Here are some tips to make your product page looks appealing to your customers with words:
Use several short, easy-to-read paragraph to describe the products. Write with the user in mind.
- Include key features that highlight the product. Tell them how your product is different.
- Include material, measurements even if it doesn’t seem necessary. Serious buyers need a ton of details to make their decision, don’t disappoint them.
- Using high-quality pictures in various angles.
- Be relevant. Don’t stuff useless sentence in the description that no one wants to read.
- Use a review or testimonials section. This give the viewers a chance to see what other people think, let them engage in a conversation and prevent them from bouncing off your page.
2. Slow Page Speed
As our previous article about page speed, any drop in performance, significant or not can lose you a considerable number of sales. A study dates back to 2008 already pointed out that “a 1-second delay in page load time equals 11% fewer page views, a 16% decrease in customers satisfaction, and 7% loss in conversions.” Furthermore, user expectations of better usability including faster page speed are continually rising. Users that likely to stick around on a sluggish site have to be highly motivated, and even that does not guarantee a sale.
3. Poor Customer Service Pages
When considering a purchase, eager buyers won’t just look at what you have in store but also what come after the sale – customer services. For example, one would look at your return policy, delivery and payment options, FAQ and any other information such as a phone number, email address for credibility. Reliability is vital for any online business, and building trust at an early stage is beneficial.
Take a look at JackJones website’s help centre. They did an incredible job by including a search form, FAQ and all different sections that people would ask such as Orders, Payment, Delivery and Returns, etc.
4. Site functionalities
For an e-commerce site, the usability of the site functions should be treated the same as a real store or supermarket. From products browsing to check-out, the experience should be effortless and be engaging for the visitor. According to DigitalFlask, there are many functions that site often forgot to optimise for great user experience: Call–to-Action, Button Feedback, Search bar, Error handling and Checking out.
For example, customers should know if the product they just added is actually in the shopping cart.
First-time visitors should have the option to purchase the product without registering an account or even subscribing to the newsletter.
Implementing user experience in your website design will improve your customer’s satisfaction and boost your conversion rate.