As we approach Q4, ecommerce businesses will be gearing up for an unusual festive period – it’s the biggest shopping season of the year, but we’re in the midst a cost-of-living crisis.
Customers will be watching their wallets more than ever, so it’s vital your website is helping you maximise sales. If you’ve not already, check out our ‘Digital marketing in a downturn: tips for Q4’ blog to see what you need to be aware of.
And now without further ado: here’s part 2 of the Friction Free UX series: improving your ecommerce website to promote conversions.
Craft a seamless user journey
Can your audience easily navigate your website? How well you answer that question will depend on numerous factors:
- Does the search function work effectively?
- Do the pages load quickly?
- Do product images and descriptions balance quality and quantity?
- Is it easy to view and make changes to the basket?
- Do you have additional features, like wish lists, for those who aren’t ready to buy yet?
- Are there stock indicators?
- Is it easy for your audience to ask a question about a product?
Essentially, can you minimise the time a user needs to research, and can they buy something with ease? If not, they might abandon ship for one of your competitors. If you’re not sure, we’d recommend lots of testing or having a UX audit to get a better sense of any tricks you’re missing.
Perfect the basket
The basket/cart is one of the most important sections of your website.
Since it’s where the purchase actually happens, it’s vital you prioritise getting this right. Some quickfire tips to boost your basket engagement include:
- Displaying the basket icon clearly, at a good size
- Showing users a preview of what’s in their basket with a subtotal
- Keeping the basket page minimal and fast loading
- Making the promotional code field easy to find
- Showing delivery estimates, charges and lead times
- Automating emails for those who abandon baskets
By being super transparent, you’ll be letting your customers know exactly what to expect when shopping with you, building that trust. On that note…
Display trust indicators prominently
Let’s say someone new lands on your website from an ad, but they’ve never heard of your brand. You’ve spent the money getting them to your website, and now you need to convince them that you’re the real deal.
With lots of unreliable websites out there, some users may be uneasy spending with brands they’re not familiar with. Simple trust indicators can help you gain that trust:
- Reviews from recognise sources (Feefo, Trustpilot, or built-in)
- Payment method logos (as long as you support that method!)
- SSL certificates
- Privacy/Data protection policies
- Any other recognised standards in your sector
…and let’s not forget, good spelling and grammar also go a long way!
Use a reliable payment gateway
You don’t have much control over optimising a payment gateway, but choosing the right provider with an appropriate funnel for your business is key. Stripe, PayPal and Braintree are some of the most commonly found providers.
So your main priority is to just make sure the one you opt for is fast, easy to use, and secure so your customers feel comfortably making a purchase.
Offer incentives
If you’re running any promotions, fast delivery, or deals of the day, display these prominently on the homepage, or better yet, just below the navigation bar on every page. It’ll give visitors maximum visibility and incentive to shop with you. Up the ante with a countdown timer to really create a sense of urgency!
Advanced: get personal
If you’ve got the functionality, recommend products to users based on their recently viewed items, or previous purchases. You could also look at upselling other smaller, related products too.
A heat-protectant spray would go great with a new hairdryer. A new laptop needs its own bag for portability. It’s all about anticipating people’s needs before they realise they need something. Be helpful, and keep them engaged.
Need some help?
We can help your website work harder to secure sales. After all, if you’re spending valuable budget on paid media, you need to make sure your website is up to the task of converting those prospective customers – read how we’ve helped Fluid Branding do just that.
Talk to us today about a user experience audit.
