So you have the best prices, the fastest shipping times, and the nicest customer support? It won’t matter if potential customers have trouble navigating your website or app.
Ecommerce is incredibly competitive in today’s increasingly digital world. It’s easy for customers to switch to another store to buy the same product, and platforms like WooCommerce and Shopify are lowering the barrier to entry for ecommerce enthusiasts. If you want set your store apart, retain customers, and grow fast, you must ensure its design is user-friendly.
Boosting your e-commerce site’s usability means enabling customers to complete their objectives without any fuss. Today, I’ll share three quick, proven tips that will make it a breeze to use your online store.
Make your Call to Actions stand out
Fiftythree.com does a great job with their landing page’s “Buy Now” call to action.
Whether it’s the “Buy” or “Add to Cart” button on a product page, or the search bar on the homepage, each of these call to actions (CTA) are what draw your customers into taking action.
Understanding the priority of a call to action, and then ensuring it stands out increases conversion rates and improves usability – as users quickly understand what they’re supposed to do next.
Think about the following elements when designing your CTA:
- Size: high-priority CTAs should generally be larger
- Copy: what’s written inside the CTA. Instead of a boring “Sign up”, use something like “Get started – shipping is free”.
- Color: depending again on its priority, CTAs should stand out from the rest of your page without looking jarring. Experiment with different colors! Read up on color theory.
- Position: place CTAs close to where people expect them to be e.g. “Add to Cart” CTA should be near the product’s price, and “Sign up / Login” should be near the top-right.
As your ecommerce store grows, customers are will have thousands of items to choose from. Make it easier for them to finalize their buying decisions with an easy search function. Too often, I’ll see stores have a broken search experience – taking too many clicks to execute a search, not making clear if a search has been executed or not, etc. – which frustrates customers.
Look at Amazon’s search experience, for example. Search is front and center everywhere on the website and gives you instant search suggestions as you type. They even darken the rest of the page to keep you focused!
Search is something we ourselves are focused on at PriceOye.pk – a price comparison service for finding the best prices in Pakistan. Search is the first action users take as soon as they visit our site, so we’ve added an actionable text i.e. “Find the lowest price for…” along with search suggestions to help them find products faster.
Break down larger forms into more digestible parts
Casper.com neatly divides the order confirmation forms into shipping, delivery, and billing sections.
Sadly, what ecommerce store owners often do is put the complete order confirmation form on a single page – everything from name, email, password, mobile phone number, office number, permanent address, shipping address, payment method and more. It becomes terribly overwhelming, and thus easy for potential customers to just leave mid-way.
A much better way is to divide it into smaller sections, keeping them on separate pages. Start with a simple sign-up page asking for name, email address, and password. You can then ask them for their shipping address on the next page, followed by payment information on the next, so on and so forth as per your requirements.
While these tips cover the usability basics of three important parts of your ecommerce site – CTAs on home/product page, search, and order confirmation flow – you can get a lot of mileage by reading more about great user experiences. UX design will dramatically affect customer trust and retention – two core metrics for any successful ecommerce site.