If the customer can not find an online shop, simply click on it. In order to prevent this from happening to you, we reveal what you have to observe in the user experience.
Who can convince with a good user guidance in the online shop that sells more. These are all the experiences the user makes with an online shop – from calling the page to finding the products, ordering and paying. One thing is clear: if the user experience, called UX, is positive, the conversion rate increases.
The three most common mistakes that online shops make and gives tips on what you can do better:
- Do not put yourself in the customer
- Too much information at a glance
- Do not pay attention to the stress factors
Pitfall 1: Do not put into the customer
Many shop owners design the website according to their own taste and according to their personal habits – with site structure, navigation and presentation of the product catalog. Each user surfs differently after all. Even if you consider yourself an experienced online shopper, consider whether other people may move differently through your shop. There are several options: Some users are navigating through habit. Others use the search. And again, others click on themes and inspire. If possible, collect all three user groups as they are used to. Analyze the surf behavior of your customers. For only when the customer is right, he also buys.
You should take into account the current web standards. For example, it is a general rule that the user comes to the start page by clicking on the logo in the upper left corner. And in the Footer customers are looking for information like contact, delivery and return conditions. Experiments are not appropriate here. The best thing to do is look at what your competitors are doing and then analyze the great e-commerce websites. Create a list of similarities and look at how these pages lead the customer through the buying process. The behavior will differ depending on whether your customer is younger or older, how much experience he has with e-commerce and what devices he comes into the shop. Just think about the 50-year-old user, who sits at home in front of the desktop PC and the 20-year-old user, who uses smartphone. Also consider the context in which your customers are buying. A mother of two children should be much more stressed than a single, who sits alone at home every night and bored out of boredom.
Pitfall 2: Overload users with info
Many shops want to show their customers all their products at once. But less is more! Think of a jewelry store that displays the three most beautiful pieces in the shop window – beautifully placed in a black or red velvet casket. The performance is clear, appealing and also luxurious. All factors that increase the desire to buy. If all pieces of jewelry were placed next to each other, the presentation would quickly look confusing and cheap.
You should also keep in mind that the customer pays attention to your page for less than two seconds. In this short time you have to grab him. If you buy on the Internet, scans websites with a glance. If the attention sticks, the customer moves from point to point. If the page contains too much information – in the form of links, banners, call-to-actions or text, the user guidance will definitely suffer. The pages are difficult for the customer to read, and he will feel the shopping as complicated. Due to this overloaded information, he may even leave your site and buy on another website.
Pitfall 3: Do not pay attention to the stress factors
Errors 404 pages or forms that can not be sent because an error message prevents it from being declared wrong, are typical stress factors that make conversion unlikely and lead to a purchase interruption.
Tips to prevent such extermination:
- Test the buying process on your websites regularly
- Run user tests, let others shop on your site and watch them
- When the customer is halted – inserts hints or refers to a customer adviser chat box, so that the user knows how to help
- Pay attention to your words. Friendly hints increase user experience.
Unfortunately, it is not enough to install all of these things and runs the store. The web is constantly on the move. New technologies and new trends require adaptation. So keep checking what your competitors are doing. And look regularly at your users and analyze their ways through your online shop.