User experience (UX) is an ambiguous notion with multiple explanations yet simple solutions.
The common practice for poor UX is an ‘online shopping cart abandonment’. This happens when users visit your shop online but leave without purchasing the selected product. It leads to huge responsibility for fixing your user experience game as it can take a toll on your revenue.
As per the research held on 37 studies of e-commerce shopping cart abandonment by the Baymard Institute, the percentage of 69.23 shoppers won’t buy the cart. Isn’t is quite surprising? Especially for the aspiring entrepreneurs in the online shopping industry.
It is true that you can’t blame your website design for people not checking out ‘the cart’. There could be many other reasons for the cart abandonment such as people don’t like the product, window shopping, cost comparison quality comparison by reading comments below the product etc. Though 70% abandonment ratio is still quite high, then, why are users leaving? Poor user experience is leading them to abandon your store completely.
Poor UX leads to no sale.
The user experience would vary depending on whether the length of the checkout process or the complexity of the buying cycle. Research says that one out of the four users has abandoned the shopping cart due to the chaotic checkout process.
You seriously need to shorten the checkout form details as it is a nightmare for the buyers to fill so much. An ideal checkout process could be as short as filling 7-8 fields. People would only agree to fill lengthy forms if they really need the product and none of your competitors have it, but the chance of such scenario is very rare. An average number of buyers would opt for the website which offers a similar product with the easier getaway.
In Baymard study, few UX issues mentioned are as follows:
- User need to create an account for buying a product
- Lengthy checkout process
- Couldn’t calculate the total pricing in the first few stages
- Website crashed
- Payment methods were limited
These points justify that e-commerce platform can massively increase its conversion rate if they carefully create a user-friendly experience.
Whereas, good UX leads to happy customer and happier seller.
As mentioned in e-Marketer 2015 report, the combined revenue of USA & EU e-commerce sales was $738 billion and had a huge potential of 35.26% conversion rate using better checkout process ($260 billion increase in revenue only by fixing your checkout process).
Please don’t jump on to the conclusion of re-designing your e-commerce store immediately. You may need to amend your digital strategy by using the below ideas initially before taking a complete redesigning route.
You need to make checkout procedure as simple as possible for your users. Reduce the number of fields to fill during the checkout time and try to automate the process wherever possible. For example, the user is filling the address details using the automatic address validator and this would simplify the user efforts while shopping.
Don’t pressurize your users for longer commitment
It’s like love, you can’t force anyone into it. ? Though in certain scenarios where monthly subscription is mandatory (Netflix, power supply etc.), it would be forgiven even by the user. Removing the mandatory step of ‘creating an account’ makes the chance of conversion quite higher in comparison to the lengthy hectic account creation path.
Neither too less information nor too much
The perfect recipe for displaying your product at online shop is quite simple, show your information as per the current psychological need of the user. Displaying too much information at the start might confuse the buyer, other the other hand, showing too less would raise doubts about the product. Showing purchase cost, shipping cost, discount, color variation (if applicable) and many such details would build shopper’s trust on the purchase order. The correct amount of product details provided at every step either encourage your shopper towards conversion or make them abandon the cart.
Maintain a fast and an error-free website
We live in a competitive era where people rarely have the patience for anything. A little delay of information, providing irrelevant details or a random error pop up might cost you a visitor. Try to keep your website accurate, fast in speed and bug-free to enhance your conversion rate.
UX in e-commerce platform makes the first and the last impression on the customers. Whether they are stunning product images or the easy checkout process, every micro-detailing would make an impact on your conversion rate. We recommend you start with the few UX changes in your online shopping store and analyze the result.
BluEnt is an outsourcing company for more than two decades. We specialize in the product development & responsive UX/UI with the experience in designing the success formula of excellent UX for e-commerce or non-e-commerce sites. Our assets are our eagerness to learn more and stay updated with the latest trends in this ever-changing technology. If you are interested in knowing more about user experience tactics, reach out to us and explore. ?
Maximum Value. Achieved.